The state of TikTok 2023

This study examines the role of TikTok in marketing, exploring marketers' dependency on the platform, profiling its users, and delving into the experiences of TikTok creators in Malaysia. This comprehensive report concludes with predictions for the future of the platform and recommendations for marketers.

Dataset Created
January 2023
Markets covered
27 Questions
$0 (Free)

Target respondents:

  • Regular TikTok users & TikTok creators (not limited to Gen-Z, natural fallout)
  • Managers/Senior managers/Directors and above who are decision makers in company/business' marketing plans

TikTok users & creators: N=3,000 | Decision makers: N=800 (Note: Both samples are in their own independent surveys)


The following formats are available:

  • PDF Report
  • Tabulation (XLS)
  • Raw datafile (CSV or XLS)
  • Live Dashboard

Question samples
  • The role of TikTok in sales & marketing in Malaysia
  • The current understanding & dependency of marketers on TikTok
  • Profiling the TikTok users
  • Beyond being a viewer (diving into TikTok creators)
  • Future of TikTok (predictions)
  • Recommendations (what should marketers do next)

Get in touch for the full report