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37 Important TikTok Stats Marketers Need to Know [2024]

Thinking about adding TikTok to your social media marketing strategy? These TikTok stats will help you tell the forest from the memes.

Hannah Macready January 30, 2024
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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.

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General TikTok statistics

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.

1. TikTok reached 1.92 billion users in 2023

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.

2. Douyin, China’s version of TikTok, has 750 million daily active users

While TikTok dominates in many countries, China’s version of the app, Douyin, has 750 million daily active users as of 2023.

3. TikTok is the #1 downloaded app in more than 40 countries

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.

4. TikTok is #5 on the Apple App Store

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).

5. TikTok is worth $50 billion on the NASDAQ

TikTok is worth a whopping $50 billion as of 2024. Its parent company, ByteDance, is also estimated to be worth $275 billion.

6. TikTok is limiting the time teens can spend on the app

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.

7. 90% of TikTok users report that the platform makes them happy

According to TikTok, 90% of users say that the app makes them happy. They also report it never gets boring.

8. TikTok places 7th in the most trusted apps by brands

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.

Brands are most confident in LinkedIn Instagram and WhatsApp in delivering a positive return on investment for their organization

TikTok user statistics

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.

9. 18.2% of TikTok’s global audience were women aged 18-24

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.

10. Young male users make up 18% of TikTok’s audience

On the flip side, approximately 18% of TikTok users are male aged 18-24.

11. 29% of TikTok users open the app every day

TikTok is the second most engaging app after Instagram, with 29% of its active installs opening the app daily.

12. United States adults spend 4.43 billion minutes per year on TikTok

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.

13. 2 out of 3 U.S. teens use TikTok daily

New research from Pew shows that two out of every three US teens use TikTok daily, with 16% saying they use it almost constantly.

graph showing that roughly one in five teens are almost constantly on YouTube and only two percent say the same for Facebook

Source: Pew Research Center

14. Millenial TikTok users are 2.3x more likely to create a post and tag a brand

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?

15. TikTok users are 1.4x more likely to buy a new tech product in the next 6 months

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.

16. Most TikTok users are drawn to the platform’s storytelling format

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.

17. Tutorials are the most popular type of content on TikTok

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%.

18. 76% of Gen X TikTok users go to the movies regularly

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.

TikTok usage statistics

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.

19. 40% of Americans use TikTok as a search engine

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.

20. 43% of TikTok users get news on the app

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.

bar graph showing how different age groups use TikTok for news

Source: Pew Research Center

21. 53% of users come to TikTok looking for “funny” content

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.

bar graph showing TikTok users prefer funny content, then creative content, then relaxing content

Source: GWI

22. Gen Z users prefer TikTok to podcasts

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: Find out what people really want from brands on social—including why they follow, engage, buy, and even unfollow them—in The Social Media Consumer Report.

23. Gen Z users in the U.K. are 1.2x more likely to DM a brand after a purchase

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.

24. TikTok helps U.S. users remember TV and movie titles

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.

25. Gen Z is 1.8x more motivated to shop by community

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.

text on black background reading Gen Z users who shop on TikTok are 1.8x more likely to make a purchase based on community recommendations than traditional marketplaces

Source: TikTok

26. 95% of Filipino users are looking for finance-related content

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.

TikTok for business statistics

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.

27. More and more businesses are creating content on TikTok

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.

28. 1 in 4 business owners use TikTok influencers for product sales or promotions

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.

29. On average, businesses use 15% of their marketing budget on TikTok

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.

30. Still, businesses struggle to make waves on TikTok

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.

list of the top challenges business face when creating TikTok content with converting TikTok engagement to sales is number one

Source: Adobe

31. TikTok ads outperform TV ads

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.

Effectiveness and efficiency of TikTok versus TV ads for return on ad spend and incremental dollars per impressions

Source: TikTok

32. TikTok is the fastest-growing channel for product discovery

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.

33. Advertisers see an average return of $2 for every $1 spent

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.

34. TikTok is the top non-game app for consumer spending

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.

35. Teaming up with TikTok creators pays off

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.

36. Buying brings happiness on TikTok

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.

37. TikTok is improving auto brand impressions

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.

TikTok stats FAQs

What state banned 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.

How popular is TikTok over time?

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.

What is the growth rate of TikTok 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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By Hannah Macready

Hannah Macready is a freelance writer with 12 years of experience in social media and digital marketing. Her work has appeared in publications such as Fast Company and The Globe & Mail, and has been used in global social media campaigns for brands like Grosvenor Americas and Intuit Mailchimp. In her spare time, Hannah likes exploring the outdoors with her two dogs, Soup and Salad.

Read more by Hannah Macready

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