If you’re a marketer looking to make an impact on TikTok, then you need to know the latest TikTok statistics and trends.
Though the platform rose to fame as a space for Gen Z dance challenges, TikTok has grown to encompass every kind of content and community. In fact, with features like in-app shopping, live streaming, and branded hashtag challenges, it’s now an essential tool for brands looking to connect directly with customers. (Good thing it’s finally possible to schedule TikTok posts.)
As you develop your TikTok marketing strategy, here are the key TikTok stats to keep in mind.
Since launching in 2016, TikTok has skyrocketed through the app-o-sphere to capture the hearts and minds and screens of social media users, with some seriously brag-worthy numbers.
Here are the general TikTok stats you need to know.
More than a billion people now sing, dance, perform, and shop on TikTok. The app hit a staggering 1.92 billion users in 2023, a 16% increase from the previous year. The app is expected to reach 2 billion by the end of 2024.
While TikTok dominates in many countries, China’s version of the app, Douyin, has 750 million daily active users as of 2023.
TikTok’s rise in popularity has been swift and global. The app is now the most downloaded app in more than 40 countries and is currently available in 150+ markets and 35+ languages.
In 2023, TikTok became the fifth most downloaded app on the Apple App Store, outgrowing other popular apps like Facebook, Instagram, and Snapchat but coming up short against newcomers like Temu and CapCut (though these apps are arguably closely related to TikTok’s rise).
TikTok is worth a whopping $50 billion as of 2024. Its parent company, ByteDance, is also estimated to be worth $275 billion.
In 2023, TikTok announced that it would limit minors to one hour per day on the app in an effort to promote healthier screen time habits.
Users aged 13-17 will receive an alert after one hour of use and have the option to enter a passcode for an additional hour. Children under 13 will require parental permission and a passcode for up to 30 minutes of extra use.
According to TikTok, 90% of users say that the app makes them happy. They also report it never gets boring.
While TikTok may be popular with teens, established brands are less confident in the social media platform than competitors like LinkedIn, Instagram, and WhatsApp.
But, hey, it’s still beating out X (formerly known as Twitter) and Threads, coming in at spots 9 and 10, respectively.
You’ve probably got a broad picture in your head of who the average TikTok user is—but the truth is, not everyone on the platform is a Billie Eilish impersonator.
Here are some TikTok user statistics to keep in mind.
While TikTok might have a teeny-bopper reputation, 18.2% of its global audience is made up of women aged 18-24. Female users aged 25 to 34 years represent 16.3% of the platform’s users.
On the flip side, approximately 18% of TikTok users are male aged 18-24.
TikTok is the second most engaging app after Instagram, with 29% of its active installs opening the app daily.
As of 2023, US adults spend a total of 4.43 billion minutes per day on TikTok. This is more than five times the amount of time they spent in 2019. Insider Intelligence predicts that by 2025, TikTok will surpass all other social media apps in daily minutes spent.
New research from Pew shows that two out of every three US teens use TikTok daily, with 16% saying they use it almost constantly.
Source: Pew Research Center
According to TikTok, millennial users are 2.3x more likely than other platform users to create a post and tag a brand. Who knew millennials were such brand promoters?
TikTok found its users are 1.4x more likely to buy a new tech product in the next six months than users on other platforms. This is great news for tech brands looking to reach a younger, tech-savvy audience.
The majority of TikTok users gravitate towards the platform because of its distinct storytelling format. Of Gen Zers who use the app, 2 in 5 were drawn to content that feels more tailored to their tastes.
Even baby boomers love the app, with over 1 in 4 expressing a fondness for TikTok’s narrative-driven, short-form videos.
An Adobe study found that tutorials are the most popular type of content on TikTok, with 62% of users preferring them. This is followed by product or service reviews at 39%, and personal stories at 38%.
People have been shouting about the death of cinema for decades, but TikTok found that 76% of Gen X TikTok users go to the cinema regularly. This is good news if you’re in the movie business. Or, trying to create a community of like minded movie-lovers on the platform.
Knowing who uses TikTok is important for marketers, but so is understanding how they use it.
Here are the TikTok usage statistics you should be paying attention to.
Over two in five Americans use TikTok as a search engine, with one in 10 Gen Zers relying on it more than Google. Yet, Google still beat out TikTok as the most-used search engine overall.
TikTok is not just for entertainment, it’s also becoming a source of news for many users. 43% of TikTok users say they regularly get news on the app, up from 33% in 2022. This puts TikTok on par with Facebook as a news source for its users.
Source: Pew Research Center
In the past, most TikTok users valued “relaxing” content on the app. But this year saw a shift in sentiment, with 53% of users now preferring “funny” content.
Podcasts may be all the rage these days, but they’re facing some competition from TikTok. 41% of Gen Z users say they have spent less time listening to podcasts since joining TikTok.
Bonus: Get a free TikTok Growth Checklist from famous TikTok creator Tiffy Chen that shows you how to gain 1.6 million followers with only 3 studio lights and iMovie.
Gen Z users in the U.K. are looking for a little brand love. Data from TikTok found that in Britain, Gen Z users are 1.2x more likely than other platform users to DM a brand after buying a product.
Think your TikTok movie ads aren’t working? Think again. Data from TikTok found that U.S. users who see content about TV and movies are 1.3x more likely to recall the title than if they just watched a trailer.
For Gen Z, traditional shopping is out, and community recommendations are in. Data shows that Gen Z users who shop on TikTok are 1.8x more likely to make a purchase based on community recommendations than traditional marketplaces.
Finance content reigns supreme in the Philippines. According to data from TikTok, 95% of TikTok users feel finance-related topics are very important to them.
If you’re not using TikTok for business yet, what’s the hold-up? Here are a few TikTok business statistics and trends to help you get started.
While once seen as a platform for only dance trends and viral videos, businesses are now actively creating content on TikTok. Adobe found that 54% of business owners have used TikTok to promote their brand, with an average of nine posts per month.
Along with creating their own content, some businesses are also tapping into the potential of influencer marketing on TikTok. 1 in 4 small business owners have used TikTok influencers for product sales or promotions.
Businesses are getting on board with TikTok, and they’re willing to invest in it too. On average, 15% of a business’s marketing budget is allocated for TikTok content creation.
43% of these businesses focus on content related to their product, while other popular types of content include product or service reviews, video tutorials, personal anecdotes, and trending challenges or memes.
While the platform shows promise, with 53% of business owners intending to boost their investment in TikTok affiliate marketing next year, challenges persist. One-third of businesses report struggling to boost engagement rates, while 25% say creating content consistently is a challenge.
There’s no better indication that the world has changed than data showing that TikTok ads outperform TV ads. One study found that, despite having lower frequency than TV ads, TikTok ads generated roughly the same amount of dollars per 1,000 impressions as TV ads.
So if you’re still thinking traditional advertising is the way to go, it may be time to reconsider and give TikTok a chance.
Data from TikTok and Nielsen also found that the platform is the fastest-growing channel for product discovery. According to the data, 15% of product discoveries begin on TikTok.
While advertising falters on many other popular channels, TikTok continues to impress with its return on ad spend (ROAS). According to data from TikTok, advertisers are now seeing an average return of $2 for every $1 spent.
Consumers love spending money on TikTok. In fact, it was the first non-game mobile app to hit the $10 billion mark in consumer spending across the Apple App Store and Google Play. This sets TikTok apart from all other non-game apps, which include Facebook, Instagram, and WhatsApp.
Working with creators on TikTok can really pay off for businesses. According to TikTok, ads with creators drove a 26% increase in brand favorability among social/video platform users in the U.S.
TikTok users often turn to the app for a quick pick-me-up, and this is reflected in their purchasing decisions. According to data, TikTok users are 1.3x more likely than other platform users to purchase a product to lift their spirits.
If you’re an auto brand in Indonesia, you may want to consider hopping onto TikTok. According to a study, 83% of Indonesian TikTok users have a better impression of auto brands after seeing them on TikTok.
Montana was the first state to ban TikTok in 2023. Montana Governor Greg Gianforte signed Senate Bill 419, citing concerns about the app’s potential threat to user privacy and security as a reason for the ban.
TikTok continues to grow in popularity. In 2021, the app had just 655.9 million users. By the end of 2023, the app boasted more than 1.5 billion users.
TikTok has seen a steady increase in its user base since 2020. In 2022, the number of TikTok users worldwide grew by 15.1%, and it is predicted to grow by another 10.5% in 2023, reaching a total of 834.3 million users.
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