One of the fastest-growing and most popular social platforms in the world, TikTok is where creativity takes center stage, trends explode, and products fly off the shelves in no time.
Brands that tap into TikTok’s unique culture and embrace its dynamic content can hit their marketing goals with viral videos and impactful ads.
Not sure if TikTok is the right fit for your brand? Explore our latest TikTok advertising stats to uncover ad performance, costs, strategies, emerging trends, and more!
Top TikTok Advertising Stats
TikTok has firmly secured its place at the top.
Challenging the industry’s biggest players, TikTok has shattered records and amassed billions of users worldwide.
For brands looking to reach younger millennials and Gen Z, TikTok is an important channel for engagement. With the right strategy, your brand can go viral and leave a lasting impact on your audience.
Explore these key TikTok advertising stats to see why this platform is the ideal space to connect with your target audience:
1. TikTok has a staggering 1.58 billion active users every month as of April 2024—and that doesn’t even include users in China who use its sister app, Douyin. So, the actual number is even higher!
Number of monthly active users on TikTok and other social media platforms
2. Indonesia is where TikTok has its biggest audience, with 127.5 million users. The U.S. comes in second with 121.5 million, followed by Brazil with 101.8 million.
3. TikTok’s advertising game is going strong, with ad revenue expected to reach $33.1 billion in 2025. That’s a 40.5% jump from 2024, showing just how much brands trust TikTok to connect with audiences.
4. Industries like tech, beauty, and fashion are thriving on TikTok. In 2023 alone, they spent more than $5.4 billion on TikTok ads, knowing it’s one of the best platforms to engage with shoppers.
Industries leading TikTok advertising spend
5. TikTok’s reach is massive—it’s available in over 150 countries and ranks as the most downloaded app in 40+ of them. Plus 1 in 4 TikTok users isn’t active on other social media, making it a goldmine for brands to find fresh audiences.
6. TikTok is a huge hit in countries like the UAE, where user penetration is 128.3%. Saudi Arabia isn’t far behind at 120.3%. It explains why TikTok is an essential platform in these regions.
7. TikTok users love spending time on the app. In the U.S., they spend an average of 53.8 minutes daily, more than on any other social media. Globally, users average 34 hours per month, which is even longer than YouTube or Facebook.
Average time spent per day on TikTok
8. TikTok isn’t just for entertainment—it’s becoming a favorite search tool, especially for Gen Z and millennials. In fact, 2 out of 5 Americans now use TikTok to discover products and services.
9. When it comes to shopping, TikTok is a hotspot for Gen Z. About 63% of them shop on TikTok, compared to 49% of millennials, 35% of Gen X, and 23% of boomers.
10. TikTok ranks among the most popular apps worldwide. In March 2024, it was the third most downloaded app, with 46 million downloads, trailing just behind Facebook and Instagram.
Leading mobile apps worldwide by downloads
TikTok Demographic Stats
Knowing TikTok demographics is crucial for advertising because it helps you tailor your content and messages to the right audience.
When you understand who uses a platform, such as their age, location, interests, and behaviors, you can create ads that resonate with them.
This ensures your marketing efforts are effective and they reach all those people who are most likely to engage with your brand, make purchases, or take action.
Let’s understand the platform demographics through these TikTok advertising stats:
11. The latest TikTok statistics show that 1.58 billion users are aged 18 and older. This is important because brands can only target users over 18 with ads (although TikTok’s minimum age for users is 13).
12. As of July 2024, about 16% of TikTok’s global audience was women between the ages of 18 and 24 years old, while 19% were men in the same age range. Additionally, 15% of female and 19.1% of male users were between 25 and 34 years old.
Distribution of TikTok users by age and gender
13. A study from April 2024 found that 45.7% of TikTok users identify as female, and 54.3% identify as male. This shows that brands targeting men might find success on TikTok.
14. In the U.S., around 55% of weekly TikTok users are women, and 45% are men, meaning brands in the U.S. may have a better chance of reaching a female audience.
US TikTok demographics by gender
15. TikTok has positioned itself as a welcoming space for queer and gender expression, banning misgendering and deadnaming in 2022. This makes it a great platform for brands wanting to connect with the younger LGBTQ+ community.
16. Globally, TikTokers spend an average of 95 minutes daily on the platform—that’s more than any other social network.
17. While kids of all ages use TikTok, younger children tend to spend more time on YouTube. However, TikTok use increases with age:
- 19% of kids aged 3-4
- 25% of kids aged 5-7
- 52% of kids aged 8-11
- 78% of teens aged 12-15
- 80% of teens aged 16-17
TikTok use increases by age
18. Around 63% of teens aged 13-17 say they use TikTok, with 58% using it daily and 17% saying they’re on it almost constantly.
After YouTube, TikTok is the top platform for teens
19. In a Klarna survey, TikTok was more popular among Gen Z than Facebook in all 18 countries except the Czech Republic. Marketers targeting Gen Z should consider shifting their ad budgets to TikTok.
TikTok Ads Performance Stats
The potential to go viral overnight has motivated many brands to invest in TikTok ads.
Companies are willing to pay up to $50,000 per day for a brand takeover, guaranteeing 5 million impressions on TikTok.
Why?
While TikTok ads are generally more expensive than those on Facebook or Instagram, they deliver impressive results.
Here are key TikTok advertising stats that highlight the effectiveness of TikTok ads:
20. On average, TikTok advertisers earn $2 for every $1 they spend. The platform’s ad reach extends to about 13.6% of the world’s population.
21. According to a study, 24% of marketers say TikTok delivers the highest return on investment (ROI) compared to other social platforms.
22. Over half (50.1%) of marketers believe TikTok is the most profitable social media platform for influencer marketing using short-form video. Instagram Reels is second, with 29.9%, and YouTube Shorts is third at 12%.
23. A survey of small business owners found that 51% of those advertising on TikTok reported a positive ROI. Additionally, 45% of brands running paid ads are breaking even on their ad spend.
Small businesses get more engagement on TikTok than other channels
24. TikTok’s ad reach for adults aged 18 and older is 1.604 billion, which is 3 billion more than Instagram’s potential reach.
25. TikTok’s ad rates are increasing at a rate of 12.28% each year—almost twice as fast as Meta’s ad rate growth. According to Gupta Media, ad costs peak around Black Friday and Cyber Monday and are lowest in January.
26. Wednesday tends to be the most expensive day to run ads on TikTok, with a $3.43 CPM. December is the priciest month overall, with CPM averaging $4.15.
27. TikTok offers five ad tiers for big brands, with a branded hashtag challenge costing around $150,000 per day.
TikTok ad types and price
28. 61% of TikTok users say they’re more likely to buy from companies they see advertised on the platform, and 63% consider themselves brand-conscious.
29. 74% of weekly Gen Z TikTok users are more likely to seek out more information after seeing an ad for a product.
30. Hashtag challenges on TikTok can generate creator content that often doubles the return on a campaign.
31. In 2024, the cost of a branded hashtag challenge on TikTok starts at approx $150,000 for a six-day promotion.
32. Ad campaigns aimed at increasing video views typically have the highest investment, averaging $2,537.94 per campaign, and these campaigns also get the most impressions.
33. 55% of TikTok users say they’ve made an impulse purchase after seeing something on the app. This is higher than Instagram (46%), Facebook (45%), and X/Twitter (43%).
Share of social users who made impulse purchases
34. 92% of TikTok users take some action after watching a video, and 37% have purchased something they discovered on the platform.
35. Consumers feel a stronger connection to brands they engage with on TikTok. 41% trust a brand more after seeing an ad, and 31% are more likely to be loyal to a brand after seeing their ad on TikTok.
36. This year, TikTok is projected to account for 3.4% of the total U.S. digital ad market, 2.7% of the total media ad market, and 12% of the total social media ad market.
37. With these impressive results, it’s no surprise that 56% of advertisers plan to increase their investment in TikTok ads and content—more than any other social platform.
Marketers using TikTok will increase their investment in 2024
TikTok Ad Costs Stats
TikTok advertising is growing rapidly as the platform expands and introduces exciting new features.
In the last few months, it has become an even more attractive choice for advertisers, especially with Facebook’s ad performance taking a hit after the iOS 14 update.
As a result, many businesses are now turning to TikTok to connect with their target audience.
But what does it actually cost to reach those users?
Here are some key TikTok advertising stats that highlight important benchmarks like CPC, CTR, CPM, and more!
38. TikTok ads boast a Click-Through Rate (CTR) of 0.84%, higher than Facebook (0.72%) and Instagram (0.59%).
39. The Cost Per Click (CPC) on TikTok is $1, which is much lower than Facebook ($1.72) and Instagram ($3.56).
40. The Cost Per Mille (CPM), or the cost for 1,000 impressions, on TikTok is $10, which is slightly more than Facebook ($7.19) and Instagram ($7.91).
41. The conversion rate (CVR) on TikTok is 0.46%, which is a bit lower than Facebook’s (0.9%) and Instagram’s (0.77%).
42. TikTok delivers a Return on Ad Spend (ROAS) of 1.67, which is higher than Facebook (1.59) and Instagram (1.61).
TikTok Conversion Funnel
TikTok Engagement Stats
Engagement is basically any action that a user takes, like watching a video, liking, sharing, or commenting on a post.
So, how engaging is TikTok? What are the engagement rates for different industries on TikTok?
These TikTok advertising statistics will give you the answer.
43. TikTok ranks first for the most engaging social media platform, with an impressive average engagement rate of 2.65% (by followers). While this might not sound like much, it’s far higher than other platforms. For example, Instagram’s average engagement rate is just 0.70%, and Twitter (X) lags behind with only 0.05%.
44. TikTok accounts with more than one million followers boast an engagement rate of 10.53%, which is significantly higher than Instagram’s 0.95% for accounts with the same follower count.
45. Accounts with 1,000 to 5,000 followers on TikTok experience an engagement rate of 15.04%, while Instagram accounts under 5,000 followers have an engagement rate of 4.21%.
46. Smaller accounts with fewer than 50K followers average around 3% engagement, while larger accounts with more than 1 million followers see an engagement rate of just under 2%.
TikTok engagement rate by follower
47. Gen Z users on TikTok are 1.2 times more likely to interact with a brand during their shopping journey compared to other social media platforms.
48. TikTok ads that use an intriguing narrative structure hold viewers’ attention for 1.4 times longer. The key to this is creating curiosity, which brands should focus on in their campaigns.
49. On average, brands on TikTok see an engagement rate of 2.6% per video. About 20% of brands achieve an engagement rate of 8% or higher.
50. The highest engagement per view comes from sports teams (9.2%), followed by non-profits (5.2%), influencers (4.9%), alcoholic beverage brands (4.3%), and higher education institutions (4.1%), according to RivalIQ’s 2024 TikTok Benchmark Report.
TikTok number of engagements per view by industry
51. Higher education and sports teams lead the way for engagement rates, far outperforming other industries, with food and beverage brands also performing well with an average engagement rate of 4%.
TikTok average engagements per follower on a per video basis
52. The hashtag #fyp (For You Page) holds the title for the most used hashtag on TikTok, with over 55 trillion views as of January 2024. “For You” follows in second place with approximately 31.7 trillion views.
TikTok Ads Best Practices Stats
If you’re running TikTok ads, you’re probably wondering how to get the best results.
The good news?
You don’t have to figure it out alone. Plenty of research, including insights from TikTok itself, highlights proven strategies for effective advertising on the platform.
Here are TikTok advertising stats that reveal the best practices you should follow:
53. TikTok users are 1.8x more likely to discover new and interesting topics they didn’t know they liked. For brands, this means TikTok is a powerful platform to reach fresh audiences who haven’t yet been exposed to their products or services.
54. A TikTok for Business article revealed that 67% of women on the platform rely on creator recommendations when deciding what to buy. Partnering with creators can help brands expand their reach and boost sales.
55. When it comes to video format, TikTok’s vertical feed is key. Videos shot in a vertical orientation get 40.1% more impressions than square or horizontal ones.
56. Nano-influencers (those with 1,000 to 10,000 followers) had an impressive average engagement rate of 11.97% in 2023. For brands, collaborating with these smaller influencers offers a cost-effective way to connect with highly engaged audiences.
Engagement rate of TikTok influencers
57. Variety matters! Videos with visually engaging setups—like B-roll and smooth transitions—get over 40% more impressions. For brands, this is even more critical: 99% of top-performing e-commerce videos on TikTok use multiple settings and angles.
58. TikTok thrives on audio—about 93% of top-performing videos include music or sound clips. And for viewers catching up during quiet moments, captions are a must.
TikTok Trends and Forecast
Finally we’ll dive into key TikTok advertising stats and trends that highlighst the future of advertising on the platform.
If you’re considering TikTok as a long-term part of your advertising strategy, these insights are essential for you:
59. TikTok’s ad revenue is growing fast. It’s expected to jump from $2 billion in 2020 to an incredible $54 billion by 2027, even though growth rates are starting to slow down.
TikTok ad revenue 2020-2027
60. In the U.S. alone, TikTok’s ad revenue is about to hit $10.42 billion in 2024, a 38% increase from 2023. By 2026, that number could rise to $15.26 billion.
61. TikTok is also making more money per user in the U.S. Ad revenue per user is projected to grow by 31.1% this year, reaching $96.71, and climb even higher to $130.31 by 2026.
62. TikTok’s user base is still growing and is expected to keep expanding until at least 2029, although at a slower pace. By 2025, the platform is projected to have 2.14 billion users worldwide, with slower annual growth taking the total to 2.35 billion by 2029.
Number of TikTok users worldwide (2018-2029)
63. By 2025, TikTok is expected to surpass Facebook in the amount of time users spend on the platform. More time spent means more chances for your brand to connect with your audience.
64. Almost half of Gen Z users (48%) shop on TikTok, and this generation’s buying power is massive. By 2030, Gen Z will become the wealthiest generation ever, with $12 trillion in spending power—surpassing baby boomers by 2029. This makes TikTok a huge opportunity for brands to tap into a growing and influential audience.
Conclusion
TikTok has completely changed how businesses connect with people online.
It’s one of the most engaging platforms out there, with over 1.6 billion adults in its ad reach and a strong hold on Gen Z, who are shaping the future of shopping and trends.
From fun hashtag challenges to partnerships with influencers, TikTok offers creative ways for brands to stand out.
These TikTok advertising stats prove it: Ads on this platform drive impressive results, whether it’s about driving impulse purchases or building trust with audiences.
As ad costs rise, TikTok remains a goldmine for marketers who want to grow their brand and connect with new audiences.
If you’re not already using TikTok for your marketing strategy, now’s the best time to jump in and start creating.
