31 TikTok Marketing Statistics You Must Know


With TikTok’s staggering reach and influence continuously growing, staying informed about the platform’s latest marketing statistics and trends is essential.

TikTok now has over 1.5 billion active users worldwide on a monthly basis.

Individuals, especially Gen Z, spend billions of minutes on it daily, making it an unprecedented arena for marketers and brands.

Leveraging TikTok’s dynamic features offers numerous opportunities for heightened engagement and impulse purchases.

Key TikTok Marketing Statistics
  • TikTok is expected to hit over 2.25 billion users by 2027
  • The US has the largest TikTok audience of any country, with almost 150 million users
  • Nearly half of TikTok’s platform content creators are aged 18 to 25
  • Users spent 4.43 billion minutes on TikTok each day in 2023
  • 61% of marketers use TikTok for influencer marketing
  • 30% of TikTok users use TikTok shop daily.
  • 61% of marketers use TikTok for influencer marketing.

1. TikTok is expected to hit over 2.25 billion users by 2027.

(Source: Statista)

Accounting for a colossal user base expansion, TikTok’s potential reach for marketers is expanding proportionally.

With users spending an average of 95 minutes daily on the platform, the engagement rates indicate a deep market penetration.

TikTok’s demographics are diverse, suggesting that businesses of various types can find a receptive audience on this platform.

It’s also notable that TikTok’s potential ad reach is already significant, with a steep year-over-year increase reflecting a growing opportunity for brand exposure.

2. TikTok was the second most downloaded mobile app in December 2023.

(Source: Statista)

With 47 million downloads, it remained a dominant platform for user engagement and content creation.

The breadth of TikTok’s audience offers a fertile ground for marketing efforts. Its user base is vast and diverse, allowing for segmented and targeted marketing campaigns.

Here’s a snapshot of TikTok’s prominence in that month:

1Instagram54 million
2TikTok47 million

Remember, an app’s popularity is a moving target, and while TikTok was in second place in December 2023, consumer behavior can shift.

However, the platform’s consistent high ranking over time suggests a stable trend in its download rates.

Your marketing strategy could leverage TikTok’s strong performance and user engagement. The high download rate likely correlates with active users, providing an impressive audience size for your brand’s visibility and engagement activities.

3. TikTok has over 1.5 billion monthly active users.

This level of engagement places TikTok at the forefront of consumer interaction, trailing behind only giants like Facebook and YouTube.

TikTok’s user base has grown exponentially. Its climb to over 1.5 billion users reflects a diverse and wide-reaching audience, signaling robust potential for brand exposure.

This user count isn’t just a statistic; it represents a diverse demographic spectrum and a broad international reach. It’s a goldmine for accessing numerous consumer segments worldwide.

With solid user engagement and a continually growing audience, integrating this platform into your strategies could significantly increase brand growth and outreach.

4. 30% of TikTok users use TikTok shop daily.

(Source: Statista)

TikTok is more than just a social media platform. It’s a bustling marketplace, too.

The TikTok Shop is an online marketplace integrated into the app. It offers users the convenience of browsing and purchasing products without leaving the platform.

This indicates a significant conversion rate, especially among those who use the app more regularly.

The simplicity of having the shop feature embedded directly into the TikTok interface might contribute to these high usage numbers.

Since the marketplace draws various brands and products together, you should consider the types of goods performing well.

Sales volume figures reveal that food products account for 15% of the overall sales, whereas household care brands contribute around 4%.

With these numbers, your marketing strategy may need to account for the growing trend of integrating shopping experiences within social platforms, especially among frequent users.

5. TikTok tops the Apple App Store’s must-have apps list.

(Source: ABC News)

This prestigious ranking reflects the app’s significance in the digital landscape and showcases its integral role in today’s social media culture.

Appearing at the top of the App Store signifies user preference and can also indicate an app’s potential for sustained growth.

As you strategize marketing campaigns, this information can guide your decision-making process, ensuring that you align your efforts with platforms that exhibit a strong presence and credibility among users.

6. The US has the largest TikTok audience of any country, with almost 150 million users engaging with the popular social video platform.

(Source: Statista)

This impressive number underlines TikTok’s significant reach and influence on American social media consumers.

Indonesia followed, with around 126 million TikTok users. Brazil came in third, with almost 99 million users watching short videos on TikTok.

U.S. users show a propensity for frequent interaction with the app, ranging from content creation to viewership.

7. TikTok was the highest grossing app of 2023.

(Source: Business of Apps)

This impressive achievement reflects TikTok’s rapid growth and success in the mobile app market.

Over the years, TikTok has amassed a vast and engaged user base, with millions of active users worldwide. This large audience provides a significant opportunity for monetization through advertisements and in-app purchases.

TikTok’s unique format and engaged user base make it an attractive platform for advertisers looking to reach a large and diverse audience, leading to increased ad revenue.

8. TikTok is a Hub for Young Adult Creators.

(Source: eMarketer)

TikTok has become a vibrant community driven predominantly by young adults. Statistics show that nearly half of the platform’s content creators are 18 to 25. This demographic is at the core of TikTok’s creative force, shaping trends and engaging with a global audience.

Users under 13 have a separate experience tailored to a younger audience, which operates under more stringent regulations to protect minors’ privacy and online experience.

The appeal of TikTok to the 18-25 demographic can be linked to its alignment with the interests and media consumption habits of Millennials and Generation Z.

As such, marketers target this age group, understanding that they represent a significant portion of content production and consumption on the platform.

TikTok’s design and algorithms cater to these young adults’ creativity and engagement preferences.

Remember that while users below 18 can participate, they do so within a controlled environment that limits their exposure to the full range of TikTok’s functionality.

9. TikTok is the most engaging social media platform.

(Source: Social Insider)

Engagement is a key metric when navigating the social media landscape for marketing purposes. TikTok has rapidly ascended to the top, becoming the most engaging social media platform.

Engagement is measured by how users interact with content, such as likes, comments, shares, and the average amount of time spent on the app.

Regarding numbers, TikTok’s algorithm feeds into the engagement cycle, ensuring that users are continually presented with content tailored to their interests and behaviors.

The app’s allure stems from its ability to offer a personalized stream of short-form videos, making it irresistible for users to keep watching and interacting.

10. In 2022 TikTok generated U.S. $4 billion in advertising revenue. This figure is expected to double by 2024 and nearly quadruple by 2026.

(Source: Statista)

Although these forecasts have been adjusted due to potential bans in certain countries, TikTok’s explosive growth in recent years is undeniable.

The significant increase in TikTok’s ad revenue can be attributed to several factors.

For example, it can be attributed to the growing popularity among younger demographics and the platform’s focus on enhancing in-app shopping and social experiences.

As TikTok continues to evolve and innovate, its potential for continued growth in advertising remains immense.

11. TikTok’s Engagement Rate Decreased by 35% Compared to Last Year

(Source: Social Insider)

These statistics depict a change in TikTok’s interaction patterns.

Your strategies may need to adapt to this shifting landscape.

Even if TikTok continues to outperform other platforms in terms of engagement, the declining rate indicates a change in content consumption or algorithm adjustments that could affect user interactions.

However, the education sector stands out with the highest engagement rate on the platform.

Tailoring your content to educational angles or collaborating with educational influencers could mitigate the decline in engagement.

Consider closely analyzing your engagement metrics in your approach to using TikTok for marketing purposes.

Pay attention to how these figures have shifted over time, and align your creative strategies with the current behavior of TikTok users.

Remember, flexibility and responsiveness to trends are key to sustaining success on ever-evolving platforms like TikTok.

12. Users spent 4.43 billion minutes on TikTok each day in 2023.

(Source: eMarketer)

The time investment translates directly into the potential for marketers to reach an engaged audience.

When users spend time on TikTok, marketers view these moments as opportunities to present products and ideas that could resonate with them.

The platform’s algorithm tailors content to your preferences, making it more likely for you to encounter advertisements that align with your interests.

13. TikTok is the leading platform for impulse purchases.

(Source: Statista)

TikTok has emerged as a frontrunner in influencing impulse purchases when considering social media platforms that drive consumer behavior.

Its unique content format and algorithm perfectly complement the quick decision-making process characteristic of impulse buys.

Much of TikTok’s audience comprises younger generations, known for their impulsive buying habits.

Statistically, two-thirds of 18- to 19-year-olds are on TikTok, representing a significant market for brands.

Data reveals that 55% of TikTok users have impulsively purchased while using the platform. This is a higher rate than other social media platforms, with 46% of users reporting impulse purchases elsewhere.

You might wonder what makes TikTok so conducive to impulse buying.

The platform’s immersive content environment serves up videos that often feature products in a natural, compelling, and sometimes viral context.

TikTok has optimized its platform to seamlessly integrate shopping features, making it incredibly easy to buy a featured product on the spot.

Then, there is influencer marketing. Many influencers collaborate with brands, presenting products as relatable and influential.

This can quickly sway your purchasing choices.

Remember to consider how the platform’s unique blend of content and e-commerce transforms the shopping experience into one that is more spontaneous and social.

14. 71.2% of TikTok shop users have bought something after seeing it in their feed.

(Source: Statista)

When you scroll through your TikTok feed, the likes, shares, and follows you’ve given influence the content you see, including product placements.

These subtle shopping cues seem to resonate well, translating into spontaneous purchases.

The takeaway for your marketing strategy is to focus on creating engaging content.

This content should blend seamlessly into the user’s feed to harness the platform’s potential for driving sales.

With a high likelihood of in-feed purchases, TikTok is an invaluable tool for digital marketing efforts.

15. 61% of marketers use TikTok for influencer marketing.

(Source: HubSpot)

TikTok influencers boast high engagement rates due to compelling content that resonates with a broad user demographic.

Also, TikTok’s algorithm often favors content that can quickly go viral, making it an ideal platform for brand exposure.

Influencer Tiers on TikTok:

  • Micro-Influencers: Accounts with 10,000 to 50,000 followers.
  • Mid-Tier Influencers: Accounts with 50,000 to 500,000 followers.
  • Macro-Influencers: Accounts with 500,000 to 1 million followers, who charge between $150 and $3,500 per post.

As a marketer looking to leverage TikTok for influencer marketing, you should ensure the influencer’s audience aligns with your target demographic.

Weigh the potential ROI against the costs of working with various influencer tiers.

Collaborating on a content strategy that aligns with your brand values and the influencer’s creative styles is best.

16. Smaller influencers have higher engagement rates than larger influencers.

(Source: Impact)

When crafting your TikTok marketing strategy, consider influencer engagement rates.

Smaller influencers on TikTok, those with follower counts ranging from 5,000 to 10,000, have some of the highest engagement rates, sometimes reaching up to 76.23%.

Engagement rates tend to decrease as the number of followers increases.

For influencers with 10,000 to 50,000 followers, engagement rates average around 37.77%.

As the audience size grows, the level of engagement proportionally diminishes.

Here’s a quick breakdown of the typical engagement rates based on follower counts:

  • 5k-10k followers: 76.23% engagement rate
  • 10k-50k followers: 37.77% engagement rate
  • 50k-100k followers: Lower engagement rate than smaller influencers

Collaborating with nano- and micro-influencers can be more effective due to their higher engagement rates, meaning your content could receive more genuine interaction.

Smaller influencers often cultivate a more personal relationship with their audience, resulting in a more engaged community.

When considering influencers for your campaign, look beyond follower numbers.

Assess the quality of interactions and the authenticity of their community engagement.

In your strategy, prioritize influencers who can foster a strong connection with their audience, as this is often synonymous with better engagement rates.

17. Netflix was one of the most talked about brands on TikTok in 2022, with more than 8.5 thousand influencers mentioning it.

(Source: Statista)

The strategy was simple yet effective; it hinged on creating shareable, meme-worthy content that resonated with the TikTok audience.

Netflix’s content naturally aligned with TikTok’s user base, which is predominantly young; over 90% of Netflix’s TikTok followers are under the age of 24.

This demographic overlap drives Netflix’s content strategy, focusing on creating appealing and relatable posts.

18. Social Media Personality and Comedian Khabane Lame.

(Source: Social Blade)

Khabane Lame (@khaby.lame) has established a staggering presence on TikTok, amassing almost 161.8 million followers globally.

His position as the top English-language content creator on the platform is a testament to the massive appeal of his relatable and often humorous content.

You’ve likely seen his videos, which often feature a signature no-commentary style, predominantly captioned with the use of expressive facial reactions and gestural comedy.

Follower Rankings on TikTok:

  • Khabane Lame: ~161.8 million followers
  • Charli D’Amelio: ~152.6 million followers
  • Bella Poarch: >93.9 million followers

Boldly leading the pack, Lame’s follower count benchmarks the pinnacle of TikTok’s success and highlights the shifting dynamics in audience preferences.

His silent sketches that playfully critique overly complicated life hacks resonate across language barriers, capturing a universal appeal that transcends cultural specifics.

Lame’s ability to cultivate such an expansive following underscores the importance of originality and accessibility in content creation.

19. Nobody Sausage (handle: @nobodysausage) was TikTok’s most followed virtual creator, with 16.7 million followers.

(Source: Statista)

You might be familiar with Nobody Sausage, a digital personality who caught the attention of millions on the platform.

With a follower count peaking at 16.7 million, Nobody Sausage earned the title of TikTok’s most followed virtual creator.

Why does it matter concerning your presence or brand on TikTok?

Consider the persona’s reach and ability to engage an audience.

It demonstrates that even non-human entities can create meaningful interactions and potentially leverage them for marketing.

Your takeaways from Nobody Sausage’s success could shape your approach to TikTok marketing.

Pay attention to what captures an audience’s imagination and fosters interaction, irrespective of the creator’s physical existence.

The ability to engage and grow a following reveals the nuances of user preferences within TikTok’s ecosystem.

20. 43% of Surveyed Marketers Said They Would Increase the Usage of TikTok Advertising.

(Source: Statista)

Despite this growing interest in TikTok, 45% of marketers are not incorporating the platform into their marketing strategies.

Various reasons, such as target demographics, content fit, or platform familiarity, could underpin this decision.

  • Why Marketers Are Investing More:
    • TikTok’s unique algorithm offers highly personalized content, potentially increasing ad relevance and engagement.
    • The platform’s user base is rapidly expanding, with a notable presence of younger demographics.
    • Creative and viral trends on TikTok provide fresh opportunities for brand visibility.

Remember that your decision to increase advertising on TikTok should align with your brand goals and target audience.

As preferences and trends shift, staying informed and adaptable will be key to leveraging TikTok effectively.

With nearly half of your peers poised to dive deeper into TikTok advertising, the platform is certainly carving out a substantial space in the digital marketing landscape.

21. Bytedance – the owner of TikTok – had estimated earnings of over 31.6 billion dollars with advertising.

(Source: Statista)

The reach of TikTok’s advertising extends to over a billion monthly active users, an audience that expanded incredibly fast. This suggests an exceptional engagement rate worth your attention.

Remember, these statistics aren’t just numbers but indicators of consumer behavior and evolving digital landscapes.

Bytedance’s robust earnings from advertising tell a story of effective monetization strategies you could adopt for your marketing endeavors.

22. In 2022, the average minimum price per post of TikTok mega-influencers with more than one million followers worldwide was 1,200 U.S. dollars.

(Source: Statista)

If you sought the promotional services of mega-influencers on TikTok, who boast over a million followers globally, your budget would have to accommodate the average minimum charge of $1,200 per post.

This pricing benchmark offers a clear starting point for negotiating with potential influencer partners.

Remember that exact rates can vary based on several factors, including the influencer’s specific niche, engagement rates, and campaign complexity.

However, you can use this information to understand the ballpark costs and plan your marketing strategy around these numbers.

23. TikTok removed around 211 million false followers from its platform in the third quarter of 2023 due to fake accounts.

(Source: Statista)

Fake followers can distort the perception of popularity and skew engagement metrics.

Advertising can affect your marketing decisions, including where to allocate your budget. Authenticity ensures that your ads reach real potential customers.

TikTok is particular about user trust. Keeping the environment free of fake interactions helps maintain the trust that users have in the platform.

TikTok’s action might have resulted in fluctuations in follower counts, but it prioritized the platform’s health over-inflated numbers.

24. The fastest-growing TikTok user worldwide in 2022 was Brazilian sports influencer Luva de Pedreiro.

(Source: Statista)

Last year, he increased his audience by an astonishing 1,546 percent.

As a sports influencer, Luva de Pedreiro carved out a niche for himself, sharing content that resonated with a large audience within Brazil and globally.

His authentic style and engaging content made him a sensation on the platform.

Your presence on TikTok can be inspired by the strategies that influencers like Luva de Pedreiro use.

By focusing on creating genuine, appealing content within a specific niche, you have the potential to see significant growth in your own TikTok audience.

Remember that connecting with your viewers through engaging and authentic content is key to success on social media platforms.

25. When asked if they have purchased anything offered on TikTok, 56% of respondents in the United States said yes.

(Source: Statista)

ResponsePercentage of Respondents
Purchased after seeing a TikTok offering56%
Open to the idea of purchasing in the future36%
Not interested in purchasing8%

With most users either already engaging in purchases or showing purchase intent, TikTok’s platform holds considerable opportunities for brand visibility and sales conversion.

Tailor your marketing efforts to capture the attention of both eager buyers and those who might be just a nudge away from their next purchase.

Final Thoughts on TikTok Marketing Statistics

With over 1.92 billion users as of 2023, your presence on TikTok can tap into a vast audience.

The platform is expected to cross the 2 billion user mark by the end of 2024, suggesting a steady growth trajectory.

TikTok’s demographics skew heavily toward Gen Zs and Millennials, making it a crucial platform if they are part of your target audience.

Remember, though, that users over 40 represent a smaller yet growing segment—don’t overlook their potential engagement.

Incorporate these insights into your marketing strategy to capitalize on TikTok’s potential.

Stay informed on evolving trends and utilize data-driven decisions to ensure your brand resonates with the TikTok audience.

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