**Originally published March 27th, 2020. Updated May 23rd, 2020**

TikTok has been a revival of sorts when it comes to short-form video content on social media. The biggest difference, however, is now it’s more collaborative, addicting, and interactive than ever before. TikTok has experienced a rapid surge in popularity, topping worldwide app download charts since Q4 of 2018. In recent months, TikTok even surpassed the likes of Facebook, Instagram, and Snapchat with app installs for Q3 2019.

On the surface, TikTok doesn’t appear to be all that much different from other video looping apps like Vine, the massively popular yet ill-fated platform that many have coined as the predecessor to TikTok. Vine too experienced a very rapid rise in popularity, before meeting it’s eventual demise due to its inability to effectively generate revenue. But TikTok has taken the internet by storm with its affinity for being a purveyor of binge-worthy video content.

For marketers, TikTok has developed into an intriguing character in the advertising world. As the number of monthly active users continues to surge, it has become clear that the popularity of the platform brings about endless opportunities for tapping into core audiences. In turn, marketers are taking notice.


20 TikTok Statistics Marketers Need to Know

Brands have been capitalizing on TikTok’s exponential rise and have been actively launching influencer marketing campaigns with some of the platform’s top creators. As TikTok continues it’s expansion into the influencer marketing realm, we have compiled a list of the 15 TikTok statistics marketers need to know before activating an influencer marketing campaign.

1. There Are Over 1.5 Billion People on TikTok

TikTok recently surpassed the 1.5 billion download mark, as reported back in November 2019. As we touched upon in our introduction, TikTok was the fourth most downloaded non-gaming app for all of 2018, and the app is currently on track to take the third overall spot by the end of 2020.

tiktok global downloads by quarter

TikTok continues to outperform its more established counterparts like YouTube and Snapchat in monthly downloads on both Apple and Google’s app stores.

2. Males Slightly Outnumber Females On TikTok

According to data from Ape App, males account for 55.6% of TikTok’s global users, compared to the 44.4% females. These numbers indicate a fairly noticeable difference when compared to rivals like Instagram’s demographics, which show a slightly female-dominant user base with around 65% female daily active users and about 35% male daily active male users.

3. Two-Thirds Of TikTok Users Are Under 30 Years Old

The majority of TikTok’s users are pretty young; about 66% of worldwide users are under the age of 30. In the U.S. alone, 60% of the app’s monthly active users are 16 to 24-year-olds, with 52% being iPhone users.

4. TikTok Is Available In 155 Countries And 75 Languages

Douyin is the Chinese version of TikTok that acts as its own separate entity, though the apps do share the same logo. TikTok in one form or another is available in 155 countries and 75 languages around the world. The platform has certainly gone international.

5. Roughly 80% Of TikTok Sessions Occur On An Android Device

This may not come as a surprise to many, but the vast majority of TikTok use takes place through Android devices. Globally, about 80% of TikTok sessions occur on Androids. Being that 88% of all smartphones sold on the market run Android operating systems, this statistic may not be particularly shocking.

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6. 43% Of TikTok’s New Users Are From India

TikTok has become huge in North America, but India takes the cake when it comes to new users. To date, about 25% of TikTok’s downloads and over 40% of new users come from India. China’s leading tech media company, TechNode, estimates that 31% of all unique installs come from India, with 8.2% hailing from the U.S. With over 1.5 billion global downloads, that means around 465,000,000 app installs have occurred from new users in India alone.

7. TikTok Users Spend 52 Minutes Per Session On The Platform

TikTok ranks pretty high among social media platforms when it comes to average session time. Users on the platform average over 52 minutes spent on the app per day.

8. The Average Engagement Rate On TikTok is 52%

TikTok has seen its engagement rate rise in accordance with its new user base. While there is a multitude of ways to calculate engagement rate, Cloutmeter indicates that TikTok users currently average a solid 52.1% engagement rate.

As is the case with most types of social media, these rates can vary greatly depending on the number of followers. For example, TikTok users with fewer than 1,000 followers average engagement rates of about 144.9%. This number reduces accordingly as follower counts rise, with a notable drop to 74.1% engagement for accounts with 10,000-50,000 followers, and 10.6% for accounts with 50,000-100,000 followers.

9. TikTok Users In America Have Spent Over $23.1 Million On ‘Coins’ Since 2018.

TikTok users spend money on the app primarily through the process of buying coins, which they then use to send emojis to other users during their livestreams. Intelligence software company Apptopia estimates that U.S. users have already spent over $23.1 million on in-app purchases on TikTok.

tiktok global user spending by month

10. TikTok’s Top 50 Creators Are Followed By More Than 7.6% Of The Global Population

TikTok has truly grown into a global phenomenon. So much so that the top 50 creators on TikTok have more followers combined than the total populations of Mexico, Canada, Australia, the U.K, and the U.S. combined.

11. Just 4% Of Marketers In America Are Active TikTok Users

Here’s a unique data point; though 89% of marketers say they utilize Facebook for business purposes, only a minuscule 4% say that TikTok is part of their brands overarching social strategy. Recently, a representative from TikTok revealed to Digiday that the company is in the experimental phase of implementing a variety of models to further create value and opportunities for brand partners on the platform. We recently touched on this very subject when TikTok revealed it was testing new monetization features.

12. TikTok Now Has Incorporated E-Commerce Capabilities Into The Platform

As marketing on the platform continues to evolve, TikTok’s in-app shopping is taking center stage. The feature is called “Hashtag Challenge Plus” and it enables users to browse products that are associated with a sponsored Hashtag Challenge without ever having to leave TikTok’s platform. American retail powerhouse Kroger was the first app to try the in-app shopping experience on TikTok with their #TransformUrDorm influencer marketing campaign.

While it may be true that the feature is basically a smaller, mobile-optimized version of an e-comm site, it serves companies looking to grow their brand awareness while also reminding the platform’s core demographic of the brand’s convenient online presence.

13. The #TUMBLEWEEDCHALLENGE Amassed More Than 8,000 Videos & 9 Million Views On TikTok In One Week

When TikTok began its rapid surge in the U.S. last year, one of the more interesting things to come about on the platform was a surprising brand partnership with the host of The Tonight Show, Jimmy Fallon. His promotion of the app culminated in the uber-popular #TumbleweedChallenge that took over the platform. In only a week, over 8,000 videos featuring the hashtag were produced, accumulating over 9 million total views. As it stands today, the tag currently has about 30 million views and over 13.9k videos).

14. TikTok Can Direct Ads Towards Users On Facebook And Instagram

TikTok is an intriguing platform for marketers for a number of reasons. One of those reasons is that TikTok has implemented ad campaigns on rival platforms like Facebook and Instagram, even strategizing influencer marketing campaigns that targeting their audiences on their own platforms.

15. TikTok Was Acquired For Between an $800 million – $1 Billion Dollar Purchase Price

While the exact purchase price has never been publicly disclosed, many industry experts estimate that Bytedance paid in the range of $800 million to $1 billion to acquire the rights to Musical.ly. While that is certainly a big chunk of change, the investment is seemingly paying dividends.

16. TikTok Boasts the Highest Engagement Rates Per Post of all Major Social Media Platforms

In an online research project conducted by Influencer Marketing Hub, it was discovered that TikTok had the highest follower engagement rates across the 100,000 user profiles that were sampled. While this sample size doesn’t necessarily encapsulate the scale of the user base, it’s a pretty solid barometer of how strong engagement rates are on TikTok.

average engagement rate on Instagram, TikTok, and Twitter in 2019

17. Over 90% of TikTok users use the app multiple times a day

TikTok users are extremely active on the platform. So much so that according to Business of Apps, 90 percent of all TikTok users access the app multiple times a day.

With a myriad of videos available on the app, users can casually browse, scroll, and watch content on the app without even having to contribute if they so choose.

18. TikTok’s revenue increased over 300% in 2019

As TikTok was beginning its ascent in 2018, the company reportedly made $3.5 million on in-app purchases from users. Last year saw TikTok’s in-app purchase revenue skyrocket, with a 310% increase on a year-over-year basis. TikTok’s revenue and usage statistics are impressive to say the least.

While the majority of TikTok’s revenue comes from ads, the contribution of user in-app purchases to revenue is impressive. Users spent $18.2 million on the application, where they bought items like filters and effects to add a splash to their content. And though the American market isn’t TikTok’s largest in terms of total users, U.S. users account for the majority of in-app purchases.

19. Roughly 41% of TikTok users are between the ages of 16-24 years old

Taking into account TikTok’s age demographics, the majority of active users on the platform are between the ages of 16 to 24. The creators of TikTok targeted the younger generation from the very beginning, knowing full well the preferences and habits of their target audience. they created an app that gives their audience exactly what they are looking for.

20. Bytedance is now Valued at over $100 Billion

ByteDance was valued to be worth $78 billion back in 2018. Taking into account TikTok’s incredible growth and success in 2019, the company is currently valued at over $100 billion. Private firms that are worth over $1 billion are often referred to as ‘unicorns’. If this is the case, ByteDance is certainly one of the most appealing unicorns in the world.

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