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25 Essential TikTok Statistics You Need to Know in 2024

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Jack Shepherd
Co-Founder & Marketing Director
Updated on 22 Apr 2024

Initially launched in 2016, TikTok has exploded onto the social media scene by giving users the ability to create short-form videos that can be up to three minutes long. It’s become a hub for entertaining content, as people are sharing funny moments and pranks. However, there are plenty of businesses jumping on board and using it as a way to educate their audience and promote their offerings. Either managing it in-house or working with a specialized TikTok agency, this is definitely a platform you want your brand to be present on.

In this post, we’ve compiled a list of essential TikTok statistics that every marketer should know. This data will help you see just how impactful this powerhouse platform can be for creators in every niche.

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To kick things off, let’s dive into some fun TikTok statistics! This data shows how well the platform is doing in terms of its downloads, but also what kind of content garners the most attention from users.

The TikTok App Has Been Downloaded 4.7 Billion Times

Available for both iOS and Android, TikTok has been downloaded 4.7 billion times worldwide. In the initial quarter of 2023, a remarkable 770 million global downloads were recorded.

Much of the app’s growth stems from its surge in users during the COVID-19 pandemic when people were quarantined in the early months of 2020. As they were spending more time at home, they turned to social media in their free time. According to Statista, TikTok saw 180% growth among those ages 15-25 during this time frame.

The most download apps in 2022

Top TikTok Statistics

It Was the Most Downloaded App of 2021

An impressive honour for the video-sharing app, TikTok ranked as the most downloaded app of 2021. It beat out long-time social media favourites Instagram, Facebook, and Snapchat in terms of downloads.

Based on Hashtags, Entertainment is the Most Popular Content Category

Hashtags are a great way to categorize content on social media, making it easier for people to find the types of videos they’re looking for. And according to TikTok statistics, “entertainment” is the most popular content category on the platform worldwide. This particular hashtag has amassed 535 billion hashtag views. The next most popular categories include dance, pranks, fitness/sports, and home renovations/DIY.

top content categories for TikTok

In 2023, the TikTok App Was Valued at $66 billion U.S. dollars.

It’s been valued at $84.2 billion by investors, which truly speaks to its success. Further, in April 2023, ByteDance, the Chinese technology firm behind TikTok, boasted an impressive valuation of approximately $200 billion U.S. dollars, securing its position as the most valuable unicorn on the global stage.

TikTok’s Top Star is Khaby Lame, Who Has the Most Followers

Khaby Lame took over Charli D'Amelio as the most followed TikTok account in June 2022 to lead the way as the app’s biggest creator. He's known for his TikTok videos in which he mocks life hack videos.

TikTok Usage Statistics

In the last few years, TikTok’s usage has truly exploded. In the U.S. alone, there are 102.3 million users in 2023, and the number of users is expected to increase to 121.1 million by 2027.

In the U.S. alone, there are 102.3 million TikTok users in 2023

These statistics show how successful the app has become, providing even more reason to work with a Social Media agency and jump on board if you haven’t already. It’ll be interesting to see how it stacks against veteran platforms like Facebook and Instagram in the coming years.

TikTok Celebrated a Milestone of 1 Billion Active Users in 2021

In September 2021, TikTok published a press release sharing the news of their big milestone.

The app reached one billion active users, allowing it to provide entertainment to its community all around the globe. TikTok statistics like this show just how successful the platform has been in a short time.

TikTok Generates 212.7B Monthly Video Views

According to TikTok, they generate 212.7B monthly video views, as well as see 95.1M monthly video creations.

It’s the Sixth Most Popular Social Media Platform Worldwide

When factoring in the number of active users each social media platform has, TikTok ranks as the fifth most popular platform. It falls behind the following: Facebook, YouTube, WhatsApp, and Instagram.

TikTok ranks as the sixth most popular platform

The App Has 30.8 Million Daily Active Users via iOS

The iOS version of TikTok reigns supreme, as data shows it has 30.8 million daily active users. The Android version still performs well, but it only has 15.4 million daily active users.

It’s Projected There Will be 15 Million UK TikTok Users in 2025

TikTok statistics show the app’s popularity is projected to steadily increase in the UK over the next few years. Statista predicted there will be 15 million UK TikTok users in 2025.

The Average User Opens TikTok 20 Times Per Day

With social media apps available right at our fingertips, it should come as no surprise that we access them multiple times in one day, oftentimes never giving it a second thought. Data shows the average user opens the TikTok app 20 times per day. How does your usage stack up?

Kids Spend, on Average, Nearly 2 Hours Per Day on TikTok

It’s no secret that kids spend a lot of time on their mobile devices these days. Many of them are turning to TikTok for entertainment, which can lead to endless scrolling on the FYP (For You Page).

Globally, data from Qustodio shows children spend an average of 75 minutes per day on TikTok. This makes it the social media platform they are using the most.

Younger phone users are glued to TikTok for around two hours every day, according to a new study that tracked the screen time of kids from ages 11 to 17.

According to data shared by Business Insider, kids between 11 and 17 are spending nearly two hours per day on TikTok, making it the social media platform they use most.

According to TikTok themselves, users spend an average of 90+ minutes on the app daily.

In the U.S., kids spend an average of 113 minutes daily on TikTok, which is slightly higher than the global average of 107 minutes. Those in the UK spend 70 minutes per day on the video-sharing app.

Kids Spend, on Average, Nearly 2 Hours Per Day on TikTok

TikTok User and Demographics Statistics

Even though TikTok is thriving, there are still some brands questioning whether or not it’s worth it to make the platform part of their overall video marketing strategy.

A key element in making that decision is to determine if your target audience is there. Luckily, TikTok statistics help us to see the demographics of their biggest user base to make this decision easier.

TikTok is Most Popular With Younger Generations

The younger age groups can’t get enough of scrolling TikTok. In the U.S., those ages 18-24 accounted for 36.7% of TikTok’s active users. Here’s how it all breaks down by age group:

TikTok is Most Popular With Younger Generations

    Data out of the UK is similar. Statista reported the percentage of internet users in the UK who also use TikTok. As of 2021, 27.86% of 13-17-year-olds and 40.32% of 18-24-year-olds are using the platform to create and consume video.

    According to TikTok themselves, ages 25 to 34 are responsible for 34% of the platform usage and the biggest TikTok users. They also noted how audiences have matured in the UK when comparing 2023 audiences versus 2024.

    Females Accounted for 52% of TikTok’s Active Users

    According to TikTok, their user base is 52% female and 48% male, which is a very even split.

    Most of the Platform’s Users Are Based in China

    TikTok may be popular in countries worldwide, but most of its users are in the United States, with 143.4 million unique monthly users.

    However, it’s worth noting that India had 190 million users before the app was permanently banned.

    However, the video-based social networking platform, known as TikTok internationally, attracted a total of 730 million monthly active users in its home country as measured in November 2022. In China, the app is called Douyin.

    TikTok Marketing Statistics

    Social media ads are an effective way to get your brand in front of more people. Ads help to generate awareness, can boost engagement, and are even great for increasing sales. TikTok allows brands to create a variety of ads as a way for them to reach their target audience. And considering the popularity of the platform, it’s worth considering how TikTok can fit into your marketing strategy and how a Digital Marketing agency might be able to help.

    TikTok Users Are More Understanding and Open to Ads Than General Internet Users

    According to the latest Statista report (2023), 38% of survey participants using TikTok are willing to tolerate advertising in exchange for free access to certain services, which is 4% more than the total number of adults surveyed. Almost 15% of TikTok users struggle to distinguish between advertising and other content.

    However, in order for users to welcome these ads, marketers must build native-looking campaigns that align with the broader user experience.

    TikTok users 63% Inclined to Watch Ads

    61% of TikTok users discover new brands and products on the platform. Also, 92% of TikTok users take action following the content they see on TikTok (share, comment, follow, like, etc.).

    1 in 4 bought Something After Seeing a Beauty TikTok Video

    TikTok confirmed that 1 in 4 bought something after seeing a beauty TikTok video. On top of that, they shared that 67% of TikTok users said that the platform helps them get ideas about brands/products they’ve never thought of before.

    Millennial TikTok Users Are 2.3X More Likely to Create a Post and Tag a Brand

    TikTok shared that millennials on their platform are more likely to share UGC and tag a brand, while Gen Z TikTok users are 1.2x more likely than other platform users to DM a brand after buying a product.

    The TikTok Ads With the Best Performance Have an Emotional Message

    The key to any good ad is to get your audience to feel something.

    TikTok has found that ads with an emotional message have the best performance overall. When you can pull at their heartstrings, they’ll be more inclined to engage and take action. That’s crucial if you want to get the most bang for your buck when investing in advertising.

    63% of All Successful TikTok Ads Communicate Their Message Right Away

    The reality is we have short attention spans. So if your brand is planning to run ads on any platform, including TikTok, you need to hook them immediately. If you don’t, you risk them losing interest and scrolling onto something else.

    TikTok says 63% of all successful ads get their point across right away. If you can secure their attention early on, they’ll be more likely to watch your ad all the way through.

    TikTok’s Top-View Ads Are a Favorite Among its Users

    TikTok offers a variety of options when it comes to ad creation. There are in-feed ads, brand takeover ads, and even branded hashtag ads. With so many options, it gives brands the ability to choose what will perform the best for them and their audience.

    As it turns out, TikTok’s top-view ads are favoured by users.

    However, creating enticing and entertaining assets for your ads is no joke. That's why working with a Creative agency might help your brand with content that delivers.

    TikTok for Business Statistics

    Curious about using TikTok for business? You certainly aren’t alone! Many business owners have taken a chance by joining TikTok and creating short, snappy videos with the hopes they’ll go viral. Here are some TikTok statistics that would be worthwhile for business owners to know:

    U.S. Influencer See an Engagement Rate of Nearly 18%

    Engagement is obviously a key metric for businesses to track on social media. Not only is it a sign that your content resonates with people, but the algorithms seem to favour accounts with high engagement.

    Data shows that influencers in the U.S. have an engagement rate of nearly 18%. That’s a good reason for brands to give TikTok a shot. In fact, engagement seems to be higher for micro-influencers (those with less than 15,000 followers).

    Engagement rate benchmarks for TikTok with influencers

    85% of Brands Planned to Up Their TikTok Spend in 2023

    According to Performance Marketing World, 85% of brands plan to increase their spend on TikTok in 2023. This is a stark comparison to only 39% who plan to increase their Meta budgets.

    With more brands seeing the value in this video-sharing platform, it’ll continue to get saturated. That’s why it’s smart for brands to jump on board now so they can make a name for themselves, perhaps with the help of an advertising agency, to ensure the best results.

    TikTok Earned an Estimated $9.37 Billion in Revenue in Q3 2023

    The reason TikTok statistics like this should matter to marketers is that it’s a good sign for its longevity.

    TikTok is bringing in revenue, which partially comes from brands running ads on its platform. Should you decide to join TikTok and use it as a marketing tool.

    TikTok Earned an Estimated $9.37 Billion in Revenue in Q3 2023
    Herd 1 profile
    Written by
    Jack Shepherd
    Hi! I'm Jack, Co-Founder of Social Shepherd. I didn't choose the name of the agency, but now you can see where it's from...
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