Recent research by Mailsuit reveals that TikTok is the most popular social media app globally, ranking first in 30 countries, while Facebook is the most disliked, receiving the lowest scores in 39 countries. In Turkey, TikTok also tops the list, whereas X (formerly Twitter) and Reddit follow as the third and fourth most disliked apps respectively. The report highlights that Instagram, while popular, faced a decline in downloads compared to TikTok in 2023. Additionally, TikTok's engagement rate significantly outperforms that of Instagram, making it a preferred platform for luxury brands looking to connect with their audience. The rise of K-beauty brands on TikTok showcases organic growth, contrasting with the paid content strategies of U.S. brands, indicating a shift in consumer engagement. Overall, the data suggests a dynamic landscape for social media and brand marketing, particularly influenced by TikTok's unique algorithm and user engagement.