TikTok Statistics and Essential Data for Marketers

Recent social media statistics show that since its inception, TikTok has swiftly gained traction as one of the most popular social media apps for creative expression and entertainment.

By 2021, the number of TikTok users worldwide surpassed 1 billion users. This exponential growth proves TikTok’s ability to resonate across various demographics and regions.

Contributing to this number is the fact that TikTok is available in over 160 countries.

TikTok’s meteoric rise is further evidenced by its status as the most downloaded app in more than 40 countries. In the United States alone, TikTok has been downloaded over 220 million times since its launch.

Social media statistics as of March 2024 show more tenured social media players, Facebook and Instagram as the most downloaded mobile apps worldwide, with 59 million and 58 million downloads, respectively.

TikTok ranked third with 46 million downloads.

TikTok has reshaped how social media users create and consume online content, with short-form video content being the latest trend.

TikTok leads with 39% of U.S. users preferring the platform over YouTube Shorts and Instagram Reels.

TikTok is a launchpad for viral videos, skits, challenges, and memes that shape mainstream culture.

With dance challenges, duets, and singing contests as some of the most popular trends, TikTok’s influence even extends to music charts, propelling songs to fame.

However, entertainment remains the most preferred content category, with over 535 billion hashtag views.

TikTok users engage with various forms of content, from dance challenges, duets, montages, and educational tutorials to comedic skits.

This fosters a dynamic community built on creativity.

TikTok’s global audience surged past 1.5 billion users in 2022, marking a significant milestone in its rapid expansion.

By the end of 2023, TikTok counted approximately 1.9 billion users worldwide, an increase of around 40% compared to 2021.
Since being launched, the app has been downloaded worldwide billions of times.

Studies project that TikTok will reach approximately 2.35 billion users in 2029 across different countries worldwide.

TikTok’s popularity is divided among several regions, with a roughly even spread among the top 3 regions.

The largest amount of growth in the number of platform users can be found in the Asia-Pacific with 296.8 million, an 11.3% growth in 2024.

This is followed by the Middle East, Latin America, and North America. User growth in these areas is rooted in its vast population and emerging middle class.

TikTok is one of the most popular apps across different app stores. The platform is the second-most downloaded app on the Apple App Store, with approximately 7.5 million global downloads in the same month.

On the other hand, TikTok downloads on the Google Play Store numbered about 24 million in September 2022.

TikTok boasts over 30 million daily active users on iOS alone, highlighting its frequent interaction among its user community.

With social media apps available at our fingertips, it’s not surprising that the app’s users frequently check into the app throughout the day.

In addition, TikTok keeps its audience entertained and engaged, so it’s no wonder an average TikTok user opens the app almost 20 times daily.

2023 data shows the average TikTok app users worldwide spend approximately 34 hours using TikTok per month.

TikTok users in the United Kingdom spent the most time on the app, at 49 hours monthly. That’s even more than the average user worldwide.

Audiences in the United States are in second place, spending 45 hours and 37 minutes monthly on the app.

A recent study that tracked younger phone users aged 11 to 17 found that kids are on TikTok for around two hours every day.

TikTok is the most used social media platform among younger demographics. YouTube and Instagram follow second and third, respectively.

Among all other platform users, Gen Z users and Millennials comprise the majority of TikTok’s audience.

As of 2022, approximately 41% of users in the U.S. use TikTok.
Of this figure, the 18-19 age group, representing Gen Z users, comprised 61% of the statistics, followed by 56% of the 20-29 age group.

Many use TikTok for entertainment purposes and the older demographics, 50 years old and above, are no exception. In fact, the number of TikTok users in this age group is increasing.

As TikTok’s content has diversified, it has attracted a wider range of interests that appeal to older demographics.

From cooking and gardening tips to financial advice and DIY projects, the platform now hosts content that caters to the more varied hobbies and practical interests of older users.

Similar to other platforms, TikTok is very user-friendly. The simplicity of creating and consuming content lowers the barrier to entry, encouraging older individuals to join and participate more actively.

As of the latest TikTok statistics, approximately 45.7% of TikTok global users were women while 54.3% were male.

Here are some reasons why TikTok appeals to both genders:

• Versatile Themes – Content that showcases relatable experiences, interesting facts, popular culture, humor, and motivation is appealing across age groups and genders.
• Inclusive Messaging – DIY projects, cooking tutorials, and fitness routines can be tailored to appeal to all genders by emphasizing personal growth and enjoyment rather than targeting a specific demographic.
• Diverse Representation – Featuring individuals of different genders, backgrounds, and interests can help ensure content appeals to a wider audience.

Interactive Elements – Interactive content, such as challenges that invite users to participate and share their own experiences, can create a sense of community and inclusivity.

Douyin is the original Chinese version of TikTok, developed by its parent company, Bytedance.

Douyin remains relevant with its editing tools, filters, effects, and interactive social component. Douyin’s algorithm and AI technology are also instrumental in personalizing content and surfacing viral content.

TikTok downloads dominate in China, with the app boasting 755 million active users across the country. Similarly, its closest rival, Kuaishou saw rapid active user growth reaching 504 million.

Data shows that the largest TikTok audience as of April 2024 is found in Indonesia with almost 127.5 million users, followed by the United States with around 121.5 million TikTok users.

Brazil had the third largest TikTok audience, with almost 101.8 million users on TikTok watching short videos.

Extensive hashtag analysis and user engagement have found that entertaining videos are the dominant category on TikTok.

From viral memes to comedic skits, entertaining content consistently captivates the platform’s diverse audience.

“Entertainment” TikTok videos have 535 billion hashtag views, followed by “Dance” with over 181 billion hashtag views. “Pranks” hold the third most popular category on TikTok, with 79 billion hashtag views.

There’s a notable rise in tutorials and educational content on TikTok, reflecting users’ preference for knowledge and practical insights shared through short-form videos.

Make-up tutorials, cooking videos, and life hacks are other popular types of content that have risen in popularity on TikTok.

Teachers can also use TikTok to create videos on specific subjects that students can watch. These videos can be short and to the point, making them ideal for explaining lesson concepts.

TikTok videos often showcase TikTok users displaying a talent, showing off how to use a product, using a filter, performing a dance or skit, or lip syncing.

However, TikTok videos from hashtag challenges trend the most, often with the help of influencer marketing.

Here are some notable TikTok challenge campaigns and the kind of engagement they can drive:

• Guess’ #InMyDenim challenge invited TikTok users to show off their denim fits. This resulted in more than 5,500 user-generated videos and 10 million views.
• wet n wild’s #BiggerIsBetter challenge was a product launch centered around a brand-created TikTok sound, earning 1.5 million video creations.
• Scotts’ #DoTheScottsSlide invited content creators to recreate a dance on lawns. This branded hashtag challenge resulted in 2 billion video views and 1.3 million user videos created within 2 days.

TikTok users often post and share videos with a music track laid over them, which helps promote new music to TikTok audiences.

A catchy dance challenge with a particular track can bring it to the top of music charts, proving TikTok’s huge influence on music culture.

Some of the most viral TikTok songs include:

• ‘Water’ by Tyla
• ‘Seven’ by Jungkook ft. Latto
• ‘If We Ever Broke Up’ by Mae Stephens
• ‘Dance Monkey’ by Tones and I
• ‘Made You Look’ by Meghan Trainor
• ‘As It Was’ by Harry Styles

TikTok generates an astonishing 2 12.7 billion monthly video views. Tiktok users also upload about 95.1 million video creations monthly. This number greatly highlights TikTok’s addictive appeal.

Since it’s very convenient to access TikTok on personal devices, mobile users have taken to using the app for increasingly longer periods.

In fact, TikTok users in the United States spend an average of 53.8 minutes daily on the app. On the other hand, global users spend approximately 95 minutes daily on the app, as of 2022.

Khaby Lame is the most followed TikTok user, captivating millions with his unique comedic style and problem-solving video content that have earned him a global fan base.

As of March 2024, TikTok content creator and comedian, Khabane “Khaby” Lame, had the most subscribers, reaching 161.4 million. million followers

Social media influencer Charlie D’Amelio, followed closely in second position with 152 million followers, while singer, Bella Poarch ranked third, with a total of 93.9 million followers.

Beyond comedy, the platform boasts TikTok creators who specialize in diverse niches such as beauty, fitness, gaming, travel, food, and more.

Each niche gains massive influence and cultivates engaged communities.

As of 2022, Brazilian sports influencer, Luva de Pedreiro, grew his audience by 1,546% compared to the previous year. This made him the fastest-growing TikTok user worldwide.

In second place was online personality and pastry chef, Amaury Guichon, with a follower growth of almost 736% year-over-year.

Engagement rates are a critical metric for evaluating the effectiveness of influencers on social media.

Data shows that influencers in the U.S. have an average engagement rate of nearly18%.

Any businesses that wish to appeal to different markets can leverage the engagement offered by TikTok to turn subscribers into conversions and sales.

Nano-influencers have a niche focus and expertise, making them more authentic and relatable to their audience.

They also have more time to interact and respond with likes, comments, and conversations. Because of this, nano-influencers often have higher engagement rates than macro- or mega-influencers.

TikTok nano-influencers, those with 1,000 to 10,000 followers, had the highest engagement rate compared to other TikTok profiles worldwide.

By the end of 2023, Nano-influencers had an engagement rate of 11.97%, while micro-influencers with 10,000 to 50,000 followers had an engagement rate of 10.21%.

Thanks to their engaged followers, TikTok’s influencers have been able to reach millions with their content.

Many brands across industries have taken notice and have created partnerships through sponsored posts in the hopes of generating leads and sales.

Among many businesses on TikTok, Target was the most talked about brand in 2023, with 21,000 influencer mentions.

Netflix and Amazon followed with 18,800 and 16,300 influencer mentions respectively.

Collaboration models on TikTok range from one-time sponsored posts to long-term partnerships, with influencer pricing influenced by factors such as follower count, engagement rates, and the scope of the campaign.

The average price per post of a TikTok nano-influencer was between 20 to 150 U.S. dollars in 2022.

On the other hand, mega-influencers with over a million followers had an average minimum price per post of 1,200 U.S. dollars.

TikTok’s ad revenue has rapidly increased in recent years. By the 3rd quarter of 2023, TikTok generated 9.37 billion U.S. dollars in advertising revenue worldwide.

The short-form video platform is projected to earn around 18.5 billion U.S. dollars in ad revenue on a global scale by the end of 2024.

TikTok stats show that the social media app is handily competing against leading media brands like Google and Facebook.

TikTok/Douyin is in second place following Google with the highest brand value. As of 2023, TikTok is valued at nearly 66 billion U.S. dollars.

According to TikTok business statistics from 2023, 38% of TikTok’s users are willing to view ads in exchange for free access to certain services.

It is also important to note that almost 15% of TikTok users have difficulty distinguishing between advertising and other content.
This indicates that natural-looking ads are deemed more acceptable by TikTok’s user base. Brands can capitalize on this to improve their advertising strategies without worsening the user experience on TikTok.

A good hook is necessary to engage your target audience and encourage them to take action.

According to TikTok statistics, 63% of all successful ads get their point across to the platform’s users immediately. To achieve this success, your ads must contain an emotional message..

Creating and managing captivating TikTok ads on the TikTok app can be challenging. Often, it is best to hire a social media agency to create brand takeover ads for you.

Since TikTok’s inception, the platform has grown exponentially, leading many brands to start using TikTok for business.

About 30% of businesses on social media use TikTok to promote their brands, products, or services.

Plus, recent TikTok stats have shown that 85% of brands planned to increase their ad spend on TikTok in 2023.

To increase its ad revenue, TikTok has implemented several unique features that are highly beneficial for business growth.

TikTok Shop allows businesses to sell products directly within the app, providing a seamless shopping experience.

Users can purchase products without leaving the app, which reduces friction and enhances the likelihood of conversion.

Top-View Ads are a premium advertising format on TikTok that guarantees prominent placement.

When users open the app, these ads are the first thing they see, making them highly effective for capturing attention.

Together, these features enable businesses to leverage TikTok’s extensive reach and highly-interactive platform to drive growth, increase brand visibility, and boost sales.