As I’m sure you know by now, TikTok is one of the most prominent players in the social media industry. Some may not favour it, but there's no denying the app's success. TikTok has become an essential platform that brands need to know the ins and outs of to create a strong content strategy.Here is a list of statistics you should know before jumping into TikTok.
1. TikTok ranks sixth as the most popular social network
TikTok ranks 6th as the most popular social media network in the world. Facebook still sits at number 1 with 2.9 billion users, but TikTok is slowly catching up with its 1 billion users. Analysts have predicted that TikTok will have more than 1.5 billion active users this year, and it is highly possible for it to claim the fifth spot as the most popular social network.TikTok's growing users make it a great place for brands to establish their names. With TikTok's continuous growth, you have a big pool of possible audiences that may take an interest in your brand.
2. The majority of users use TikTok to watch funny or entertaining content
Most TikTok users use the app to find funny or entertaining content. Posting or sharing content ranks second on their list, while keeping up with the news ranks third. Obviously this is different from Instagram and Snapchat users, where posting content is their main activity.Brands can use this preference to craft enticing content for their audience. Creating and posting content that is funny, creative, and laid-back should be a priority. For example, the NBA usually posts easy-to-digest content like a video of a chihuahua dunking a basketball. Of course you can still post educational content that is entertaining to inform viewers of your brand, but remember to keep it light-hearted and entertaining.
3. 63% of all successful TikTok ads communicate their message right away
The reality is, we all have short attention spans and want to absorb information as quickly as possible. If you don't hook a viewer immediately, you risk them losing interest and scrolling on to a different brand’s post. 63% of all successful ads get their point across right away because if you can secure a viewer’s attention early on, they’re more likely to watch your ad fully and click your page to view more content.
4. Over 50% of TikTok users are aged 18-34
Approximately 43.7% of TikTok users are aged 18-24, which means there are 386.6 million GenZ on the app. The second largest group are Millennials, aged 25-34, accounting for 31.9% of users or roughly 282 million people. That’s how many people brands can potentially attract when they create content targeted towards these generations. When thinking about what kind of content to put out, keep GenZ and Millennial users at the forefront since they take up the majority of the app’s users.
5. 57% of TikTok's users are women
About 57% of users identify as female, while 43% identify as male. Women have reported finding acceptance, inclusivity, and freedom on TikTok. They are building strong, authentic communities while sharing their personal truths and experiences that are driving strong engagement with other users and brands. Think about leaning into this notion when creating content, especially if your brand is aimed at a female consumer. Be real, authentic and connect with your audience on a personal level.
6. US users spend 38 minutes on TikTok every day
TikTok users in the US spend an average of 38 minutes daily on the app. In comparison, Twitter users only spend 35 minutes, with Facebook users spending an average of 31 minutes on the platform. Proving that TikTok is one of the most engaging social media platforms, and it makes strategic sense to grow your social media presence there. The more time users spend on the app, the more likely users will see your content. This also means that once they become followers they are also more likely to stay engaged with your content. By having a highly engaged audience, you can create a strong community with loyal members.
7. About 20% of social media purchase occurs on TikTok
Approximately 20.6% of consumers who purchase products over social media said they prefer to buy TikTok. In comparison, 16.4% of consumers buy products on Instagram, and only 15.8% of consumers prefer to use Facebook. Although TikTok does not have the biggest shopper base, it's clear that TikTok users are more active and engaged. You can use this strong drive of purchase intent to drive your sales and promote your brand’s products through engaging content.
8. There are around 50,000 influencers on TikTok
There are around 50,000 influencers on TikTok, ranging from nano to mega influencers. Each influencer is different, with varying niches and interests. This large selection of influencers will be useful for brands to pick which ones to cooperate with. Since 2020, TikTok has set aside US$1 billion to deepen its relationship with influencers. This fund may increase the number of TikTok influencers in the future and you should look to incorporate them in your content strategy. Influencers stay up to date with TikTok trends and have access to an audience you can benefit from tapping into.
9. TikTok micro-influencers have a 17.96% engagement
TikTok influencers have a higher engagement rate compared to other social media influencers. Micro-influencers on TikTok have a 17.96% engagement rate. In contrast, Instagram micro-influencers only have a 3.86% engagement rate. This shows how crucial it is for brands to use influencers on TikTok because no other social media platforms have such a high engagement rate. People having a strong connection to your brand will automatically result in brand loyalty, word of mouth referrals and higher sales.
10. Longer videos receive five billion views
In 2022, TikTok rolled out the option to upload 10 minute videos. It reported in October that videos with lengths of more than one minute had received more than five billion views worldwide. It seems that the desire to be relatable is a constant in any social network. Brands can use this growing trend by posting longer videos on their account. You can share vlogs or day-in-the-life videos to grow a connection with your followers.Understanding a new platform can be a challenging undertaking. However, there’s no better time than now to start incorporating TikTok into your content strategy and tapping into new audiences.
_About the author
Viral Nation is a new media innovation group that powers the social ecosystem through integrated solutions that align strategy, talent, media, and technology. As pioneers in the influencer space, Viral Nation is comprised of a full-service creative agency, a creator and athlete-influencer representation agency, and a technology division creating modern marketing solutions for the social media age.