If you ask most young people, they probably have TikTok on their phones. TikTok is an exciting platform for brands to use to reach more customers and connect with users. Its unique format grabs attention quickly, showing short videos that you can swipe through.
The algorithm learns what you like and then shows you the most relevant content. TikTok also allows brands to run ads between videos, acting as a paid media platform.
Since its launch, many businesses have used TikTok to increase sales. But many have failed as well. To be successful on TikTok, you need to understand all important numbers.
Today we’re sharing the list of freshest and most important TikTok stats that will help you understand this platform better.
General TikTok Stats
TikTok’s rise from a growing app to a social media giant has been incredible. With more than 1 billion monthly users worldwide, it’s still one of the most popular and engaging platforms out there.
As TikTok continues to be a go-to place for discovering new things, knowing the key TikTok stats is more important than ever. Now let’s take a look at some of the main numbers:
1. As of May 2024, TikTok has an impressive 1.04 billion monthly active users worldwide, according to estimates from eMarketer. It first hit the 1 billion mark back in September 2021, as announced by its parent company, ByteDance.
Source
2. Of the 3.96 billion people using social media every month, 26.26% are on TikTok at least once a month. When looking at global internet users, which total 5.4 billion, 19.26% are active on TikTok monthly.
3. In 2022, TikTok was the most downloaded entertainment app globally, with 672 million downloads. To compare, Netflix came in second with 165 million, and YouTube had 154 million downloads worldwide.
Source
4. When it comes to content, “entertainment” is the most popular category on TikTok, racking up a massive 535 billion hashtag views, according to Statista. Other top categories include dance, pranks, fitness/sports, and home renovations/DIY.
5. TikTok stands as the 5th most popular social media platform globally, trailing Facebook, YouTube, WhatsApp, and Instagram. It competes with platforms like Snapchat, Meta’s offerings, BeReal, and more.
Source
6. In 2024, TikTok was valued at a staggering $84.2 billion USD, reflecting its massive success. ByteDance, the company behind TikTok, had an impressive valuation of about $200 billion USD in April 2023.
7. Khaby Lame holds the crown as TikTok’s biggest creator, boasting 162.9 million followers, famous for his videos where he humorously mocks life hacks.
8. TikTok’s website, www.tiktok.com, pulls in 145.29 million organic visitors each month and ranks for 57.08 million keywords, according to Keywords Everywhere.
TikTok User & Demographic Statistics
While TikTok is doing really well, some brands are still unsure if it’s worth including the platform in their video marketing strategy.
A big factor in making this choice is figuring out if your target audience is using TikTok.
Fortunately, TikTok stats provide insights into the demographics of its largest user base, making it easier to decide.
9. As of July 2024, Indonesia had the largest TikTok audience, boasting nearly 157.6 million users engaging with the app. The United States followed with about 120.5 million TikTok users, while Brazil came in third, with almost 105.3 million users watching short videos.
10. According to survey data from the Pew Research Center, 62% of US adults aged 18-29 say they use TikTok. This is followed by 39% of those aged 30-49, 24% of adults aged 50-64, and 10% of those 65 and older. If your target market includes adults between 18 and 49, advertising on TikTok could yield significant results.
Source
11. As of July 2024, around 45.2% of TikTok users worldwide were women, while men made up 54.8% of the platform’s total user base.
12. Interestingly, only 25% of users are responsible for creating 98% of all public videos on TikTok, while the average user rarely posts content, according to the Pew Research Center.
Source
13. In the US, 63% of teens use TikTok. Among them, over half (58%) use the app daily, and 17% say they are on it almost constantly.
14. TikTok has been growing steadily since it launched, and predictions suggest it could reach 2.2 billion users by 2027.
15. TikTok is rapidly becoming the most popular app for Gen Z, who now use it more than Instagram, although Snapchat remains their favorite app overall.
Source
TikTok Usage Statistics
How do TikTok’s almost 1.4 billion monthly active users engage with the app, and what are they doing on it? These TikTok stats give us a closer look at what people are up to on the platform.
16. 41% of TikTok users say that getting news is a big reason they use the app. According to the Pew Research Center, most people getting news on TikTok (82%) are under 50 years old, and there are more women (58%) than men (39%) among them. News users on TikTok are also more likely to identify as Democrats or lean Democratic.
17. In comparison, nearly two-thirds (65%) of Twitter (X) users get their news from that platform, while 37% of Facebook users and 33% of Instagram users mention news as a major or minor reason for using those apps.
Source
18. Among TikTok’s daily users, 30% have tried TikTok Shop, while 33% haven’t used it yet but are interested. For weekly users, 29% have used TikTok Shop, and 26% are interested. This presents a great opportunity for brands looking to expand their social commerce strategies on TikTok.
19. According to the YouGov 2024 report, 50% of users watch TikTok for “fun or entertaining” content. Additionally, 36% enjoy sharing things they find interesting, and 31% use it to stay updated on their favorite celebrities.
20. As of March 2024, TikTok was the third most downloaded app in the world, with 46 million downloads. Facebook had 59 million downloads, and Instagram had 58 million.
Source
21. TikTok is a popular app. Its 1.4 billion users spend a total of 4.43 billion minutes watching videos each day, surpassing Instagram users, who watch for 3.91 billion minutes daily.
22. On average, TikTok users spend nearly 24 hours a month on the app, watching, interacting with, and posting videos.
23. Every second, about 272 videos are uploaded to TikTok, totaling 16,000 videos per minute, 981,000 videos per hour, 34 million videos per day, and 707 million videos each month.
24. With social media apps just a tap away, it’s no surprise that we check them multiple times a day. Data shows that the average user opens TikTok 20 times a day.
25. According to Business Insider, kids aged 11 to 17 spend nearly two hours a day on TikTok, making it their favorite social media platform.
26. The algorithm-driven “For You” page is a key feature of TikTok, and 4 in 10 users find the content shown to them “extremely” or “very interesting,” according to Pew Research Center data. Only 14% say it’s “not too interesting” or “not at all interesting.”
Source
TikTok Engagement Stats
How engaging is TikTok? Is going viral the only way to get people to interact with your videos? Let’s check out some TikTok stats about engagement rates and other interesting facts!
27. TikTok has an average engagement rate of 2.65% based on follower count, making it the most engaging social media platform. Instagram follows in second place with a much lower average engagement rate of 0.70%.
28. TikTok’s engagement rate has been dropping about 35% each year, so it might not stay on top for long.
29. Higher education and sports teams lead in engagement rates, with higher education at 9.5% and sports teams at 4.4%, both performing much better than the average across industries. Food and beverage brands follow closely with an average engagement rate of 4%.
Source
30. When it comes to highly engaging content on TikTok, sports teams, non-profits, and influencers are at the top. Sports teams in this report average a remarkable 9% engagement rate per view, although this is down from 11% last year.
Source
31. Gen Z users are particularly active on TikTok when shopping online, engaging with brands 1.2 times more than on other social media platforms.
32. TikTok users also love storytelling. An official TikTok report shows that ads with interesting stories keep viewers watching 1.4 times longer.
33. On TikTok, brands that mention other accounts in 10% or fewer of their videos get the highest engagement rates per view. In contrast, brands with mentions in more than 30% of their videos have the lowest engagement rates.
34. Accounts with fewer than 50,000 followers see an average engagement rate of around 3%. Larger accounts with over 1 million followers have a lower average engagement rate of just under 2% per video.
Source
TikTok Advertising & Marketing Statistics
Social media ads are a useful way to get your brand in front of more people. They help generate awareness, can increase engagement, and are even great for boosting sales.
TikTok lets brands create a variety of ads in a way to reach their target audience. And considering the popularity of this platform, it’s worth thinking about how TikTok can fit right into your marketing strategy.
If your brand plans to have a presence on TikTok, you need to understand the statistics surrounding marketing and advertising on the platform.
35. Only 26% of marketers worldwide are using TikTok, while 89% use Facebook, 80% use Instagram, 64% use LinkedIn, 54% use YouTube, and 44% use Twitter (X).
36. One in three TikTok users has bought something after seeing it on the app. While TikTok hasn’t shared specific data to back this up, it makes sense given how visual the platform is.
37. By 2024, 81% of TikTok’s sales revenue is expected to come from the health and beauty sector, according to NielsenIQ.
38. TikTok’s ad revenue from tools like TikTok Promote was projected to grow by 55% in 2023. While we don’t have the exact numbers yet, it’s clear TikTok’s advertising is thriving.
39. A 2023 Statista report shows 38% of TikTok users are okay with seeing ads if it means free access to services—4% higher than the overall adult population. Nearly 15% of TikTok users have trouble telling ads apart from regular content.
Source
40. Around 61% of TikTok users discover new brands and products on the app, and 92% take action after seeing content (like sharing, commenting, following, or liking).
41. TikTok revealed that millennials on the platform are more likely to share user-generated content (UGC) and tag brands, while Gen Z users are 1.2 times more likely to message a brand after buying a product.
42. Ads with emotional messages perform the best on TikTok. If you can connect with viewers on an emotional level, they’re more likely to engage.
43. TikTok also shared that 63% of successful ads get their point across right from the start. Grabbing attention early increases the chances of viewers watching the entire ad.
44. TikTok offers several ad formats, such as in-feed ads, brand takeover ads, and branded hashtag ads. But top-view ads are the most popular among users.
45. According to August 2024 data from Gupta Media, TikTok’s average cost per thousand impressions is $3.69, which is lower than Meta’s (Facebook and Instagram) $7.08.
Source
46. TikTok’s ad rates are growing by 12.28% year over year, nearly twice as fast as Meta’s, according to Gupta Media.
47. eMarketer projected that TikTok’s U.S. ad revenue would reach $10.42 billion in 2024, accounting for 12% of American social media ad spend and 3.4% of total digital ad expenses in the U.S.
TikTok for Business Statistics
Thinking about using TikTok for your business? You’re not alone! Many business owners have jumped on TikTok, creating quick, snappy videos in hopes of going viral. Here are some TikTok stats every business owner should know:
48. 71.2% of TikTok Shop users have purchased something after seeing it in their feed or Stories, 58.2% use the app for shopping ideas, 45% make purchases based on paid influencer recommendations, and 39.1% actively search for products in TikTok Shop.
49. More than half (55%) of TikTok users have made an impulse purchase on the platform, compared to 46% on Instagram, 45% on Facebook, and 43% on X (formerly Twitter).
Source
50. Nearly half (48%) of Gen Z users shop on TikTok, making it the second most popular platform for Gen Z purchases, right after Instagram.
51. Last year, TikTok generated $16 billion in revenue in the U.S. and a massive $120 billion worldwide in 2023, marking a 40% year-on-year growth.
52. Global consumer spending on TikTok reached $15 billion, according to Sensor Tower’s report comparing in-app purchases across top mobile apps from 2014 to August 2024.
53. According to YouGov’s U.S. TikTok Report 2024, 31% of TikTok users have bought something from TikTok Shop, while 28% know about it but haven’t made a purchase yet. Also, 40% of TikTok users find TikTok Shop sellers as trustworthy as other e-commerce platforms, and 19% think they’re even more reliable.
Source
54. Of those aware of TikTok Shop, 43% said they would buy clothes from the platform, and 33% said they might purchase home decor.
55. 97% of businesses with over 10,000 followers say their sales increase after promoting products on TikTok. Even businesses with smaller followings see boosts—90% of those with 4,000 to 10,000 followers and 86% of businesses with fewer than 4,000 followers report similar results.
56. Discounts and coupons drive sales for 58% of TikTok Shop users. Additionally, 45% of users buy from TikTok to support small businesses, and 25% do so to support a creator they follow.
Source
TikTok Revenue Statistics
Now, let’s take a look at how much money TikTok makes from what users spend and their activities with these TikTok revenue stats:
57. In 2023, TikTok made $3.8 billion from consumer spending. This adds to over $6 billion collected since 2016.
Source
58. TikTok’s revenue reached $4.24 billion in the third quarter of 2023, following a steady quarterly revenue of around $3 billion from Q4 2022 to Q2 2023. In Q4 2023, the company posted $4.99 billion in revenue, but then Q1 2024 saw a drop to $4.583 billion.
59. Small and medium-sized businesses (SMBs) using TikTok contributed $24.2 billion to the U.S. gross domestic product (GDP) in 2023, according to a report by TikTok and Oxford Economics. The biggest impacts on SMBs were seen in California, Texas, Florida, New York, and Illinois.
60. In May 2023, 16% of B2B marketers said TikTok offered the second-highest return on investment (ROI), just behind Facebook and tied with YouTube and Instagram. However, TikTok slipped to fourth place a few months later, with a 24% ROI.
61. 42% of marketers believe TikTok provides the best ROI for short-form videos, followed by Instagram at 34%. Since TikTok is well-known for short videos, it’s no surprise it leads in this area.
62. Recent data suggests that TikTok’s U.S. revenue will reach $7.7 billion in 2024. This figure includes ads from various formats appearing on desktops, laptops, smartphones, tablets, and other internet-connected devices. This year’s revenue shows a 25% increase from 2023 when TikTok’s total revenue was $6.2 billion.
Source
TikTok Influencer Statistics
TikTok influencers can be very valuable for your brand if you’re looking to dive into influencer marketing. Whether you want to partner with mega-influencers like Khaby Lame or prefer a more low-key approach with micro-influencers, you have plenty of options for influencer marketing on TikTok.
See the top TikTok influencers and how their endorsements perform in these TikTok stats:
63. Khaby Lame is the most followed TikToker, boasting over 162.8 million followers and counting.
64. Charli D’Amelio (@charlidamelio) is the second most popular TikTok creator, with 155.6 million followers.
65. Jimmy Donaldson, better known as MrBeast (@mrbeast), comes in third with 93.8 million followers.
Source
66. TikTok not only keeps track of how many followers each user has, but it also counts the total number of likes each account receives across all their videos. Charli D’Amelio leads the pack with over 11 billion likes.
67. The most liked video on TikTok features Bella Poarch lip-syncing to the British rapper Millie B’s song “M to the B.” This viral clip became popular as she made cute faces and bobbed her head to the music.
68. The average starting price for a post from TikTok mega-influencers is $1,200, while macro-influencers can charge up to $3,500 per post, with a minimum price of $150.
69. Nano-influencers have the highest engagement rates among TikTok influencers, reaching nearly 12%.
70. According to a blog post from TikTok for Business, 67% of women on the platform rely on creator recommendations when making purchase decisions. Additionally, women account for 77% of TikTok users who monetize their accounts.
71. Collabstr’s 2024 Influencer Marketing report shows that TikTok creators usually charge around $520 for content, which is about 13% higher than in 2023. This rate is lower than the average cost for YouTube influencers ($816) but higher than for Instagram ($418) and user-generated content ($356).
Conclusion
The TikTok stats we shared back up our belief that the platform’s popularity will keep growing in the coming years.
Brands can jump on this by making fun content and offering real-time engagement opportunities through LIVE sessions. It’s also clear that Gen Z and millennials are the main users on TikTok, making it a perfect spot to reach these groups.
Plus influencer marketing looks like a solid strategy on TikTok. Influencer-led brand campaigns and collaborations usually have a big impact on driving purchases.