40 Vital TikTok Stats to Inform Your Marketing Strategy

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Influencer Marketing

TikTok is a tale of two apps. The Chinese company ByteDance released a video-sharing social network app called Douyin in 2016. That app still exists separately in China.

They named the international version of their app TikTok when they released it in 2017. Much of TikTok's Western audience initially followed Musical.ly, which Bytedance merged into TikTok in 2018. Although TikTok and Douyin are quite similar in terms of user interface and features, they are not identical and are being customized for their respective markets.

TikTok has become exceptionally popular in recent years, particularly with the younger Millennials and Generation Z. The platform's rise to popularity has caught the attention of many marketers who want to reach a younger audience.

Here are some TikTok statistics that can inform your marketing strategy and help you understand the platform's potential for the success of your business.

40 Vital TikTok Stats to Inform Your Marketing Strategy:

1. 1.6 Billion People Now Use TikTok

TikTok has seen a significant increase in users in recent years, with the app having over 1.6 billion users globally. Since this number doesn't include users from China on Douyin, the actual number of TikTok users is even higher.

The majority of these users are from the Asia Pacific, followed by Europe, North America, and Latin America.

TikTok quarterly users from 2018 to 2023

2. Time Spent on TikTok Is the Highest

Of all major social media platforms, TikTok has the highest average time spent per user at 53.8 minutes a day. People spend 48.7 minutes on YouTube, 34.1 on X, and 33.1 on Instagram per day.

Statistic: Average time spent per day on select social media platforms in the United States in 2023 (in minutes) | Statista

3. Weekly TikTok Usage in the US Has Quadrupled

Despite the passing of a bill that could result in a TikTok ban and a history of attempts to ban the app in the country, the average weekly time spent on TikTok has quadrupled in the US since 2021.

The weekly TikTok usage among Americans, which was 8% in 2021, has increased to 21% in 2024.

Most average weekly users are aged between 25 and 34, a shift from 2022 when this demographic was aged 18 to 24. It seems like the app is gaining popularity among older users, too.

68% of the 25 to 34-year-olds who use TikTok every week also post on it, compared to 67% of 18 to 24-year-olds.

4. TikTok Has a Total Potential Ad Reach of 1.22 Billion

According to the Global Digital Report from Kepios, marketers have the potential to reach 1.22 billion users with ads on TikTok, constituting 15.1% of the total world population. This number equates to 23% of all Internet users.

In terms of ad reach, the number is a 12.6% year-over-year increase for the platform, or $137 million. The calculation is based on users over the age of 18 who can be targeted with advertising on the app.

5. TikTok Was the Highest Grossing App in 2023

Data from the Google Play Store and App Store shows that TikTok was the highest-grossing non-game app worldwide in 2023. The social media app generated $2.7 billion in revenue from both platforms.

TikTok has also made a spot for itself in Apple's must-have apps list. It's on there with other popular apps like Disney+, YouTube, Snapchat, and ChatGPT.

6. Indonesia Has the Largest TikTok Audience

As of the end of Q1 2023, Indonesia was the country with the largest TikTok audience. The country has 127.5 million TikTok users from all age groups. In second place, the US has 121.5 million users, followed by Brazil with 101.8 million.

Other countries on this list include Mexico, Vietnam, Pakistan, Thailand, Bangladesh, and the Philippines.

7. TikTok Has a Millennial and Gen Z Audience

As of April 2024, women aged 18 to 24 accounted for 17.3% of TikTok's global audience, while men in the same age group made up approximately 18.9%. Additionally, female users aged 25 to 34 represented 14.6% of the platform's audience, with male users in this age range comprising 19.3%. Overall gender demographics show that most users are female, with 51%, compared to 49% for males.

These statistics reinforce the notion that TikTok has a strong appeal among younger demographics, particularly Millennials and Gen Z, who are key drivers of the platform's vibrant and dynamic content culture. 

8. TikTok Generated 232 Million Downloads in Q4 of 2023

In the last quarter of 2023, TikTok generated a total of 232 million downloads. Although the number was lower than Q3, the overall annual growth for 2023 was quite impressive.

Statistic: Number of TikTok downloads from 1st quarter 2018 to 4th quarter 2023 (in millions) | Statista

9. Most of TikTok's Weekly TikTok Users Are Female

Most weekly TikTok users are female and live in the city. They are also likely to have children.  As of March 2024, 55% of weekly TikTok users are female, compared to 51% of the general population. Additionally, 50% of weekly TikTok users reside in urban areas, significantly higher than the 37% of the general population. 

Furthermore, 45% of weekly TikTok users are parents, showcasing a notable family-oriented demographic within the platform. This urban, predominantly female user base highlights TikTok's unique reach among city-dwelling parents, making it a strategic platform for advertisers targeting this audience.

10. TikTok Dives Massive Revenue for Small Businesses

According to the TikTok Economic Impact Report, the app contributed $15 billion to small business revenue in the US. Over 7 million businesses use the platform to reach and engage with their customers.

Small and medium businesses also noticed an 88% increase in sales after promoting their products and services on TikTok. Over half of these businesses report that TikTok allowed them to connect with their customers that they could not reach elsewhere.

11. Most TikTok Users Oppose the TikTok Ban

In 2024, Congress passed a law that would either ban TikTok or force the company's sale to a US buyer within the next year. Of TikTok users in the US, 48% oppose this ban, and 34% support it. As for the general public, 27% oppose the ban, and the same percentage are unsure about their choice.

12. Watching Entertaining Content Being the Top Reason for Using TikTok

For many users, the app's original content featuring music and dance videos is what keeps them coming back. According to a YouGov report, 50% of users reported watching entertaining content as their reason for using TikTok. 36% of users also enjoy using the app to share things they find interesting or entertaining, while 31% use it to keep up to date with their favorite celebrities.

Interestingly, 31% of the users are also on the platform to keep up with the news, especially the content that doesn't always make it to mainstream media.

13. Khabane Lame Has the Most Followers on TikTok

Khabane Lame, also known as Khaby Lame, is the most followed person on TikTok with over 162.5 million followers. He gained popularity for his comedy and reaction videos, often using just facial expressions and gestures to convey humor.

He is followed by Charlie D'Amelio with 154.4 million followers and Bella Poarch with 94.1 million followers.

14. TikTok Benefits the US Economy

The use of TikTok by small and medium-sized businesses contributed $24.2 billion to the country's gross domestic product (GDP). Of all U.S. states, TikTok has had the most impact on SMBs in California, Texas, Florida, New York, and Illinois. 

When turning this number into total employment created/supported, It comes to 224,000 jobs in the US. That’s 165,000 more jobs compared to the same study in 2022. When asked about TikTok’s business contribution, 39% of SMBs say access to the app is crucial for their business’s existence. Another 39% say TikTok has allowed them to generate supplemental or principal income, while 69% say TikTok has directly led to increased sales over the past year.

Of all SMBs, the food and beverages industry benefited the most from the platform, seeing a $4.1 billion revenue growth through TikTok's advertising and marketing potential. 

Other industries that saw a massive increase in revenue are tradespeople, health and wellness, automotive, business services, travel and tourism, and real estate.

15. Influencers Swaying Consumer Purchasing Decisions

TikTok users are likely to trust products and services recommended by influencers they follow. Compared to only 46% of the general population, 64% of TikTok users report that advertising helps them make purchasing decisions.

Similarly, 47% of TikTok users in the US say they trust product recommendations from influencers and celebrities. About 59% of US TikTok weekly users report making impulsive purchases. 

This demonstrates the powerful influence TikTok has in shaping consumer behavior, with its users not only trusting but acting on influencer endorsements. Consequently, brands collaborating with TikTok influencers can effectively reach and convert a highly engaged and impressionable audience.

16. TikTok has 4.1 Billion Downloads

Since its launch in 2016, TikTok has amassed over 4.1 billion downloads. During the first nine months of 2023 alone, the app was downloaded 769.9 million times.

In the third quarter of 2023, global downloads reached 272.7 million, trailing the peak of 313.53 million downloads achieved in Q1 2020.

17. TikTok Is Available in 150+ Countries

According to official statistics, TikTok is available in over 150 markets. It's also one of the most downloaded apps in 40+ countries. Every 1 in 4 TikTok users is not present on any other platform, which indicates that the platform is a great place for brands to reach new audiences and expand their global presence.

With these numbers in mind, brands can understand the kind of global impact they can make by leveraging TikTok. If you plan on expanding your reach globally, make sure to develop a strategy keeping these global users in mind.

18. TikTok Penetration Has Increased Across the World

TikTok penetration is the highest in the UAE at 139.7%, followed by Saudi Arabia with 137.6%. Other countries where TikTok penetration is high include Malaysia, Vietnam, Thailand, Chile, Mexico, and Colombia.

Statistic: TikTok penetration in selected countries and territories as of April 2024 | Statista

19. TikTok Has the Second Highest Return on Investment (ROI)

16% of B2B marketers report that TikTok has the second-highest return on investment (ROI) only behind Facebook and tied with YouTube and Instagram. The revenue generation can be attributed to the platform's ad offerings, including brand takeovers, in-feed ads, Shop, and hashtag challenges.

20. TikTok Users Have Begun Using TikTok Shop

TikTok Shop is the social media platform's in-app shopping feature, which allows users to shop for products directly from the app. According to a US report, 31% of TikTok users have purchased something from the Shop, while 28% are aware of the feature but haven't bought anything yet.

Also, 40% of TikTok users believe that Shop sellers are as trustworthy as other eCommerce platforms, while 19% think they are more trustworthy. 

21. 2 in 5 Americans Use TikTok As a Search Engine

According to a report from Adobe, TikTok is quickly becoming a popular search engine for Gen Z and millennial users. In fact, 2 in 5 Americans are now using the short-form video app as a way to discover new products and services.

Similarly, 1 in 10 Gen Z users are likely to use TikTok as a search engine rather than Google. While Google is still the most useful form of information-searching platform, 17% of users find TikTok to be a useful resource.

The search feature in TikTok allows users to find videos related to their interests and discover new content creators. Plus, the comment section also has a search bar related to the video's content, allowing users to find more relevant information, such as the source of the trend the creator is showcasing.

22. Most People Search for New Recipes and Music on TikTok

When used as a search engine, 36% of users search for new recipes, and 35% search for new music. Other use cases for the platform include DIY tips, fashion advice, health tips, product recommendations, workout routines, and beauty advice.

23. TikTok's CPM Is Lower Than Instagram and X

The cost-per-mille (CPM) on TikTok is significantly lower than other social media platforms like Instagram and Snapchat. eMarketer reports that TikTok's CPM is less than half of that of Instagram. It's also a quarter that of X.

Such a low CPM is part of the reason marketers are flocking to advertise on TikTok. Plus, the platform's algorithm allows for more organic reach and discoverability compared to other social media platforms.

24. TikTok Is More Popular Than Facebook Among Gen Z

In a Klarna survey, it was found that TikTok is more popular among Gen Z than Facebook in all 18 countries surveyed except the Czech Republic. Marketers whose target audience includes Gen Z should consider diverting their advertising budget to TikTok.

25. 43% of TikTok Users Would Buy Clothes from TikTok Shop

Of people who are aware of the presence of the TikTok Shop feature, 43% said they would buy clothes from the platform, while 33% say they are likely to buy home decor. Other items that people are interested in buying are beauty products, arts and crafts, tech products, food products, and branded merchandise.

26. TikTok Promotions Increase Sales for Businesses

97% of businesses with more than 10,000 followers say that their sales increase after promoting their products and services with TikTok. In comparison, 90% of businesses with 4,000 to 10,000 followers and 86% of businesses with 4,000 or fewer followers say the same.

Similarly, 88% of businesses with more than 10,000 followers also said they have sold out of a product after a TikTok promotion. The same is true for 72% of businesses with 4,000 to 10,000 followers and 71% of businesses with 4,000 or fewer followers.

The numbers highlight TikTok's effectiveness as a marketing tool, capable of driving substantial sales and inventory turnover for businesses, regardless of their follower base size.

27. People Find New Topics on TikTok

TikTok reports that its users are 1.8x likely to agree the platform introduces them to new, interesting topics that they previously did not know they liked. What this means for brands is that TikTok is just the platform for reaching new audiences who have not yet been exposed to their products and services.

28. 32% of US Adults Get Their News From TikTok

A Pew Research study found that 32% of people aged 18 to 29 get their news from TikTok, compared to 15% of those aged 30 to 49 who do the same. These figures show that TikTok is not merely all fun and games.

As mentioned earlier, many people say they find new topics on the platform. Some of these topics are news-related, giving users a chance to stay informed about events outside their country or those not reported by traditional media.

29. 77% of TikTok's Female Shoppers Rely on Creator Recommendations

According to TikTok, 77% of women who use the platform agree they depend on creator recommendations to make purchase decisions. Similarly, 67% of TikTok users who monetize their platforms are also women.

Brands that have a female-centric product or plan to work with female influencers will benefit from TikTok's highly engaged female audience. 

30. TikTok Has a Higher Engagement Than Instagram

According to our Influencer Marketing Benchmark Report, TikTok accounts with over a million followers have an engagement rate of 10.53%, compared to 0.95% of Instagram accounts with more than 100k followers.

Similarly, TikTok accounts with 1k to 5k followers have a high engagement of 15.04%, while Instagram accounts with less than 5k followers have an engagement rate of 4.21%.

Both these statistics show the potential of nano-influencers and micro-influencers. These are small-scale influencers with a highly engaged and niche audience. Brands can work with them to run their highly-targeted niche-specific campaigns without breaking the bank.

31. TikTok Delivers the Highest ROI for Short-Form Video

Our report also found that 42% of marketers believe TikTok delivers the highest ROI for short-form video, followed by Instagram at 34%. Since TikTok is practically synonymous with short-form video, it's not surprising that it leads the pack in this category.

Some forms of short videos brands can create are:

  • Product demos and reviews
  • Unboxings and hauls
  • Behind-the-scenes footage
  • Sneak peeks (for new products and campaigns)  
  • How-to tutorials
  • Challenges and trends

32. 68.8% of Brands Who Use Influencer Marketing Choose TikTok

We found that TikTok is the most popular platform for influencer marketing, with 68.8% of brands utilizing it in their campaigns. It is followed by Instagram at 46.7% and Facebook at 27.5%. 

Most common channel used for influencer marketing 

Most common channel used for influencer marketing

33. TikTok Ads Cost Less than Other Social Media Ads

To add to the above benefit, advertising on TikTok tends to be a lot cheaper than advertising on other social media platforms. An analysis by Wolfgang Digital found TikTok ads to have a 30% cheaper cost-per-click than Meta. In terms of reach, you can expect to spend 2.5 times less on TikTok to reach the same number of people as on Meta.

Although the return on ad spend (ROAS) for TikTok is 26% lower than Meta, it's still quite impressive at 11x. In simple words, for every $1 spent on TikTok advertising, brands can expect to make $11 in return.

34. 58% of TikTok Users Would Buy From TikTok Shop With Discounts

Coupons and special discounts are the key driving forces behind sales on TikTok Shop for 58% of TikTok users. Also, 48% of users would buy from the platform to support a small business, and 28% would make a purchase to support a creator they follow. Other motives include community interaction, trendy products, and the ability to stay in the app.

35. The Average Cost of Influencer Content on TikTok is $460

According to a Collabstr report, the average cost of influencer content on TikTok is $460, much higher than $363 on Instagram and $396 for user-generated content (UGC). Since 61% of all TikTok influencers offer paid services on the platform, brands are spoilt for choice when it comes to TikTok influencer marketing.

Marketers can also work with influencer marketing agencies to find the right creators for their campaigns.

36. 50% of Businesses Create Marketing Content Specific to Their Audiences

In an Oxford Economics survey, half the respondents said they create marketing content for target audiences that they have identified through the platform's app. In the same survey, 45% of respondents said that a significant portion of their brand's success or growth is due to TikTok marketing efforts.

37. Gen Z TikTok Users Are Likely to Engage With a Brand

Gen Z users who come to TikTok during their online shopping journeys are 1.2x more likely to engage with a brand compared to other social media apps and platforms.

38. 50% of Gen Z Use TikTok for Social Commerce

TikTok is the second leading social media platform where Gen Z users go to shop. While 49% of Gen Z users of the platform, 36% of millennials and 23% of Gen X users of TikTok use it for social commerce.

39. TikTok Generated $16.1 Billion in Revenue in 2023

In 2023, TikTok generated an estimated $16.1 billion in revenue, a 67% increase from the previous year.

40. TikTok Users Are Engaged With Storytelling 

According to an official TikTok report, ads with intriguing narrative structures keep viewers watching them for 1.4x longer. The key ingredient is curiosity, which brands have to learn to incorporate into their advertising campaigns. 

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Wrapping Up

From the above TikTok statistics, it's clear to see that the platform's popularity is only going to grow bigger over the years.

Brands can take advantage of it by developing entertaining content and creating real-time engagement opportunities through LIVE sessions. It's also evident that Gen Z and millennials are the main demographics on TikTok, making it a goldmine for targeting these groups.

Similarly, influencer marketing seems to be an effective strategy on TikTok. Influencer-led brand campaigns and collaborations tend to have a significant impact on driving purchases.

All in all, there's a lot to learn from these statistics. Use the insights shared above to adapt and develop your TikTok marketing strategy and boost your returns.

Check out the leading TikTok Marketing Agencies Here

Frequently Asked Questions

What makes TikTok stand out compared to other social media platforms?

The short-form video content available on TikTok sets it apart from other social media platforms. Since the attention span of users is getting shorter, TikTok's quick and entertaining videos cater to this preference. The app also has challenges, dances, trends, sounds, and filters that engage users in creating and sharing content.

How many people use TikTok globally?

Over 1.6 billion people use TikTok globally, making it one of the most popular social media platforms in the world.

What is the potential ad reach on TikTok?

TikTok has a potential ad reach of 1.22 billion, which is a 12.6% increase from the previous year.

Which country has the most TikTok users?

Indonesia has the most TikTok users, reaching 127.5 million in 2023. It is followed by the US, with over 121 million TikTok users.

How does TikTok perform in terms of app downloads?

TikTok was the most downloaded app globally in Q1 2023, surpassing Instagram. It also saw over 272.7 million downloads in the third quarter of 2023.

About the Author
Influencer Marketing Hub
Influencer Marketing Hub
Writer
The Influencer Marketing Hub Team brings together a diverse group of experts with a passion for influencer marketing, digital trends, and social media strategies. Each piece of content crafted by this team is researched and written to provide valuable insights, tips, and updates for our readers. Our authors are dedicated to delivering high-quality, informative, and engaging articles that help businesses and influencers thrive in this rapidly changing digital world.

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