While TikTok has become famous as a Generation Z dance competition platform, TikTok has grown to embrace all kinds of content and community. In fact, with features like in-app purchases, live streams, and branded hashtag challenges, it’s now an essential tool for brands that want to communicate directly with customers. (It’s good to finally be able to schedule TikTok posts.)
As you develop your TikTok marketing strategy for 2023, here are the key TikTok statistics to keep in mind.
General TikTok statistics
Since launching in 2016, TikTok has made rapid strides in the app space, capturing the hearts, minds, and screens of social media users, with some serious numbers worthy of praise, such as 3 billion downloads (including 672 million downloads in 2022 alone) and 50 million active users per day.
Here are some more fascinating TikTok statistics about the app, which is now the sixth most popular social media platform in the world.
- TikTok is the #1 downloadable app in over 40 countries, available in 150+ markets and 35+ languages.
- In 2022, TikTok was the second most used app in the world, coming in second only to Instagram… even though it was the most downloaded app in the Apple App Store.
- TikTok has 150 million monthly active users in the US.
- TikTokers use the app for an average of 1.5 hours every day.
- Meanwhile, the Chinese version of TikTok, Douyin, has 600 million daily active users. .. a number that experts predict will exceed 835 million by 2025.
- TikTok is the sixth most used social media app, up from seventh place in 2021 (Facebook, Youtube, Whats app, Instagram and WeChat are ahead of it).
- However, when you rank the apps with the most time used, TikTok climbs up the charts a bit, finishing in 5th place. In other words: TikTok may have fewer users than Instagram, but it seems to be more attractive.
- TikTok users spend 22.9 hours per month on the app; Youtube shows a slightly higher number of views – 23.4 hours per month.
- Users connect to TikTok to have fun: 4 out of 5 users rate TikTok as very or extremely entertaining.
- The most popular TikTok hashtag is #fyp, which has 18.57 trillion views to date. The second most popular hashtag is #viral, which has only 6.3 trillion views.
- 90% of TikTok users report that the platform makes them happy and never gets bored.
TikTok user statistics
You probably have a general idea of who the average TikTok user is, but the truth is that not every one of the billion globally active users on the platform is a Billie Eilish wannabe.
The app features people from every generation using TikTok’s fun and simple editing tools to post videos about everything from dance trends to financial advice (for better or worse) to activism.
These are also people who are interested in brand collaborations and serious purchases… so if your company is in Talk, it’s time to get to know (and love) your viewers.
- TikTok recently passed a huge milestone: 1 billion active users worldwide. This is 18% of Internet users worldwide.
- While TikTok may gain a reputation as a teen app, as many as 24% of its global audience is made up of women between the ages of 18 and 24. Men in this age group make up another 18%.
- 31% of TikTok’s audience is in the 25-34 age group.
- But TikTok users are not limited to the app—in fact, only 0.1% of TikTok users use TikTok alone. 83.4% also use Facebook, 81% also use Instagram and 77% also use Youtube. The least likely match with Reddit is that only 16.7% of TikTok users are also repeat visitors there.
- 120.5M monthly active users on iOS devices alone.
- 29% of active users open the app every single day.
- …and yet, only 5.6% of active social media users aged 16 to 64 named TikTok as their favorite platform. (That honor goes to WhatsApp, with 16.1% of the population naming it their #1 choice.)
- However, among the younger demographic that identifies with women, the number is higher, with 11.3% of this group citing TikTok as their favorite.
- Only 6.6% of male users in this age group cite TikTok as their favorite platform, preferring Instagram, Whatsapp, Facebook, and WeChat.
- Black and Hispanic teens report using TikTok more than white teens.
TikTok usage statistics
It’s important for marketers to know who’s using TikTok, but it’s equally important to understand how they use it. While TikTok may have been originally created as a lip-syncing app, its features have exceeded all expectations.
Now it’s an entertainment hub and an educational tool that users flock to for research, information, shopping and laughter. (And yes, lip-syncing and dancing are still as popular here as ever.)
Communities find each other here – hey #witchtok! and new languages are being created. Yes, you could technically describe TikTok as a short video platform (and we did so earlier in this story), but the truth is that it’s also a powerful social connector and communication tool.
- Generation Z uses TikTok as their search engine: Nearly 40% of this demographic prefer to search TikTok and Instagram rather than Google.
- 78% of TikTok users are looking for funny or entertaining content, and 35.1% use TikTok to follow or research brands.
- TikTok is often used as a news tool, with 32.4% of TikTok users worldwide using the app to keep up with current events. In the US, a quarter of American adults under the age of 30 say they regularly get news on TikTok.
- In terms of total time used, TikTok ranks fifth (after Youtube, Facebook, WhatsApp, and Google Chrome).
- According to Pew Research, 16% of teens say they use TikTok “almost all the time”(19% say the same about YouTube).
- TikTok creators tend to be Generation Z, with 49.1% between the ages of 18 and 24.
- The most popular TikTok communities in 2022 were BookTok, CarTok, and MovieTok, followed by TikTok for Small Business and TikTok for Sustainability.
- 36% of users come to TikTok looking for “relaxing”content.
TikTok for Business Statistics
If you are not yet using TikTok for business, you are making a mistake my friend.
With over a billion people of all ages active on the app, chances are you’ll find your audience here. TikTokers are actively looking for recommendations and product reviews, hungry for content from their favorite brands.
While it’s true that not every social platform is right for every target audience, the business opportunities here on TikTok are too rich to even be explored. And you don’t have to be online all day – now that you can schedule TikTok, it’s easier than ever to participate in this digital business boom on your own. Read TikTok business statistics that might inspire you to brush up on your video editing skills.
- TikTok has a potential advertising reach of 945.2 million people (among users aged 18+).
- This 14.6% (121 million) ad reach increase from 2021 is an advertising platform that is on the rise.
- On TikTok, you will find that your ad audience is skewed towards women: 53.1% to be exact.
- If you’re looking to capture the attention of Millennials and Generation Z, this is a fantastic place to do so. 36.9% of TikTok’s advertising audience are women aged 18-34; 32.8% of men in this valuable demonstration.
- But if your target audience is older, you’ll also find Gen X and Boomers on TikTok. 30.4% of Tiktok’s advertising audience is 35 and older, including 5.5% in the 55+ category.
- In the US, the potential ad reach for TikTok is 109,538,000 people. The next largest ad reach market is Brazil (76M+), followed by Indonesia (69+) and Russia (57+).
- People love spending money on TikTok. In 2022, TikTok was the top app by consumer spending – more than Youtube!
- It was also the platform with the highest growth in ad spend, up 29% qoq in 2022 (top spenders? Amazon, Google and Disney!).
- 92% of users were inspired to take action after watching a TikTok video, whether it was visiting an advertiser’s site, entering a contest, or making a purchase.
- No wonder TikTok was valued at $443.48 billion in 2022.
- TikTok creator Habane Lame is the most followed creator on TikTok with 152 million followers as of November 2022 (Charlie D’amelio comes in second with 149 million).
- 41% of TikTok users say that “lifting the mood”is key in their motivation to make a purchase.
- Millennials on TikTok love brands: they are 2.3 times more likely to post and tag brands than on other platforms.
- Collaborating with creators pays off: Ads with creators on TikTok increased brand popularity among users by 26%.
- 65% of TikTok users say they rely on online reviews and recommendations from creators to decide what to buy online.
- The hashtag #tiktokmademebuyit has reached 31.8 billion lifetime views.
- 2 out of 3 shoppers say they are inspired to buy something on TikTok, even when they are not actively shopping. TikTok Live is particularly effective, with 50% of TikTok users buying something after watching Live.
There you go: the cold, hard numbers of the most popular app in town. Now that you are armed with these powerful TikTok statistics, you are probably eager to start your TikTok business strategy. We support you with how-to guides, the latest information on TikTok updates, and your dream TikTok scheduling tool.
Watch this video to learn how to schedule TikTok posts for your business on your phone using Hootsuite.