In just a few short years, TikTok has emerged as a social media powerhouse, capturing the attention of users and marketers around the world. With its addictive short-form videos, creative tools, and highly engaged community, TikTok offers massive opportunities for brands to connect with audiences in authentic and entertaining ways.
But just how big has TikTok become? What are the key trends shaping the platform? And what do marketers need to know to succeed on TikTok?
In this in-depth guide, we‘ve compiled over 35 of the latest TikTok statistics, covering everything from user growth and demographics to content trends, advertising performance, revenue numbers, and more. Whether you‘re just getting started with TikTok marketing or looking to refine your strategy, these stats will give you the insights you need.
Let‘s dive in!
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TikTok User Statistics
First, let‘s look at some high-level TikTok user statistics to understand the platform‘s massive scale and reach:
1.2 billion monthly active users
As of the end of 2022, TikTok surpassed the 1 billion milestone and reached 1.2 billion monthly active users globally. This makes TikTok the 5th most popular social platform in the world behind Facebook, YouTube, WhatsApp and Instagram.
137.5 million monthly active US users
TikTok‘s largest user base is in the US with 137.5 million monthly active users. The US makes up about 11% of TikTok‘s total global audience.
83.3 million monthly active users in Europe
TikTok has a strong presence in Europe as well with 83.3 million monthly active users. The UK has the most TikTok users in Europe at 22.4 million.
176.5 million monthly active users in Southeast Asia
Southeast Asia is another key region for TikTok with 176.5 million monthly active users. Indonesia leads the way with 106.5 million users followed by Vietnam and the Philippines.
TikTok is available in over 150 countries
TikTok‘s reach extends around the globe as the app is available in over 150 countries and 39 languages. TikTok‘s largest markets outside the US include Indonesia, Brazil, Russia, Mexico, Vietnam, Thailand, and the Philippines.
TikTok User Demographics
Next, let‘s take a closer look at who is using TikTok:
67% of TikTok users are under age 30
TikTok has a very young user base with 67% under the age of 30. Here is the full breakdown by age:
– Age 10-19: 32.5%
– Age 20-29: 34.5%
– Age 30-39: 18%
– Age 40-49: 9.8%
– Age 50+: 5.2%
59% of US TikTok users are female
TikTok skews female in the US with 59% identifying as female vs 41% male. Globally, the gender split is more even at 54% female and 46% male.
26% of US TikTok users have a household income over $100K
TikTok reaches a wide range of income levels. In the US, 26% of users have a household income exceeding $100,000 per year. 38% have HHI between $40-100K and 36% make less than $40K.
Users spend 89 minutes per day on TikTok
Not only does TikTok have a massive user base but it‘s also incredibly sticky. Users spend an average of 89 minutes per day on the app. This is more than the average time spent on Facebook (64 minutes) and Instagram (45 minutes).
90% of TikTok users access the app daily
TikTok has extremely high engagement rates with 90% of users accessing the app on a daily basis. For comparison, 68% of Facebook users and 81% of Instagram users are daily active users.
TikTok Content Statistics
What type of content performs best on TikTok? Here are some key content statistics and trends:
Videos under 30 seconds have an 89% completion rate
Short and sweet videos work best on TikTok. Videos that are less than 30 seconds long have an 89% chance of being watched all the way through. The completion rate drops off significantly for longer videos – only 18% for videos 1-2 minutes long.
56% of videos have a duration under 15 seconds
Knowing that shorter content performs better, it‘s not surprising that the majority of TikTok videos (56%) are under 15 seconds long. The current maximum video length on TikTok is 10 minutes.
Entertainment is the most popular content category
Entertainment videos make up over a third (34%) of all content on TikTok. This is the most popular category followed by Dance (16%) and Pranks (12%). Other popular TikTok categories include Fitness/Sports, Home Renovation, Beauty/Skincare, Fashion, Cooking, Life Hacks/Advice, Pets, and Outdoors.
The most viral videos have over 2 billion views
TikTok is known for sparking viral video trends and challenges that spread like wildfire. As of 2023, the most viral videos on the platform have racked up over 2 billion views. Some of TikTok‘s most viral videos of all time include "Twinkle Twinkle" by Jess Qualter (2.3B views), "Blinding Lights" dance by Hazel Moder (2.1B views), and Emily Zugay‘s hilarious brand redesign series (2B views).
TikTok Marketing Statistics
For marketers, TikTok offers a huge opportunity to engage younger audiences. But how are brands performing on the platform? Let‘s look at some key TikTok marketing statistics:
1 in 4 marketers plan to increase TikTok ad spend in 2023
According to a survey by Hootsuite, 25% of marketers plan to increase their TikTok advertising budget in 2023. Many brands are still experimenting with TikTok and trying to figure out what works, but there is clear excitement around the platform‘s marketing potential.
46% of TikTok users have made a purchase after seeing a product/brand on TikTok
TikTok has huge sway over users‘ purchasing decisions. Nearly half of TikTokers (46%) say they‘ve bought something after seeing it on the app. The #TikTokMadeMeBuyIt hashtag, where users share products they discovered on TikTok, has over 37 billion views.
Brand takeover ads have an 10.65% clickthrough rate
TikTok offers a variety of ad formats for brands. One of the most effective are Brand Takeover Ads, which appear when a user first opens the app. These ads have an impressive 10.65% average clickthrough rate (CTR). Other top performing TikTok ad formats include TopView ads (6.15% CTR), In-Feed Ads (1.21% CTR), and Brand Effects like stickers and AR filters (6.26% CTR).
Hashtag challenges generate 28-42% higher engagement than standard videos
Hashtag challenges are one of the most popular ways for brands to generate buzz on TikTok. These campaigns encourage users to create videos around a branded theme or hashtag. On average, videos using brand challenge hashtags get 28-42% more engagement compared to regular videos.
Some successful brand hashtag challenges include:
- Chipotle‘s #GuacDance (1.1M videos created)
- BudLight Seltzer‘s #BudLightSeltzerDreamAd (100K videos created)
- CashApp‘s #CashAppTrivia ($50K in prizes awarded)
- Procter & Gamble‘s #DistanceDance (over 3M videos created)
- American Eagle‘s #AerieREALPositivity (over 3B views)
TikTok Creator Fund Statistics
TikTok isn‘t just a platform for brands – it‘s also become a lucrative opportunity for creators to build an audience and monetize their content. In 2020, TikTok launched its Creator Fund to pay top creators for their videos. Here‘s what you need to know:
$1 billion will be paid to creators through 2023
TikTok has pledged to distribute a whopping $1 billion to creators through its Creator Fund from the program‘s launch in 2020 through 2023. Creators earn money based on a variety of factors including views and engagement on their videos.
Top TikTok creators make $50K+ per year from the Creator Fund
How much do creators actually earn from TikTok‘s Creator Fund? It varies widely, but some of the top creators are pulling in over $50,000 per year just from Creator Fund payouts. This is on top of money earned from brand sponsorships, merchandise, and other revenue streams.
Drea Knows Best is TikTok‘s top-earning creator
The highest-earning creator from TikTok‘s Creator Fund is Drea Bowen (@dreaknoowsbest) who has over 9M fans. She made an estimated $256,000 from the fund in 2022.
TikTok E-commerce Statistics
Besides being an entertainment platform, TikTok is also becoming a major social commerce destination. The app has been rolling out new shopping features to facilitate product discovery and purchases. Here are some of the latest TikTok commerce statistics:
450,000 brands use TikTok Shopping
According to data from Zhenjun.com, over 450,000 brands and merchants have signed up for TikTok Shopping, the app‘s suite of e-commerce tools like product links, live shopping, and more.
TikTok‘s hashtag views for #TikTokMadeMeBuyIt increased by 173% in 2022
As mentioned earlier, #TikTokMadeMeBuyIt is a huge trend on the platform as users share great product finds. In 2022, views of the hashtag increased a whopping 173% to over 37 billion, showing TikTok‘s massive influence on consumer purchases.
50% higher intent to purchase through TikTok vs traditional ads
When users discover products through TikTok, it has a big impact on their purchase intent. TikTok shopping content generates 50% higher purchase intent compared to traditional digital ads, according to a study by the platform.
TikTok Financial Statistics
Finally, let‘s look at some of TikTok‘s mind-blowing financial and valuation numbers:
$11.8 billion in advertising revenue in 2022
TikTok is absolutely crushing it from a revenue perspective. The company raked in $11.8 billion in advertising revenue globally in 2022. This was up 189% from $4.1 billion in 2021. For comparison, Snapchat made $4.6 billion in 2022 while Twitter made $5.1 billion.
$75 billion private valuation in 2022
At its last funding round in 2022, TikTok raised money at a massive $75 billion valuation. This makes TikTok one of the most valuable private companies in the world, on par with Elon Musk‘s SpaceX.
TikTok is projected to reach $24 billion in ad revenue by 2027
Looking ahead, TikTok‘s financial future is extremely bright. Insider Intelligence projects TikTok‘s ad revenue will more than double to $24 billion by 2027 as more marketers shift budgets to the platform.
Conclusion
As these eye-popping TikTok statistics show, the platform‘s incredible growth is showing no signs of slowing down. With a highly engaged and influential user base, innovative ad and commerce products, and lucrative opportunities for creators, TikTok has established itself as a major player in the social media landscape.
For marketers, TikTok offers unparalleled potential to reach young audiences, drive brand engagement, and boost sales. The key is to embrace the platform‘s unique culture and formats – creating authentic, entertaining content that adds value rather than interrupts.
By staying on top of the latest TikTok trends and best practices, marketers can tap into the platform‘s massive potential and achieve real business results. We hope these statistics have given you a comprehensive look at the TikTok landscape in 2023 and beyond.
What are your thoughts on TikTok marketing? Have any more interesting TikTok stats to share? Let me know in the comments!