You’d be hard-pressed to find someone who hasn’t at least heard of TikTok. The addictive and controversial video-sharing app has made headline after headline over the last couple of years.
Despite launching just five years ago in 2016, and in the face of significant challenges (including threats of being banned in the US), TikTok has seen the fastest growth of any platform, ever.
This meteoric growth has propelled TikTok to quickly become one of the leading social platforms, particularly amongst younger audiences, and secured its place in the cultural zeitgeist.
To help businesses, marketers, and influencers get a better understanding of this disruptive new social platform, we’ve compiled a list of 32 of the latest TikTok statistics.
Feel free to browse the list and use these stats, facts, and trends to inform your strategy this year.
Let’s get started!
First, let’s look at some TikTok statistics that tell us more about how many people use the platform and who those users are.
According to the latest available data at the time of writing, TikTok ranks 7th on a list of the most popular social platforms by monthly active users. It sits above rival platforms like Snapchat but is still trailing behind Instagram, WhatsApp, WeChat, YouTube, and Facebook.
It’s also worth remembering that TikTok still growing rapidly and showing no signs of slowing down. If I was a betting man, I’d wager that it’ll reach the top 5 within the next couple of years.
While 732 million might not seem like a lot when compared to Facebook’s 2.8 billion, it’s still incredibly impressive when you consider the fact that TikTok has only been around for 5 years. In comparison, Facebook has been around for 17 years (more than 3x as long) and it took around 7 years for Facebook to reach the number of users as TikTok.
Those kinds of numbers are also hard to visualize so, to put it into perspective, consider the fact that there are around 7.6 billion people on earth. That means that around 1 in every 10 people on the planet actively use TikTok.
Of TikTok’s 732 million users, 65.9 million are from the US (around 11%). This makes it the leading country for TikTok adoption (outside of China / Douyin) – good news for advertisers and marketers targeting US consumers.
That figure is also projected to increase by around 22 percent year-over-year, meaning the platform should reach around 73.7 million US users by 2021.
Indonesia is the country with the second-highest share of the TikTok user base, with around 22 million monthly active users. Next, it’s Russia with 16.4 million and Japan with 12.6 million users.
It’s no secret that TikTok is popular amongst younger users, so it shouldn’t come as a surprise to hear that the most popular age range for Twitter users is 10 to 19. 25% of users are teens in this age bracket.
What’s perhaps a little more surprising is that the age distribution of TikTok users is actually fairly even. A further 22.4% of users are age 20-29, 21.7% are 30-39, 20.3% are 40-49, and 11% are 50+.
As you can see, there’s not a huge difference between these figures, which shows that TikTok has done a great job of expanding its target market and appealing to users of all ages.
According to research by AppAnnie and compiled by Hootsuite, TikTok users that use Android phones spend around 13 hours on the app every month. This makes it the fourth top social media app by cumulative time spent. It even beats Instagram (another visual social media app and one of TikTok’s biggest rivals), which has an average time per user of 10.3 hours
While 49% are female. This means TikTok actually has a much more even gender split than most social apps, which tend to be more skewed towards male audiences. For example, 59.7% of Reddit users are male, and 56% of Facebook users.
2020 was an incredible year for TikTok. It ranked top of App Annie’s global download charts, ahead of WhatsApp, Instagram, and even Facebook. In fact, in the first quarter of 2020, the app had a whopping 315 million downloads, which is the best quarter by any app in history.
One factor that makes TikTok stand out in the social media marketplace is the way in which it encourages users to create their own content. Short-form videos are easy to make quickly with TikTok’s creative editing tools, while dance trends and memes encourage users to get involved and recreate videos that they like.
As a result, over half of all users report uploading their own content to the platform. On most social platforms, users consume content, but on TikTok, they create it.
On the surface, that seems pretty high and suggests that TikTok users may be unusually affluent considering its younger target demographic – but the truth tells a different story.
The reality is that this figure is largely due to the way household income is distributed in the US than actual adoption figures. In fact, adoption is actually greatest among users from households that earn less than $25k per year.
Source: Marketing Charts
TikTok videos have become so popular that they’ve even made their way onto the rival video-sharing platform, YouTube.
There’s an interesting social media crossover happening here: many YouTube users either haven’t yet downloaded the TikTok app or want to watch TikTok videos on desktop rather than mobile.
So what do they do? They search for reuploads on YouTube. As a result, TikTok is now the 5th most popular search query on the platform.
Interested in learning more about the kind of revenue figures TikTok generates? Check out the TikTok statistics below!
According to data from App Annie, TikTok has the second greatest consumer spend of any app. By ‘consumer spend’, we’re only talking about spending through either IOS or Google Play App Stores (rather than revenue from mobile commerce/advertising). The only app with a greater consumer spend was the hugely popular dating app Tinder.
TikTok generated almost $5 million US dollars via in-app revenues on iOS devices in Saudi Arabia in June 2021 alone. This means that the country makes up for almost half of TikTok’s total revenues through the Apple App Store. The US came in second place, generating $3 million in the same period.
If you’re looking to make direct sales from your social media marketing efforts, TikTok could be the right platform for you. With the app generating around $50.4 million in a single month, it’s safe to say that TikTok users have money that they are willing to spend on the platform.
There are no official figures to say exactly what TikTok earned in 2020. However, estimates predict that the company’s overall revenue for the year was around $1 billion. 2020 was a standout year for TikTok but with the growth of the platform set to continue, it’s likely that the platform will continue to generate this sort of revenue in years to come.
If you didn’t already know, TikTok is actually owned by the parent company ByteDance Ltd. The conglomerate also owns Douyin (the Chinese version of TikTok), Lark (an enterprise collaboration platform), and Toutiao (a news recommendation engine).
As we already mentioned, TikTok has seen the fastest growth of any social media platform. Here are some statistics that tell us more about TikTok’s rapid growth.
TikTok saw rapid growth in the US and around the world in 2020. According to Statista, the number of US users grew by 123% in less than a year. The app particularly grew in popularity during the start of the COVID-19 pandemic due to more people spending time at home. This upward trend continued throughout 2020 and beyond.
Remember how we said TikTok was the most downloaded app in 2020? Well, it looks like it’s kept that momentum up this year. While it’s dropped slightly, it’s still position 2 in the download charts, just behind messaging app Telegram. It’s also still the number one most downloaded app from the Apple Store in 2021.
Source: Sensor Tower
Currently, the app has almost 800 million monthly active users, but this number is expected to continue growing throughout the year. According to data published by App Annie, the number of TikTok users worldwide is expected to reach 1.2 billion by the end of the year.
Source: App Annie1
Not only is the number of people using TikTok increasing, but the amount of time users spend on the app is also increasing. According to App Annie, the amount of time users spend on the app has been increasing by around 210% each year, and this usage growth is expected to continue into 2022 and beyond.
Source: App Annie2
Usage of TikTok may have boomed in 2020, but predictions show that it isn’t just a passing trend. TikTok is set to continue growing rapidly in users’ numbers and time spend on the app. Although there has been some backlash against TikTok in the US, current predictions show that user numbers in the US are expected to reach 88.7 million by 2024.
Who are the most successful creators and influencers on TikTok? And how are they shaping current trends on the platform? Here are some TikTok statistics that will shed some light on those questions.
Addison Rae is an American teenager that experienced a rapid rise to fame on TikTok. After creating her account to make dance videos, the star quickly gained a huge following. Whilst she doesn’t have as many followers as other creators on the platform, Addison is reported to be the highest-earning, and is said to have earned around $5 million in 2020 alone.
Charli D’Amelio rose swiftly to TikTok fame, and only started her account in 2019. The Connecticut-born teen quickly gained popularity on the platform creating dance videos.
Most people, including D’Amelio herself, find it hard to understand what it was about the teen that lead to her huge popularity, but it’s safe to say that TikTokers love her. Hence why she is the most followed TikToker with over 120 million followers.
TikTok is becoming a hub for influencers and is very much competing closely with Instagram in this way. According to Statista, there were around 106 thousand influencers using TikTok as of 2020, and this number is likely much higher by now. This makes it a more attractive platform for brands and social media marketers in particular.
When it comes to TikTok, more followers doesn’t mean better engagement. In fact, Statista found that creators with smaller followings generate much higher engagement rates.
If engagement and community building are what you’re hoping to achieve with your TikTok campaigns then it might be best to partner with influencers with 15,000 or less according to this statistic.
Influencer marketing is popular on TikTok, and there is a range of high-quality influencers for brands to choose from. According to official statistics, the average macro-influencer with a smaller following on the platform earns around $197 per post. Similarly, mega-influencers with much higher follower counts earn in excess of $1500 per post on average.
Next, let’s take a look at some TikTok statistics that highlight recent trends that are worth taking note of.
TikTok users are not looking for political insights or businesses advice, they’re in it for one thing only – pure entertainment. Content on the platform needs to be intriguing, funny, or just plain silly if you want to get views. It’s no surprise then that the most popular category on the platform is simply ‘entertainment’.
Dancing is a huge deal on TikTok, whether it’s professional dancers wowing their followers, or celebrities trying their hand at the latest TikTok trend. Dance trends are something that seemingly every creator and user is keen to get involved in, which is why #Dance reached almost 200 billion views on the platform in 2020.
The growth in TikTok usage has been widespread over the past couple of years, and it even managed to work its way into mainstream media. Even celebrities like Jimmy Fallon, host of the ever-popular Tonight Show have taken to using TikTok as part of their TV shows. Fallon’s TikTok challenge #Tumbleweed has amassed over 38 million views to date.
One of the most popular content formats on TikTok is taking songs or audio and lip-syncing to them. In fact, the most popular video from 2020 features a creator doing just this. The video featured the extremely popular creator Bella Poarch lip-syncing to the British rap song “M to the B”. The video amassed over 500 million views making it the most viewed clip of 2020.
Interested in using TikTok as a social media marketing channel? Here are some TikTok statistics to inform your campaign.
Whilst TikTok may not be the best route for B2B marketers, it’s becoming increasingly popular with B2C marketers. Around 10% are already using the platform for marketing and this figure is expected to increase.
With TikTok’s high engagement rates and consumer spending, it’s easy to see why it would be a great platform to include in a B2C marketing strategy.
Many brands now have a presence on TikTok, but it tends to be brands that can really engage with the platform that do well. TikTok users love a challenge or a trending hashtag, which is why it’s no surprise that Guinness World Records has the biggest following of any brand on the platform.
TikTok has become a place where people are constantly trying to impress their followers and smash records, and Guinness World Records are here for it. Other brands that have a lot of followers on the platform include Roblox and Red Bull.
Shien is well-known for its aggressive use of influencer marketing across social media platforms. However, you can’t fault their marketing strategy, especially when it comes to TikTok. The brand secured the title of most talked about brand on TikTok in 2020.
Other brands that received a lot of hype from TikTok influencers in 2020 included Barstool sports and Netflix.
According to a study quoted by Startup Bonsai, TikTok has the highest engagement rate compared to other social media apps. For accounts with 100,000+ followers, marketers can expect engagement rates of 5.3% on TikTok, which is at least 4% higher than Instagram, and Twitter.
That means that marketers on TikTok can expect more followers, likes, shares, and comments than they do on other apps. This is great news for brands looking to build strong communities and increase brand awareness.
Source: Startup Bonsai
Infographic: 12 TikTok statistics & facts
We’ve condensed these TikTok statistics into an infographic that you can publish on your blog.
Note: If you’d like to republish this infographic, save the image to your computer, upload to your blog and include a credit link back to this post.
TikTok statistics sources
That concludes our list of 32 TikTok statistics, facts, and trends! Hopefully, these TikTok statistics helped shed more light on this exciting new platform and helped you to get a better understanding of where it might fit into your social strategy.
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