This website uses cookies. By using this website you agree to our Privacy Policy.

Herd 1 profile
Jack Shepherd Co-Founder & Marketing Director
Updated on 15 May 2023

21 Essential TikTok Statistics You Need to Know in 2023

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.

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.

Want to keep up to date on all the latest TikTok platform updates, insights & algorithm changes? Sign up for our weekly Monday newsletter here!

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 3 Billion Times

Available for both iOS and Android, TikTok has been downloaded 3.5 billion times worldwide, making it the 5th app to accomplish this and the first non-Meta owned app.

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 2020, the App Was Valued at $50 Billion by Investors

Although it’s not quite Facebook’s $1 trillion valuation, TikTok is still worth a considerable amount. It’s been valued at $50 billion by investors, which truly speaks to its success, but some experts now put it's 2022 value around $75 billion.

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. These statistics show just how successful the app has become, providing even more reason to jump on board if you haven’t already. It’ll be interesting to see just how it stacks up 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.

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 sixth most popular platform. It falls behind the following: Facebook, YouTube, WhatsApp, Instagram, Facebook Messenger, and WeChat.

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 as of December 2021. The Android version still performs well, but it only has 14.43 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 19 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 19 times per day. How does your usage stack up?

Kids Spend, on Average, 75 Minutes 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.

Time kids spent on the most popular social media apps

In the U.S., kids are spending an average of 87 minutes a day on TikTok, which is higher than the global average. Those in the UK spend 70 minutes per day on the video-sharing app.

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 10-19 accounted for 25% of TikTok’s active users. Here’s how it all breaks down by age group:

  • Ages 10-19 are 25% of users.
  • Ages 20-29 are 22.4% of users.
  • Ages 30-39 is 21.7% of users.
  • Ages 40-49 is 20.3% of users.
  • Ages 50+ are 11% of users.

Data out of the UK is similar. Statista reported the percentage of internet users in the UK who also use TikTok. As of 2020, 24% of 15-25 year olds are using the platform to create and consume video.

Females Accounted for 57% of TikTok’s Active Users Globally

According to Statista, females are the majority of users on TikTok in 2022. They account for 57% of the platform’s active users, while males make up just 43%.

Most of the Platform’s Users Are Based in China

TikTok may be popular in countries all around the world, but most of its users are in China (where the platform is called Douyin) with 600 million daily active users.

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

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.

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.

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 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.

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

14% of Marketers Planned to Up Their TikTok Spend in 2021

According to data from Hootsuite, 14% of marketers surveyed intended to up their spend on TikTok in 2021.

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.

TikTok Earned an Estimated $1.56 Billion in Revenue in Q3 2022

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, you’ll be in good company.

TikTok Revenue 2017 - 2022
Share this article

Continue reading