With negotiations over the future of the app ongoing, and Microsoft still seemingly the lead bidder for the platform, TikTok has this week revealed its actual user counts for the first time, which detail TikTok-specific user numbers, not incorporating usage of the Chinese version of the app, called ‘Douyin’.
Much has been made of TikTok’s meteoric growth, with the app reaching 2 billion total downloads worldwide back in April this year. That’s lead to some confusion over the app’s actual usage, with some conflating download numbers with user counts, and comparing TikTok to Instagram and Facebook in terms of usage numbers.
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Consumer loyalty is often dependent on how a company responds in a crisis. As such, the ways in which companies in the US have responded to COVID-19, along with the renewed calls for social justice, have impacted their reputation. With this in mind, the latest Corporate Reputation Rankings report [pdf] from AXIOS and The Harris Poll takes a look at which of the most visible US companies score best on reputation factors.
Determining the most reputable US corporation involved a 2-part process. The first took place in late 2019 to determine the companies that were top-of-mind for the American public, while the second determined a Reputation Quotient prior to and during the pandemic based on seven areas: trust; vision; growth; products and services; culture; ethics; and, citizenship.
Clorox leapt to the top of the list of most reputable corporations this year. With its Reputation Quotient of 82.8, Clorox is a newcomer to the list. The corporation is considered one of the best companies as far as trust, vision for the future, product and services, ethics and citizenship. It’s also worth noting that it has advertised heavily during the downturn, which may have impacted its perceptions.
Hershey ranked #2 (81.5), followed closely by Amazon (81.4). For its part, Amazon was ranked #1 among companies consumers would miss if they went away, and (editor’s note: somewhat surprisingly) #5 for companies that addressed COVID-19. This comes only a year after Amazon did not fare well when it came to how consumers perceived the company’s ethics.
Publix (#4) and General Mills (#5) round out the top 5 for corporate reputations this year, each with a Reputation Quotient of 81.2.
To read more, the report can be found here.