If you run a business aimed at a younger audience, chances are you’re already reaching them onTikTok. If not, it’s time to consider the social media platform as part of yourmarketing strategy.
One of the fastest growing andmost downloadedsocial apps on the planet, TikTok is the place where trends are born, stars are made, and the hottest products sell out in minutes. Brands that understand TikTok users and the unique content they want can achievemarketing goalswith engaging videos andTikTok ads.
Still not sure if TikTok is right for you or your brand? Dive into the latest TikTok statistics to understand the platform’s audience, average time spent on the app, and why partnering with TikTok creators is a smartinfluencer marketingtactic.
15 TikTok statistics for brands and marketers
- 如何many people are on TikTok?
- What are the age demographics of TikTok users?
- What are TikTok’s gender demographics?
- In which countries is TikTok most popular?
- What is the total number of TikTok downloads?
- 如何popular is TikTok?
- 如何much time do TikTok users spend on the platform?
- 如何fast is TikTok growing?
- EntryHow popular is TikTok for ecommerce?5
- 如何much money does TikTok make?
- 如何many influencers are on TikTok (and how influential are they)?
- What’s the ROI of TikTok marketing?
- What’s TikTok’s engagement rate?
- What are the most popular hashtags on TikTok?
- Who are the most popular users on TikTok?
The following TikTok statistics cover a number of topics, including TikTok’s audience and demographics,TikTok for ecommerce,trending TikTok soundsand hashtags inTikTok videos, TikTok ads and ROI, and how the social media platform stacks up against rivals.
1. How many people are on TikTok?
As of the end of 2022, TikTok had reachedover 1.7 billionmonthly active users. Not only is reaching one billion users a milestone that few other social networks have achieved, but the company reached itless than five yearsafter its launch.
In total time to reach 1 billion, the TikTok app takes second place by a slim margin behind Meta’s Facebook Messenger app. Competitors like WeChat, Instagram, and YouTube each took seven or more years to achieve the same numbers.
TikTok’s growth has been unprecedented. At the start of January 2018, the platform had55 million users. By 2027, it is projected that number willexceed2.2 billion.
2. What are the age demographics of TikTok users?
As you develop yourTikTok marketingstrategy, you should narrow in on your target audience rather than cast a wide net. But are your potential customers even using TikTok? While TikTok has high adoption among Gen Z and younger people, other demographics are also using the platform more and more.
The latest TikTok user statistics show there are1.09 billion TikTok users aged 18 and older. This is a significant number because these are the TikTok users brands can advertise to (the minimum user age is 13, but TikTok ads can only be shown to users over 18).
But how does the user age breakdown look among those over 18? As of 2023, the TikTok users over 18 fell into the followingage brackets. The information in parentheses indicates the percentage change of TikTok users in each demographic between 2021 and 2023.
- 18 to 24: 419.9 million users, or 38.5% of TikTok users over 18 ( ⬇️ 11.9%)
- 25 to 34: 354.8 million users, or 32.5% of TikTok users over 18 ( ⬆️ 1.9%)
- 35 to 44: 170.0 million, users or 15.6% of TikTok users over 18 ( ⬆️ 20.0%)
- 45 to 54: 87.3 million users, or 8.0% of TikTok users over 18 ( ⬆️ 25.0%)
- 55 and older: 60.1 million users, or 5.5% of TikTok users over 18 ( ⬆️ 61.7%)
While it’s clear that Gen Z and Gen Alpha still dominate the platform, usage among older generations is growing steadily, with the largest jump happening in the 55 and above bracket. This could be a signal that brands with older target audiences should seriously consider marketing on TikTok.
Success Story: TikTok’s Plant Mom Spun Virality Into a Brand
得到灵感来自索尼娅Detrinidad,抵押贷款专业ssional turned succulent influencer who monetized her audience to start her plant business, Partly Sunny Projects.
3. What are TikTok’s gender demographics?
According to one2022 study, TikTok’s distribution of gender identification among users was as follows:
- 55.3% of TikTok users identified as female
- 44.7% of TikTok users identified as male
This study did not include other gender representations, such as non-binary. However, it’s important to note that TikTok has attempted to position itself as a safe space for queer expression and gender expression,banning misgendering and deadnamingfrom TikTok videos and comments in 2022. TikTok’s own COO alsocame outas non-binary this year.
Five percent在美国的年轻人(30岁以下)确定当trans or non-binary compared to 1.6% of the general US adult population. Mapping this data against TikTok’s own user demographics indicates the gender data above may be incomplete.
If your brand aims to connect with a younger LGBTQ+ community, TikTok may be the place to reach them.
4. In which countries is TikTok most popular?
TikTok is primed to reach two billion users in the next year or two. While the app has gained global acclaim (even though some countrieshave banned it outright), it is more popular in certain regions than others. As of April 2023, the countries with themost active TikTok users(over 18) are as follows:
- United States: 116.5 million
- Indonesia: 113 million
- Brazil: 84.1 million
- Mexico: 62.4 million
- Russia: 51.2 million
Note: While China doesn’t make this list, it’s only because TikTok goes by a different name for Chinese users. There, the Douyin app (also owned by parent company ByteDance) boasts more than780 million active users.
While the US and Indonesia currently have the most active users, TikTok is growing fast in other markets. These include the following, which showedhigh growthof Apple App Store downloads in the first half of 2022 (% growth between Q1 and Q2):
- Colombia: 59.4%
- Mexico: 23.9%
- Egypt: 18.2%
- Nigeria: 12.8%
5. What is the total number of TikTok downloads?
In 2022 alone, TikTok downloads exceeded672 millionworldwide, making it the number one downloaded app among entertainment and video streaming apps. The next most downloaded app in the category is Netflix, with 165 million downloads in 2022. The social app also beat out YouTube, Disney+, and Amazon Prime Video for total global downloads that year.
But TikTok didn’t just dominate downloads in its own category in 2022. It also beat out all other social media apps—and all mobile apps—including Instagram, WhatsApp, CapCut, and Snapchat.
While TikTok downloads experienced asurgeat the height of the pandemic before cooling again, they are on an upward trend into the second half of 2023.
In total, the TikTok app has racked up more than3.5 billion downloadssince its inception.
6. How popular is TikTok?
Although TikTok dominates in growth and is the most downloaded app in the entertainment category, it still has a way to go to catch some of the other social media giants. TikTok is currently thesixth-most-popular social networkglobally (closing in on WeChat), ranked by number of active users:
- Facebook: 2.99 billion
- WhatsApp: 2.7 billion
- YouTube: 2.68 billion
- Instagram: 2.5 billion
- WeChat: 1.67 billion
- TikTok: 1.67 billion
TikTok is forecasted to reach2.25 billion users by 2025and its growth rate is exceeding that of its competitors, therefore it won’t be surprising to see TikTok climb in the ranks in coming years.
7. How much time do TikTok users spend on the platform?
Social media users in the USreportthat the majority of their time spent on social apps is dedicated to TikTok. The popular video sharing app accounts for 32% of users’ social media time, while in second place, Instagram and Facebook account for only 20% each.
But what does this mean in terms of actual time spent on the app? In 2023, the average user spends55.8 minutesper day creating and browsing TikTok videos—a figure that is projected to increase to 58.4 minutes by 2024.
TikTok isn’t just diverting social network users’ attention away from other social media apps. According to TikTok’sown user data, 41% of Gen Z TikTok users worldwide surveyed say they spend less time listening to podcasts since starting to use TikTok. Brands can capitalize on the increasing time spent on TikTok by producing engaging TikTok videos and in feed ads.
Learn more:Best Times To Post on TikTok
8.如何fast is TikTok growing?
Despite its massive growth over the past few years, bolstered by its popularity during the COVID-19 pandemic and the gains it has made among the top social media apps by user count, TikTokisn’tthe fastest-growing social media app in the world. In fact, it ranks fourth behind BeReal, Twitch, and Linkedin, with a16% growth ratebetween May 2022 and January 2023.
9. How popular is TikTok for ecommerce?
Social commerce is expected to reach$80 billionin the US by 2025. As younger internet users forgo conventional search engines and turn to their favorite social networks for product discovery—and even completing a sale—social commerce continues to grow in popularity.
In 2023, TikTok alone hopes tosnap up $20 billionin sales through its own platform, quadrupling its gross merchandise value (GMV) the previous year. And younger users will help the company get there, alreadysignalingthat TikTok is their go-to shopping and discovery platform. TikTokreportsthat 81% of users who made a back-to-school purchase said the platform played a role in their decision.
The good news for brands is thatselling on TikTokis simple due to the platform’s native tools and powerful integrations with ecommerce platforms like Shopify. Product links embedded in Live content, shoppable TikTok videos, and a storefront tab on your brand’s profile are just some of the ways to seamlessly convert fans to buyers.
Connect with shoppers on TikTok
Shopify伴随着强大的工具来帮助你告诉your brand story and create TikTok in-feed ads in minutes. Make sales on TikTok and manage all your orders, returns, and payments from Shopify.
10. How much money does TikTok make?
TikTok’s parent company ByteDanceledunicorn companies in valuation as of April 2023, beating out giants like SpaceX, Shein, and Stripe. ByteDance is valued at $200 billion in 2023. TikTok itself is thefastest-growingmedia brand globally, with a 215% brand value growth rate as of 2022.
In-app purchases on TikTokgrewfrom just $4.57 billion in the first quarter of 2018 to $497.69 billion in the first quarter of 2023.TikTok ad revenuestopped $9.9 billion, an increase of 155% over the previous year.
11. How many influencers are on TikTok (and how influential are they)?
It is estimated that there are more than 100,000 influencers on TikTok. The breakdown ofinfluencer numberson TikTok by audience size is as follows:
- 5,000–10,000 followers: 1,839
- 10,000–50,000 followers: 25,293
- 50,000–100,000 followers: 41,879
- 100,000–250,000 followers: 35,503
- 250,000–1 million followers: 23,024
- 1 million+ followers: 8,931
As a brand, you can find influencers with as few as 1,000 followers. These are called nano-influencers. Brands with small marketing budgets may choose to work with smaller, niche influencers with engaged followings. Rates for working with influencers vary but tend to increase by audience size.
While there are plenty of influential creators to work with, you are guaranteed a return on your investment (ROI). It’s important to work with influencers that are relevant to your brand so they can be an authentic voice. According to TikTok’s自己的研究h, users turn to influencers to make purchase decisions:
- 74% of Gen Z social media and video platform users perceive TikTok creators as reliable.
- Gen Z TikTok users are twice as likely as non-users to join a livestream to buy something promoted by an influencer.
- 78% of TikTok users purchased a product after seeing it featured in TikTok creator content.
Find influencers to drive sales with Shopify Collabs
Shopify Collabs makes it easy to partner with creators, promote your products, reach new customers, grow your sales, and track affiliate campaign performance all from Shopify admin.
12. What’s the ROI of TikTok marketing?
Now that you know that working with influencers on TikTok can be beneficial to your business, what’s the overall ROI of marketing on the platform? According to onestudy, TikTok is tied in second place with Instagram and YouTube, with 16% of marketers citing it as having the best ROI.
In another2022 surveyof small business owners, 78% of this group said they received a positive ROI through TikTok marketing.
With these results, it’s no surprise that many marketers plan to increase their use in the future. 56% reported that they wouldincreasetheir investment in TikTok ads and content—higher than any other social app.
13. What’s TikTok’s engagement rate?
With an average engagement rate of5.69%in 2023, TikTok dominated against social media giants like Facebook, Instagram, and Twitter. While this signals that brands can get a ton of engagement value out of creators they work with, they should be sure to check each creator’s individual rate. Some of the biggest names on TikTok actually havelower than averagerates of 3% or less.
With an average rate of 15.2% in 2022, nano-influencers (those with 1,000 to 10,000 followers) have thebest engagementamong influencer tiers. This is great news for brands. Working with smaller influencers usually means lower ratesandaccessing highly engaged audiences.
为你的品牌也选择使用TikTok管理end on your industry. Certain content performs better on the platform, and some industries and topics demonstrateabove average rates. Those categories are:
- Higher education (16.26%)
- Sports (9.18%)
- Travel (7.43%)
- Financial services (7.41%)
- Non-profits (7.36%)
- Food and beverage (6.84%)
Success Story: How Pizza Pilgrims Pivoted to Sending Pies by Mail
In this episode ofShopify Masters, founders Thom and James Elliot explain how they pivoted during the pandemic. Through trial and error (and “exploding dough”), the two developed a shipping strategy to suit their new pizza kit offerings.
14. What are the most popular hashtags on TikTok?
Hashtags are a critical part of the discovery experience on TikTok. But loading your branded posts with random hashtags isn’t going to move the needle. When usingTikTok for business, research hashtags to help find a balance of those relevant to your brand and community as well as trending hashtags of the moment.
As of January 2023, thetop hashtagson TikTok ranked by post views are as follows:
- #fyp: 35 trillion views
- #foryou: 21 trillion views
- #foryoupage: 13 trillion views
- #viral: 13 trillion views
- #tiktok: 4 trillion views
- #trending: 3 trillion views
- #duet: 3 trillion views
While these are popular hashtags, they are also saturated. What will be more useful to your brand is keeping in touch with emerging hashtag trends that fit with your business and products. TikTik’s ownads platformallows you to see hashtag data and sort by timeframe and industry.
15. Who are the most popular users on TikTok?
If you’re serious about using TikTok for your brand, you’ll have to learn from the best. That means taking a look at popular accounts and content to get inspired and understand what the TikTok audience likes.
According to thelatest numbers, Khaby Lame, an Italian social media personality, ranks first, with 155.1 million followers, recently taking the top spot from Charli D’Amelio. The most popular TikTok creators by follower count are:
- Khaby Lame: 155.1 million
- Charli D’Amelio: 150.1 million
- Bella Poarch: 93 million
- Addison Rae: 88.8 million
- MrBeast: 78 million
Summary: 2023 TikTok statistics
Here’s a quick summary of the top TikTok stats of 2023:
- As of the end of 2022, TikTok reachedmore than 1.7 billionactive users.
- 419.9 million, or 38.5%, of TikTok users worldwide are between the ages of 18 and 24.
- TikTok’sdistributionof gender identification among uses is 55.3% female-identifying and 44.7% male-identifying.
- The country with themost active TikTok usersover the age of 18 is the United States, with 116.5 million users. The Chinese version of TikTok, Douyin, has more than780 million active users.
- TikTok wasdownloaded672 million times worldwide in 2022, making it the most downloaded entertainment and video streaming app.
- TikTok is currently thesixth-most-popular social networkglobally.
- The average TikTok user spends55.8 minutesper day using TikTok.
- TikTok had a16% growth ratebetween May 2022 and January 2023.
- TikTok projects$20 billionin sales through its own platform in 2023, quadrupling its GMV from the previous year.
- TikTok ad revenuestopped $9.9 billion, an increase of 155% over the previous year.
- 78%of TikTok users purchased a product after seeing it featured in TikTok creator content.
- 16% of marketersciteTikTok as having the best ROI among social platforms.
- With an average engagement rate of5.69%in 2023, TikTok dominated against social media giants like Facebook, Instagram, and Twitter.
- Thetop hashtagson TikTok, ranked by post views are #fyp, #foryou, and #foryoupage.
- Themost popular TikTok creatorsby number of followers are Khaby Lame and Charli D’Amelio.
Now that you understand the power of and its popularity versus other social media platforms, you’re ready to craft your TikTok marketing strategy to reach global audiences with branded, entertaining content and TikTok ads that convert.
Tiktok statistics FAQ
Is TikTok decreasing in popularity?
While it’s difficult to know for sure, there are a few signals that indicate TikTok isnotdeclining in popularity. The social media platform may have shown signs of decreasing in popularity after the cooling period following thesurgein TikTok downloads at the height of the COVID-19 pandemic. But TikTok downloads are once again on an upward trend in the second half of 2023.
TikTok downloads aren’t the only measure of success. The TikTok app is growing fast compared to other platforms,reachingmore than one billion TikTok users worldwide faster than many other apps, and marketers areincreasinglyusing the app for its excellent ROI.
如何fast is TikTok growing?
TikTok’s growth has been unprecedented. At the start of January 2018, the app had just55 million users. By 2027, it is projected that TikTok users worldwide willexceed2.2 billion. In 2022 alone, TikTok downloads exceeded672 millionworldwide, making it the number one downloaded entertainment and video streaming app.
The social media platform has a growth rate of 16%. In some markets TikTok downloads in the Apple App Store are growing even faster, including a 59.4% jump for Colombia (percentage growth between Q1 and Q2).
What is the age demographic of TikTok?
The largest demographic among monthly active TikTok users is users between 18 and 24.419.9 million, or 38.5% of TikTok users worldwide, fall into this age bracket. While TikTok typically attracts a Gen Z audience, numbers of active users in other demographics are climbing. The social media app has seen the biggest jump in those over 55.
如何many monthly active users are on TikTok in the US?
The number of monthly active users on TikTok in the US isestimatedto be 80 million as of 2023. Worldwide, TikTok boastsover 1.7 billionmonthly active users.
What is the time spent on TikTok by average users?
The amount of time spent on TikTok by the average user is55.8 minutesper day. The time spent on TikTok is growing. It is projected that average TikTok users will spend 58.4 minutes on the social network by 2024.
