With nearly 1.6 billion active monthly users worldwide and 121.5 million active monthly users in the US, TikTok has rapidly grown to become one of the world’s leading social media platforms.
What started as a dance and lip-syncing app for teens and tweens is catching up to other platforms when it comes to attracting a wider audience. In fact, a third of US adults say they use TikTok, according to the latest TikTok statistics. That includes 39% of adults aged 30-49 and 24% of adults aged 50-64.
TikTok’s visual-centric and user-friendly format is the magic behind the app’s appeal. If you’re not marketing on TikTok, you could be missing out on a huge opportunity to reach your target audience.
As we approach the end of the year, these TikTok statistics show how far the social media platform has come in 2024—and where things are headed as we move into the new year. We’ve broken down the stats below into different categories to make it easier to scan.
Who are TikTok users, and why do they use the platform? These TikTok user and demographics statistics provide insights into these questions.
In less than a decade, TikTok has exploded to become one of the most popular social media platforms in the world. Users love the short-form video content, which goes well beyond dance crazes. Today you can find educational content, behind-the-scenes footage, brand stories and more on the platform.
Indonesia comes in first place, with 127.5 million users. Brazil, Mexico, and Vietnam also have large TikTok user bases, with 101.8, 77.3, and 70 million users, respectively. Meanwhile, TikTok’s sister app, Douyin, boasts more than 750 million users in China.
That’s according to survey data from Pew Research Center. 62% of US adults aged 18-29 say they use TikTok, followed by 39% of those aged 30-49, 24% of those aged 50-64, and 10% of those 65 and older.
If your target market is adults between the ages of 18-49, advertising on TikTok has the potential to bring significant returns.
As of April 2024, 45.7% of TikTok global users were women, while males accounted for 54.3% of TikTok’s user base. That’s according to data published on Statista (the data did not include information about gender non-binary users).
That’s according to data from Pew Research Center. More than half of teens (58%) use TikTok daily, and 17% say they’re on it almost constantly.
TikTok doesn’t allow targeted advertising to users under the age of 18. But that doesn’t mean you can’t reach them on the platform. If teens are your target demo, maintaining a TikTok presence and posting fun content is the best way to connect with young people.
A small portion of users are responsible for producing 98% of all publicly accessible videos on TikTok, while the typical TikTok user almost never posts content, according to data from the Pew Research Center.
Targeting TikTok’s top posters is critical, as these users are most likely to see and repost your content. If you don’t have the time or resources to dedicate to cultivating content on TikTok, hire a social media marketing expert.
How do TikTok’s nearly 1.6 billion monthly active users interact with the app, and what are they doing on the platform? These TikTok statistics provide insights into what people are up to on the site.
According to data from Pew Research Center, most news consumers on TikTok (82%) are under age 50, and more are women (58%) than men (39%). News consumers on TikTok are more likely to be Democrats or Democratic-leaning independents. Four in 10 are White, 3 in 10 are Hispanic, and 19% are Black.
By comparison, nearly two thirds (65%) of Twitter (X) users get their news on that app, while just 37% of Facebook users and 33% of Instagram cited getting news as a major or minor reason they use those platforms.
This is according to data from Pew Research Center. 95% of TikTok users say they go on the platform because it’s entertaining, while just 36% say keeping up with politics is a reason they use it.
This is critical information for marketers. Posting entertaining content is by far the best way to reach your target audience on the platform.
The algorithm-driven “For You” page is a huge part of TikTok, and 4 in 10 TikTok users find the content served up to them “extremely” or “very interesting,” according to data from Pew Research Center. Just 14% say it’s “not too interesting” or “not at all interesting.”
As of March 2024, TikTok was the third most downloaded app in the world, with 46 million downloads, followed by Facebook, with 59 million downloads, and Instagram, with 58 million downloads.
That’s according to a survey conducted in 2023. eMarketer reports that TikTok users spent an average of 53.8 minutes per day on the platform in 2023.
The data aren’t in for 2024 yet, but it is estimated that adults in the US will spend an average of 58 minutes per day on the platform this year. This bottom line: TikTok is an engrossing app for users, making it a prime platform for marketers.
Engagement means any action a user takes—whether it’s watching a video, liking, sharing, or commenting on a post. So, how engaging is TikTok? These TikTok statistics address that question.
The site boasts an average engagement rate of 2.65% (by followers). This may not sound like much, but it blows other sites out of the water. By contrast, Instagram has an average engagement rate of just 0.70%. Twitter (X), meanwhile, has a paltry 0.05% average engagement rate.
TikTok’s high engagement rate is thanks in large part to its endless scroll of fun, comedic, and informative videos.
Although the average engagement rate for education posts has been on the decline on TikTok, this sector still reigns supreme on the platform with a 4.90% engagement rate (by followers) as of early 2024.
Influencers with fewer than 15,000 followers do especially well on TikTok, with an average engagement rate of 17.96%. By comparison, macro-influencers have an average engagement rate of just 6.20%.
This is good news for smaller and budding businesses who may not be able to afford to work with major influencers. If you’re not sure how to approach influencers, get help from an experienced influencer marketing agency.
Amassing more than 55 trillion views across posts pushing it, the hashtag #fyp, which stands for “for you page” was the most used hashtag on TikTok, as of January 2024. The hashtag “for you” ranked second, with approximately 31.7 trillion lifetime views on TikTok short-video posts using the hashtag.
Should you spend money on TikTok ads, and what’s the best way to market your brand on the platform? These TikTok statistics for marketers and advertisers provide insights into the advantages of TikTok advertising.
That’s according to TikTok itself, which didn’t provide data to back up that claim. But given the platform’s extremely visual nature, we’ll take the company on its word.
TikTok Ads Manager is easy enough to use, but you won’t get far without compelling ad content. Partner with a paid media agency to help you create ads that drive sales and conversions.
That’s according to a report by NielsenIQ. If you’re a health and beauty brand, advertising on TikTok is a must. Capturing attention quickly with amazing visuals is a must. If you don’t have the staff resources or expertise, partner with an experienced social media marketing company.
Meanwhile, 89% of marketers use Facebook, 80% use Instagram, 64% use LinkedIn, 54% use YouTube, and 44% use Twitter (X). TikTok comes in last, with just over a quarter of marketers using the platform as of early 2023. This means 3 out of 4 brands are potentially missing out on a fruitful revenue source.
Should your brand be on TikTok, and what can having a presence on the platform do for your business? These TikTok statistics highlight the potential of using TikTok for businesses.
More than half (55%) of TikTok users have made an impulse purchase on the platform, followed by 46% of Instagram users and 45% of Facebook users. TikTok’s video-driven format makes it a perfect place to hawk your wares or services.
It’s no surprise that the first generation to grow up online is super comfortable with internet purchasing. And members of Gen Z have major buying power.
Gen Z is projected to become the wealthiest generation ever, reaching an estimated $12 trillion by 2030 and overtaking baby boomer spending by 2029, according to a report from NielsenIQ. That’s a potential goldmine for brands.
And the company reportedly earned a whopping $120 billion worldwide in 2023. This is a 40% year-on-year increase. Only time will tell if the company can keep up this growth streak, but it’s a good sign of the company’s longevity.
We hope these TikTok statistics have given you some insight into what’s happening on TikTok, who uses it, and how you can leverage the platform to your advantage in Q4 of 2024 and into the new year.
Socialfly’s TikTok marketing services are designed to help your brand tap into the platform’s dynamic and rapidly growing audience. We drive your success by developing a comprehensive TikTok marketing strategy tailored to your goals. Every action we take is strategically planned to maximize your reach and engagement on the platform.
Learn more about our Tik Tok marketing services and how we can help your brand thrive on the platform.
According to the latest TikTok statistics, the largest segment of TikTok users is in the 18-24 age range. According to DataReportal, around 41% of TikTok’s global audience falls within this age group.
Following closely behind are users aged 25-34, who make up around 32% of the user base. While TikTok is popular among younger audiences, there is also a significant number of users in their mid-twenties to early thirties.
If your target audience includes younger demographics, you should absolutely consider establishing a TikTok presence. With nearly 1.6 billion monthly active users worldwide, TikTok provides a huge potential audience for your brand.
The platform’s unique algorithm means that even smaller accounts can gain significant exposure—with the right TikTok content strategy. TikTok is especially effective for building brand awareness, engaging with a younger audience, and driving trends.
Advertising on TikTok can definitely be worthwhile, especially if your target audience is in the 18-34 age range. With diverse ad formats, from in-feed ads to branded hashtags and effects, TikTok ads are known for driving high engagement.
You need a Pro Account to access TikTok statistics. Once you’ve upgraded, hover over your profile photo and click “View Analytics.”
Here, you’ll find detailed insights about your followers, content performance, and overall account activity. These analytics include metrics like video views, follower growth, and audience demographics.
While TikTok started as a dance and lip-syncing app for teens, the platform’s user base and content has diversified significantly since its inception.
Today, TikTok statistics show that nearly two thirds (62%) of US adults aged 18-29 say they use TikTok, followed by 39% of those aged 30-49, 24% of those aged 50-64, and 10% of those 65 and older. If your target audience is between the ages of 18 and 49, building a presence on TikTok makes sense.
Industries that can leverage TikTok’s visual and interactive nature tend to do well on the platform, but you might be surprised at how well some industries do on TikTok.
Education, for example, is a top performer in terms of engagement, followed by sports teams. Fashion, beauty, tech, and consumer goods also do well on the platform.
Influencers can help you tap into niche communities, align your brand with current trends, and provide authentic testimonials or demonstrations of your products or services. This kind of endorsement often results in higher engagement and conversions compared to traditional advertising.
Micro-influencers have the highest engagement rates on TikTok, which is good news for small businesses and up-and-coming brands. It means you can access influencers without necessarily having to make a huge investment.
TikTok users love entertaining content. Create content that resonates with current trends but also aligns with your brand’s voice and message. Utilizing popular sounds and participating in challenges can increase your visibility.
Engage with your audience by responding to comments and collaborating with other TikTok creators. Leveraging TikTok’s analytics can also help you understand what type of content performs best, allowing you to optimize your strategy.
Work with a TikTok marketing agency to create a consistent posting schedule and for help creating content that resonates with your target audience.
