TikTok is quickly becoming the go-to platform for brands targeting Gen Z and Millennials who have a deep appreciation for authentic, bite-sized video content.
To effectively use TikTok for your brand, you need to understand the TikTok statistics that tell you what type of users exist on the platform and how they interact with the app and with each other.
In this article, we’ve put together 30 TikTok statistics marketers need to know to create a powerful TikTok marketing strategy in 2022.
Let’s get started.
Before learning about how people use TikTok, it’s important to know who those users are. What ages use the platform the most and which countries or regions they are located in. The statistics below can help answer these questions.
1. TikTok has over 1 billion monthly active users
Recently, TikTok announced that it hit over 1 billion monthly active users.
While the platform doesn’t have as many users as social media giants like Facebook, Instagram and YouTube, it has grown considerably over the past year, seeing a 45% growth compared to the previously reported figure of 689 million monthly active users (MAU) in July 2020.
2. 47% of TikTok users are between ages 10-29
When you compare this data to last year’s figure — 62% — it shows the platform’s user base is aging up, with 42% of users aged 30-49.
This means that TikTok is no longer just a platform for Gen Z and younger audiences. It’s a cross-generational app that gives brands access to audiences from all age groups. Make sure you get creative with your content and use TikTok trends effectively and authentically.
3. Nearly 80 million monthly active users are located in the US
While TikTok users are spread out all over the world, 78.7 million of them are in the US. This makes TikTok a great platform for both international and US-based businesses.
Additionally, around 37.3 million of these users belong to Gen Z, surpassing Instagram’s Gen Z audience size in the US.
4. 37% of TikTok users have a household income of $100k+
Nearly half of all US TikTok users have an annual household income of $100,000 or more. However, this may reflect an overall economic skew in the US population. This number has increased over the past year, which is likely due to the fact that TikTokers are aging up.
In contrast, only 9.6% of users have an annual household income of less than $25,000 a year.
5. 61% of all TikTok users are female
Brands targeting female audiences are in luck on TikTok. The platform’s user base skews female, with 61% of users in the US identifying as women.
Of course, that doesn’t mean you shouldn’t be on TikTok if your target audience is mostly men. Because the ratio is close to just half of the total user base, there’s still plenty of opportunities for brands to connect with a large variety of audiences. Make sure you’re leveraging your TikTok Analytics to scope out who’s interacting with your content.
6. 53% of TikTok creators are aged 18-24
While a large chunk of TikTok users are teens, the majority of creators on the platform are young adults aged between 18-24. This means that most TikTok influencers likely fall under this age group.
TikTok Usage Statistics
In this section, we’ll look at statistics on how TikTok users interact with the platform. Learning about TikTok usage can help your brand create tailored content that appeals to your audience and aligns with their usage behavior.
7. TikTok users watch around 24 hours of content on the app each month
A recent report shows that users in key markets (US, UK) spend around 24 hours watching content on TikTok each month. This surpasses the average time spent watching content on YouTube, which is at around 22 hours and 40 minutes monthly.
Because these videos are a maximum of one minute long, that is a lot of consumed content. This means your brand has plenty of potential to show up in users’ feeds as they scroll.
8. Kids spend an average of 75 minutes daily watching TikTok videos
In 2020, kids aged between 4-15 spent an average of 75 minutes daily globally watching TikTok videos. In the US, this number is even higher — 87 minutes. This means you can easily share content for audiences younger than Gen Z. Just make sure it’s the kind of content kids and their parents love.
9. 90% of TikTok users access the app everyday
In another tribute to TikTok’s highly engaged community, 9 in 10 users log onto TikTok multiple times every day. It’s always important to see an engaged and active user base on a platform that you plan to market on, and TikTok definitely has that to offer.
10. 83% of TikTok users have posted a video at some point
TikTok’s creator community is different from other social platforms in that nearly everyone participates in the creation process. Studies show that as many as 83% of all TikTok users have uploaded their own video content at some point. This shows that a large majority of users enjoy content creation as much as consumption.
11. 30% of Gen Z’ers prefer using TikTok for product research
While Millennials and older audiences are more likely to use YouTube, Instagram and Facebook for product research, 30% of Gen Z social media users prefer using TikTok.
This means brands targeting younger audiences would benefit from actively practicing social listening on the platform, sharing helpful content that drives purchases and partnering with influencers to build trust and increase brand awareness.
12. 1 in 4 top-performing TikTok videos are between 21-34 seconds long
Shorter videos generally perform better on TikTok, which is why 1 in 4 of the most popular videos on the platform have a duration between 21 and 34 seconds. Additionally, these videos see an average of 1.6% increase in impressions.
13. 60% of TikTok users visit the app for funny or entertaining content
The reasons for using TikTok are varied, but one that tops the list is finding funny or entertaining videos, with 60% of users coming to the app for that very purpose. To succeed on the platform, brands need to find ways to create and share entertaining content that appeals to TikTokers while still aligning with their brand voice.
14. 43% of TikTok users try something new after seeing it on the platform
Trending content on TikTok has the ability to inspire people to take action. A study commissioned by TikTok showed that 43% of its users go somewhere or try something new after watching it on the platform. For brands, creating viral content on TikTok, such as challenges, offers an opportunity to inspire unique actions from consumers.
TikTok Marketing & Advertising Statistics
TikTok is quickly becoming a top marketing channel for brands in various industries. In this section, we’ll look at stats related to using TikTok for business, branding, marketing and advertising to help you see better results out of your campaigns.
15. 68% of TikTokers remember a brand better if they feature a song they like in their videos
Music has a huge impact on our lives, and brands are leveraging TikTok’s sounds to engage with their audiences and connect with them in unique, personal ways.
This results in various benefits from higher brand retention to increased interest to stronger connections. For instance, studies show that if a brand features a song users like in their videos, 68% of those users remember the brand better.
16. TikTok users feel closer to brands they see on the platform
Music is not the only thing that can bring your brand closer to your customers. Just being your authentic self can automatically land you in their good books. Studies show that 56% of users and 67% of creators on TikTok feel closer to brands that publish unfiltered, human content.
Additionally, 45% of users feel more connected to brands that offer value on the platform, such as by teaching users something new or simply giving information about themselves. According to TikTok’s “What’s next” Insight report, one of the fastest-growing hashtags in 2021 was #inflation. Videos about #inflation saw a nearly saw a nearly 1900% increase, as people came to the platform to learn about what’s causing inflation and the impact it has on them.
17. 49% of users said TikTok helped them make purchase decisions
While it’s true that most people come to TikTok for entertainment, brands should not take the platform lightly. Nearly 50% of TikTok users said the platform helped them decide what to buy after seeing the product advertised or promoted on TikTok. Partnering with the right influencers can help you promote your products while still ensuring the content is funny or entertaining.
18. 63% of TikTok videos with the highest CTR get their message across fast
The first few seconds of your TikTok ads and videos are crucial. Studies show that more than half of all the TikTok videos with the highest clickthrough rate (CTR) highlight their key message or product within the first 3 seconds.
So, keep your TikTok ads and videos short and sweet, and get to the point quickly. But make sure you still deliver value and work it all into a narrative that resonates with your audience.
19. Vertical TikToks see a 25% higher 6-second watch-through rate
Take advantage of TikTok’s full-screen experience to deliver the best user experience and see better results from your ad campaigns.
Studies show that ads shot in 9:16 that use 100% screen space get watched through for 6 seconds 25% more than ads shot in other aspect ratios.
20. 72% of TikTok users find ads on the platform inspiring
Studies show that 72% of users find ads on TikTok inspiring more than any other social platform. This proves that brands are actively tailoring their ads to appeal to the user base. Below you can see how brands use product links and collection ads to announce their latest launches.
TikTok users are generally receptive to new and inspirational videos from both brands and creators. According to the platform, users are in an exploratory mindset when scrolling through their feed.
21. Collaborating with TikTok creators can increase ad recall by 27%
TikTok influencer marketing drives real results. Partnering with creators on the platform can help increase ad recall for TikTok-specific branded content by as much as 27%.
Instead of creating ads in isolation, brands should consider the ad creation process as an integral part of their influencer marketing campaigns.
22. Using Branded Hashtag Challenges can boost your TikTok ad campaigns
People use hashtags to find content they care about, and brands can use this as an opportunity to increase visibility. Studies show using Branded Hashtag Challenges (HTC) on TikTok can drive better results for ad campaigns on the platform. Compared to standard mobile ads, Branded HTCs generate 4x higher ad recall and 4.5x higher brand awareness. Brands should consider sponsoring hashtag challenges to boost engagement, awareness and overall ROI.
TikTok Influencer Statistics
Influencer marketing has been dominated by Instagram for a very long time, but TikTok is increasingly giving the Meta-owned app some seriously tough competition. Let’s look at stats about TikTok influencers and their potential to help your brand reach a larger audience.
23. The top TikTok user has 136 million followers
The top TikTok user is Charli D’Amelio with 136 million followers at the time of writing. The second most popular TikTok user is Khabane Lame with 131.9 million followers.
Charli D’Amelio posts mostly dance videos and viral trends that her TikTok followers love, along with partnering with major brands for influencer campaigns. If you’re interested in trying influencer marketing to reach younger generations, TikTok influencers could be perfect for you.
24. US influencers see high engagement rates on TikTok
TikTok is one of the best places to create an engaged community and audience around your brand. With an engagement rate of nearly 18% with micro-influencers on the platform, TikTok has a significant lead on Instagram’s 3.86% and YouTube’s 1.63% engagement rates.
This makes TikTok the perfect place to implement a micro-influencer strategy. Similarly, the report also showed that larger influencers still had the highest engagement rate on TikTok.
25. TikTok’s most popular influencer made $17.5 million in 2021
The highest paid stars on TikTok officially earn more than many S&P 500 CEOs. Charli D’Amelio, the top TikTok user and her sister raked in $17.5 million and $10 million respectively in 2021 alone. Another popular influencer, Addison Rae, made $8.5 million last year, which is more than Costco’s CEO.
26. 45% of marketers use TikTok for influencer marketing
While Instagram is still the preferred platform for influencer marketing among brands and marketers, TikTok is catching up fast. With 45% of marketers using the micro-video platform for collaborating with like-minded influencers, TikTok clearly helps brands connect with their audience through people they follow and trust.
Additionally, TikTok’s creator-first approach and exploration-oriented user base makes it an attractive option for brands looking for influencer marketing opportunities.
27. TikTok’s most-liked video of 2021 has 48.4 million likes
Trending on TikTok is not easy, but videos that do get popular are often so simple (yet wildly entertaining.) Nick Luciano’s 12-second video of him lip syncing to a song has secured around 48.4 million likes, making it the most-liked video of 2021. This is closely followed by ToTouchAnEmu’s dancing drone clip, which has over 44 million likes at the time of writing.
TikTok Revenue & Growth Statistics
In this section, you’ll find statistics on TikTok’s revenue and growth as a company, and what this information could mean for your business.
28. In 2021, TikTok was the top most downloaded app in the world
TikTok’s popularity is here to stay. In 2021, it was the most downloaded app with more than 700 million downloads, surpassing both Facebook and Instagram. The video-sharing app managed to keep the spot from 2020 despite being banned in a major market like India.
In Q4 2021, the app was downloaded over 170 million times, with close to 20 million installs coming from the US. Overall, this means the interest in TikTok remains high, not just in the US but all over the world.
29. Consumers spent around $2.3 billion on TikTok in 2021
Last year, TikTok saw an estimated $2.3 billion in consumer spending, including on Douyin — the Chinese version of the app.
The app’s parent company, ByteDance, saw a total revenue of $58 billion in 2021. This was a 70% year-over-year growth, and the platform’s growth is expected to continue in 2022. Options for brands to use paid ads on TikTok are likely to increase as a revenue source for the company.
30. TikTok is available in over 150 countries
The video-sharing platform is available in more than 150 countries worldwide in 75 languages, giving brands the opportunity to target users from all around the globe. International brands should especially take advantage of this platform and the reach it has to offer.
Start creating your TikTok marketing strategy
Ready to create an effective TikTok strategy for your brand? Keep these TikTok statistics in mind as you begin creating your content so you know exactly who to target and how to go about it. Then follow these video marketing basics to support your social media marketing strategy.
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