The Ultimate TikTok Statistics for 2023
TikTok statistics offer an interesting insight into the meteoric rise of the platform.
TikTok has quickly emerged as one of the most popular apps of all time in the social media space. Almost without warning, this social sensation captured the hearts and minds of a generation, by allowing them to share videos quickly and easily with their peers.
Though the channel has experienced some controversy throughout the years, being banned in various countries, and threatened with banning elsewhere, this hasn’t stopped its growth. Today, the channel stands as perhaps the most effective way of interacting with Gen Z, which may be why it’s captured the attention of so many brands, as well as consumers.
Today, we’re going to be looking at some of the most impressive TikTok statistics, to highlight how this phenomenal app has grown in recent years.
What is TikTok? An Introduction
TikTok is effectively an Android and iOS app for the social media landscape. It focuses mainly on the creation and sharing of short, fast-paced videos. Initially, the app was introduced under the name “Douyin” in China, during September 2016.
The next year, the same tool was launched by the parent company ByteDance, in other locations around the world. For an international market, Tiktok’s parent company, ByteDance changed the name to TikTok. Interestingly, the Chinese version of TikTok still exists to comply with censorship rules.
TikTok is similar in style to previous tools like Musical.ly and Vine. This is because ByteDance purchased Musical.ly in 2017, and used the data and tools collected to reach the US market.
Overall, TikTok is intended to be an entertainment platform, where people of all ages can share their creativity and memorable moments with the world. TikTok’s approach to short video content has even inspired the introduction of new features for competing apps like Instagram and Facebook.
TikTok Use Statistics (Monthly and Daily)
As mentioned above, TikTok has emerged as one of the fastest-growing apps in the world over the last couple of years. The app quickly achieved more than one billion monthly active users in 2022. It’s also considered the 7th most popular social media platform around. This puts it ahead of far older apps like Pinterest, Twitter, and even Snapchat.
As of January 2022, TikTok has over 1 billion users
As of January 2022, TikTok registered more than 1 billion monthly active users. Today, it’s expected to have more than 1.3 billion users per month. Between January 2018 and December, the same year, the channel earned a 394.9% increase in users.
Notably, TikTok is also one of the fastest apps to ever reach the 1 billion mark. It took Instagram a total of 7.7 years to reach the same milestone, and Facebook took 8.7 years. The only social media platform to achieve 1 billion users faster than TikTok was Facebook Messenger.
TikTok is Available in 155 countries
Since expanding out of China with the new name “TikTok” this social media app has quickly become a worldwide phenomenon. TikTok is available in 155 countries today, as well as 75 languages. Unfortunately, it has also been banned in various locations around the world.
Currently, TikTok still exists in the form of Douyin in China. However, the usage numbers for this app are not included when looking at TikTok statistics.
TikTok had more than 200 million users in India before being banned
Various countries have chosen to ban the TikTok app around the world, for a host of reasons, including concerns about youngsters sharing video content. Before being banned in India, the app had more than 200 million active users.
Additionally, the channel also had around 43 million downloads in Pakistan before it was removed from the app store in the country.
TikTok has 138 million monthly users in the US
US users are big on TikTok. According to Tweets from the TikTok parent company, ByteDance, TikTok had around 138 million active users in the US as of 2022. Notably, the channel also announced it had more than 1 billion monthly active users across its total collection of apps.
TikTok users spend 52 minutes per day on the app
Not only is TikTok one of the most popular apps today, but it’s also where many users spend a significant portion of their time on social media. Research suggests the average person spends around 52 minutes on TikTok per day. This is compared to an average of 2 hours and 22 minutes on social media overall each day.
On a weekly basis, the time spent on TikTok adds up to around 6.06 hours per week. This makes it one of the most engaging platforms around.
TikTok users Spend more than 850 minutes per month on the app
Statista’s study into the number of minutes TikTok users spend on the social media app per month showed as of 2020, the average monthly usage time was around 858 minutes. This was a massive increase from only 415.1 minutes in March of the same year.
90% of users access TikTok on a daily basis
The millions of active users on TikTok also prefer to check the app on a regular basis. According to the GlobalWebIndex, around 90% of people log into the app every day. This is a higher percentage than both Snapchat (81%) and Facebook (62%).
This makes sense when you consider the pace at which new TikTok videos and content are uploaded to the app on a regular basis. The huge number of daily active users is a big draw for brands.
TikTok has an engagement rate of 5.30%
Overall, TikTok has some of the highest engagement levels of any social media app. According to the most recent data, the app has an engagement rate of approximately 5.30%. in comparison, Instagram only has an engagement rate of 1.10%, and Twitter’s rate is around 0.30%.
The higher than usual engagement rate is one of the reasons why the application has become such a popular choice among brands.
167 million videos are watched on TikTok in an Internet Minute
Statista looked at the average online media usage of different social network apps for an “Internet minute” in 2021. The internet minute looks at the usage of thousands or millions of different people within a single minute online.
According to the report, around 167 million videos are watched per minute on TikTok. This makes it one of the most active channels around.
21% of Americans said they use TikTok in 2021
Pew Research noted that interest in TikTok was growing significantly throughout the United States in 2021. While around 81% of the people in the report said they used YouTube regularly, and 69% admitted to using 69%, a growing 21% of users also used TikTok.
This meant TikTok was more popular among American users than Reddit and Nextdoor. TikTok was also quickly catching up to Whatsapp and Twitter, which are used by around 23% of Americans.
TikTok Download Statistics
As one of the fastest-growing and most popular apps on the marketplace today, TikTok has achieved a phenomenal number of downloads over the last couple of years. In February 2019, the solution reached its first 1 billion downloads. What’s more, it gained another half a billion downloads within less than 8 months.
TikTok has been downloaded more than 3 billion times worldwide
TikTok became the first social media app not belonging to Facebook to achieve the milestone of over 3 billion installations and downloads. It surpassed the one billion milestone in February 2019, and the two billion figure by April 2020. In mid-2021, it had already risen to 3 billion downloads.
TikTok was the most downloaded app in 2021
In 2021, TikTok was already making social media waves. It became the hottest app in the world, with over 656 million downloads within a single year. The app was also the most downloaded app in 2020, with a total of more than 850 million downloads.
TikTok was the most popular iPhone app in 2021
In 2021, TikTok became the most popular iPhone app listed on the Apple app store. It topped the free apps list, followed by YouTube, Instagram, SnapChat, and Facebook in the United States. This is despite the fact TikTok is actually more popular among Android users than Apple fans.
TikTok was the most downloaded and top-grossing non-gaming app in 2021
TikTok’s earnings have increased astronomically alongside the popularity of the app. Research from Sensor Tower found the app was the top grossing option on the app store outside of the gaming sector by February 2021. The channel had more than $110 million in user spending, which equated to around 1.9 times the TikTok revenue achieved in February 2021.
Later in the same year, Sensor Tower announced TikTok was also the top-grossing app worldwide for 2021, although it was only fourth place on the Google Play store.
Around 75.5% of the total usage numbers for TikTok come from Android
Sensor Tower’s intelligence into the TikTok download trend found there were around 1.5 billion installations coming from Android phones during 2020. This accounts for around 75.5% of the app’s total usage number. It also meant TikTok had the highest downloads per quarter of any app ever.
The App Store from Apple generated around 495.2 million downloads at the same time, accounting for around 24.5% of the app’s total download numbers.
In 2020, TikTok brought in 22.2 million unique users over the age of 18
Though TikTok is usually considered to be most popular among younger users, research from Adweek found the app attracted more than 22.2 million unique visitors on mobile during January 2020. This number increased to 23.2 million in February, and 28.8 million in March the same year.
By April 2020, the number increased to 39.2 million, highlighting a growing number of older users on the application.
Mexico was the top location for TikTok downloads on Android
According to data collected from the Google Play store and reported by Demand Sage, users in Mexico installed TikTok over 3 million times as of January 2022. This makes the location the number one place for TikTok downloads by country.
Mexico is closely followed by the United States, with around 2.8 million downloads, Nigeria with 1.8 million downloads, Brazil with 1.5 million, and Russia with 1.3 million. In the United Kingdom, TikTok was downloaded around 867.7 thousand times.
TikTok User Demographic Statistics
Research into user demographics for TikTok typically reveals the app is most popular among the younger generations. The solution has become perhaps the number one way to engage with members of the Generation Z population. However, the popularity of the app has continued to grow among older users too in recent years.
32.5% of TikTok users are under the age of 19
A Comscore report found that around 32.5% of the users on TikTok fall into the age category of 10 to 19. The second most popular age group for the app is 20-29, with around 29.5% of the user base, followed by 30-39 with 16.4%. Around 13.9% of TikTok’s users are between the ages of 40 and 49.
Interestingly, around 7.1% of TikTok’s users are also over the age of 50. This indicates the popularity of the app is growing among all ages.
62% of TikTok Users are aged 10-29
In the last couple of years, the number of older users on TikTok has been increasing. However, for the time being, the majority of the people on the platform are still relatively young. Currently, around 62% of all TikTok users are between the ages of 10-29.
Around 57% of TikTok users are female
The balance of users by gender on TikTok is relatively even. However, the popularity of the app skews slightly towards females, with around 57% of the users identifying as women. Around 43% of TikTok’s global users are male.
Notably, in March 2021, female users also accounted for around 61% of the active accounts on TikTok in the United States. Additionally, male users only accounted for around 39% of the app’s user base among Android users.
Teenage female users make up around 39% of the Android user base
Perhaps the biggest group available to target on TikTok right now is the female teenage population. Teenage users who also identified as female accounted for around 16.4% of the active TikTok accounts on Android, according to Statista, in the United States.
Notably, female users between the ages of 30 and 39 were the second largest group for the app, accounting for around 13.8% of the user base in the US.
37% of TikTok users have a household income of over $100k
While many of TikTok’s users might be younger than the people on other social media apps, this doesn’t mean they don’t have significant spending power. Around 37% of all TikTok users have an annual household income of more than $100,000, according to studies.
This number has increased significantly in the last couple of years as more TikTok users age up and take on full-time jobs. In contrast, only 9.6% of users have an income for their household of less than $25,000 per year.
US Adults have a mixed view of TikTok
While the number of adults on TikTok is rapidly growing, there are a still a large number of older users who don’t particularly appreciate the app. Around 37% of adults say they have a favorable view of the application, compared to around 34% who don’t like it at all. This makes TikTok one of the most controversial apps in the social media market.
Naturally, this perception of the app varies drastically between different age groups. Around 59% of people between the ages of 18 and 34 like TikTok, while around 31% of 45-64-year-olds say they like the app.
TikTok users also access a range of other social media apps
Research into TikTok usage and social media usage in general shows that fans of the video-sharing app are also more likely to use other social channels too. This makes sense when you consider most people between the ages of 18 and 34 use 8 platforms per month.
Around 99.9% on the TikTok social platform say they also use other platforms, primarily including Facebook, Instagram, and YouTube.
TikTok Creator Statistics
TikTok creators are some of the most successful influencers and content builders in the social media market today. According to studies, TikTok has now emerged as the most valuable advertising/influencer platform for DTC brands. It’s also an excellent place for influential figures to start building their follower count.
53% of TikTok Creators are aged 18-24
It’s not just the users of the TikTok platform consuming the content who are younger than most, the creators also fall into a younger age group too. The majority of the creators on the platform (53%) are between the ages of 18 and 24. This means most TikTok influencers usually fall within this age group too, though there are some outliers.
The highest-paid TikTok stars in 2021 earned $55.5 million in total
According to an article by Forbes ranking the highest-rated and most followed TikTok creators, the top TikTok stars earned a collective income of more than $55.5 million in 2021. This was an increase of 200% from the last time the publication checked the creator’s earnings.
Although these creators have focused their attention on a range of advertising and influencer campaigns, they still earn between 30 and 50% of their wages from sponsored content.
Charli D’Amelio Earned $17.5 million in 2021
Charli D’Amelio is considered to be the most successful TikTok star as of 2021. According to the Forbes review of the highest-paid TikTok creator, the star earned approximately $17.5 million in 2021. This came from sponsorships with brands like Morphe, Invisalign, and Dunkin’.
Charli is followed by her sister Dixie D’Amelio as the second highest earning TikTok creator, who managed to cultivate around $10 million in earnings in 2021.
Khaby Lame has the most followers on TikTok
As of 2022, Khaby Lame has risen to the top of the list for the most followed TikTok stars on the platform. Currently, he has more than 149 million followers, taking him just above Charli D’Amelio, who currently has a little over 146 million followers.
These two top performers are followed by Bella Poarch with 91.6 million followers, Addison Rae with 88.7 million, Will Smith with 72 million, and Zach King with 69.4 million. The majority of the top TikTok stars come from the United States.
83% of TikTok users have posted a video at some point
While not all TikTok users have also become successful creators, the majority have posted a video on the platform at some point. Studies from Student Beans show that around 83% of all TikTok users have uploaded their own video content. This indicates TikTok fans enjoy using the platform for content creation just as much as consumption.
Micro-influencers on TikTok have an engagement rate of 17.96%
TikTok is one of the most impressive tools on the market for audience engagement, particularly when it comes to micro-influencers. In general, micro-influencers get better engagement rates on any channel. For instance, engagement for macro influencers on Instagram is 1.21% compared to 3.86% for micro-influencers.
However, TikTok really delivers some of the best results for micro-influencers, with an engagement rate of around 17.98%, compared to 4.96% for mega influencers.
Partnering with a creator increases view-through rates by 193%
According to TikTok’s own research into the impact of creators and influencers on the platform, brands and companies can achieve phenomenal results by partnering with a creator. Brands can partner with more than 100,000 creators through the TikTok Marketplace, and increase their view-through rates by as much as 193%.
TikTok Influencers increase ad recall by 27%
Another piece of research from TikTok discovered influencer marketing on the platform also increases ad recall. This means consumers are more likely to remember what they see on the platform. Partnering with a creator can increase ad recall by up to 27%.
This suggests instead of creating ads on their own, brands should think about building ads with the assistance of a professional TikTok creator.
There are now 16 TikTok Stars with over 50 million followers
As demand for TikTok content continues to grow, and companies partner with influencers across the globe, the number of people with a huge follower account is growing rapidly. In total, there are 16 creators who have more than 50 million followers as of October 2022. This doesn’t include the TikTok profile itself, which has 65.5 million followers.
11 out of these 16 accounts also belong to people from the United States.
TikTok Top Performing Video and Category Statistics
While TikTok has exceptional engagement rates and a strong impact on the social media market overall, there are some videos and sounds which generate the most attention. For brands thinking of embracing TikTok for their social media marketing efforts, it makes sense to determine which categories and videos deliver the best results.
“Entertainment” is the most popular category on TikTok
TikTok organizes its videos into categories and hashtags to make relevant content easier to find on the app. According to Statista’s studies in 2022, the most active category on the channel is “Entertainment” with around 535 billion hashtag views.
Entertainment is followed by “Dance” with 181 million hashtag views, Pranks with 79 million, Fitness with 57 million and DIY with 39 million. Beauty and skincare routines get around 33 million hashtag views.
430 songs earned more than 1 billion views in 2021
Music is one of the most important tools on TikTok for companies trying to earn audience attention. Around 75% of users say they discover new songs within the app, and 73% associate specific songs with the platform. More than 430 songs in 2021 earned over 1 billion views in 2021, and 175 songs also charted on the Billboard Hot 100.
According to TikTok, around 88% of users say music is an important part of the TikTok experience, and around 93% of the top-performing videos use audio.
Finance Related TikTok videos grew 225% in 2021
TikTok’s report into usage on the platform also found that certain categories are also becoming more popular among users. For instance, topics related to finance, including investing, cryptocurrency and saving money, grew around 255% in 2021.
Interestingly, videos tagged with #NFT also increased in popularity by more than 93,000% according to the app.
1 in 4 top-performing videos on TikTok are under 34 seconds
While TikTok has begun to allow creators to post longer videos (over 60 seconds) on the platform lately, the majority of the most popular videos are generally between 21 and 34 seconds long. These videos also see an average of 1.86% higher impressions than other longer videos.
60% of TikTok users want funny and entertaining content
When posting content on TikTok it’s important for brands to make sure they’re designing the kinds of videos their customers are looking for. About 60% of users come to the app specifically for funny or entertaining content, so it’s worth making sure your videos have the right impact.
The most liked video on TikTok has 59.3 million likes
As of 2022, the most liked video on TikTok is a lip-syncing video featuring the popular creator Bella Poarch. The featured music is “M to the B”, by Millie B, and the video has a total of 59.3 million likes in total. The second most liked video is by Jamie Big Sorrel Horse, with 51.5 million likes.
Adding captions to a TikTok video increases impressions by 55.7%
In a report highlighting some of the best practices for marketing professionals and businesses using TikTok, the channel shared that captions are a big deal. Since many people don’t watch TikTok with the sound turned up, captions can be a great way to make your videos more accessible. According to the platform, captions increase impressions by around 55.7%.
Voice effects are another growing trend highlighted as a key option for businesses on TikTok as of late. According to the company, videos captioned with the #VoiceEffects hashtag had more than 160 billion views by December 2021.
The top TikTok videos are shot in high resolution
TikTok’s report into best-practice business trends on the platform also revealed how important it is to have high-quality video in your posts. The overwhelming majority of the top videos ranked on TikTok (around 83.2%) had a video resolution of above 720p.
The higher-resolution videos on the platform also saw an average increase of around 5.4% in impressions, compared to low-res videos.
TikTok Marketing and Sales Statistics
As the popularity of TikTok as a platform for all kinds of consumers continues to grow, businesses are rapidly investing in the landscape as a way of generating brand awareness and sales. Today, TikTok is quickly becoming one of the most popular tools among brands in the social media market. Here’s what you need to know about marketing and sales on TikTok.
30% of Gen Z users access TikTok for product research
While the majority of older audiences and millennials prefer to use a combination of Google, YouTube, Facebook and Instagram for product research, Gen Z customers are rapidly turning to TikTok. Studies show 30% of Gen Z consumers use TikTok to learn more about the products they might want to buy.
This indicates companies could benefit from showcasing their products on TikTok to a younger audience.
43% of TikTok users try something after seeing it on the platform
According to research from TikTok into the behavior of their users, around 43% of the people on the platform say they try something new after they see it on the platform. The “new” thing could be a new product, a dance, or even visiting a location they’ve never seen before.
This insight suggests brands have an opportunity to inspire unique actions from customers by creating interesting, viral content for the platform.
56% of users feel closer to brands they see on TikTok
Another study released by TikTok in 2021 found that the content created by brands on TikTok helps to create affinity among consumers. Around 56% of the users on the platform, as well as 67% of creators say they feel closer to brands who publish more unfiltered, human content.
The report also revealed around 45% of users feel more connected to brands when they focus on delivering value through the platform. This could include posting videos which teach customers something new, or provide information about the brand.
49% of TikTok users say the platform helped them make purchasing decisions
Adweek research indicates TikTok can actually help companies to generate more sales. Around 49% of the users on the platform say they use the platform to help them make purchasing decisions. Specifically, these users are more inspired to buy something new after they see a creator using a product, or they see the item advertised on TikTok.
Partnering with an influencer can significantly increase your chances of generating the right results from your target audience.
63% of the TikTok Videos with a High CTR make key points within 3 seconds
When evaluating the performance of some of the most impactful videos on the platform, TikTok found around 63% of videos with the highest click-through rate (CTR) got the message across to viewers as quickly as possible. In fact, these videos focused on getting the right information into the first 3 seconds of their video.
This indicates companies investing in TikTok for marketing and sales purposes should consider keeping their videos as short and sweet as possible.
Vertical videos see a 25% higher watch-through rate
Content creators and brands on TikTok also need to ensure they’re tailoring the content they create to the needs of the platform. TikTok focuses heavily on mobile content, so it’s worth making sure you orient your video to vertical.
In general, studies show that ads shot within a 9:16 aspect ratio, using 100% of the available mobile screen space achieve a 25% higher 6 second watch-through rate than videos created in other aspect ratios.
72% of TikTok users find the videos on the platform to be inspiring
While the majority of TikTok users visit the platform for funny or entertaining content, this doesn’t mean they don’t enjoy other forms of content too. Around 72% of the people on TikTok say the videos they watch help to inspire them. This includes videos from businesses and brands.
Notably, TikTok viewers are heavily receptive to new and inspirational videos from all kinds of creators. This is because users are generally in an “exploratory” mindset when they’re scrolling through the content available.
Branded hashtags generate 4 times higher ad recall on TikTok
Like many social media platforms, TikTok relies heavily on hashtags to organize and distribute content. People use hashtags on the platform to track down the types of content they’re most interested in. This gives brands an excellent opportunity to boost their visibility if they use the right hashtags with each post.
Studies show that using branded hashtag challenges generally create the best results for companies. These hashtags lead to 4 times higher ad recall, as well as 4.5 times higher brand awareness on average.
45% of marketers use TikTok for influencer marketing
While influencer marketing is on the rise across virtually all social media platforms, it’s quickly gaining significant popularity in the TikTok space. Instagram still reigns supreme as the top place for influencer promotions, but around 45% of marketers are now connecting with influencers on TikTok too!
The creator-focused approach TikTok has taken in recent years is making it easier for companies to find the ideal people to promote their products. Plus, the influencers available are particularly effective at connecting with a younger audience.
Creative ecommerce videos get the most impressions
According to TikTok, playing around with different kinds of content in your video can significantly improve your chances of success in the ecommerce world. Around 99% of the top-performing videos from ecommerce brands include various different angles and pictures to showcase their products.
TikTok videos which include varied scenes and content also achieve a 40.6% higher number of impressions compared to videos which feature a single screen.
CTA Cards Make a Big Difference
While getting the start of your video just right on TikTok is important, it’s crucial to ensure you nail the ending too. Compelling on-screen text and copy at the end of the video can boost your chances of results, according to the platform. Videos with an end-card summarizing important information see a 47.3% higher rate of impressions.
TikTok is the top app for consumer spend
If you’re looking to create short-form videos to increase your sales opportunities, TikTok ads and content could be the perfect option. According to research, the app is currently the number one choice for driving customer spending – it’s even stronger than Tinder.
Consumer spend on TikTok increased by around 77% in 2021, and users spent around $2.3 billion dollars on the app throughout the year.
Learning from the latest TikTok Stats
Hopefully, these TikTok statistics have offered you an insight into the TikTok growth and popularity to emerge over the last couple of years. Overall, internet users have fallen in love with TikTok from regions all over the world. While the channel might be primarily tailored towards younger audiences, it has also begun to prove itself as a powerful tool for connecting with all kinds of followers.
As we look ahead to the future of social media marketing, social selling, and community growth on the web, it seems certain TikTok will have a huge role to play in how people communicate, create, and share online.
TikTok Statistics Infographic
We have created this info graphic in order to summarize all the stats in one place.
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