46 TikTok stats to inform your 2026 strategy

From viral challenges to Billboard hits, TikTok is where trends take shape. People discover brands, research products and even buy things directly on the app. The latest social media stats even show that TikTok has the highest engagement among all social media platforms. So it’s a must-have platform for brands that want to be a part of key cultural moments.

And for that, you need to keep a pulse on what’s going on in the platform. This means knowing who’s using the app, how they’re using it and how other brands are advertising.

Let’s take a look at the latest TikTok stats to inform your marketing strategy for 2026.

Key TikTok statistics you should know

Let’s start out with a few stats to highlight just how popular TikTok is with social media users.

1. Is TikTok the most popular social media platform?

TikTok may be popular, but it hasn’t surpassed platforms like Facebook and Instagram. In terms of monthly active users, TikTok ranks fifth in popularity. But when it comes to downloads, TikTok tops the list with 644 million downloads in 2025.

2. Is TikTok the most used app?

While TikTok has fewer users than other leading social platforms, it’s one of the most used apps. According to the Digital 2026: Global Overview Report, it has the highest average daily time spent per user.

3. Is TikTok the most engaging social network?

TikTok is the most engaging social network with an average engagement rate of 3.73%, according to Socialinsider. This puts it far ahead of every other platform, where engagement rates run below 1%.

4. Is TikTok the fastest-growing social media platform?

As new platforms emerge and user growth patterns fluctuate, TikTok is no longer the fastest-growing social media platform. But it still holds the record as the fastest social media network to reach 1 billion users.

TikTok demographic statistics

So who’s using TikTok? And is your target audience on the platform? Here’s a breakdown of the top TikTok user statistics.

5. Who uses TikTok the most?

According to the latest social media demographics data, TikTok is most used by male users aged 25 to 34 years.

6. What are the age demographics on TikTok like?

Based on the latest available data on TikTok demographics, here’s what the platform’s age distribution looks like:

• Users aged 18 to 24: 30.7%
• Users aged 25 to 34: 35.3%
• Users aged 35 to 44: 16.4%
• Users aged 45 to 54: 9.2%
• Users aged 55 and above: 8.4%

7.  What is the largest age group of TikTok users?

Users between the ages of 25 and 34 are technically the majority of TikTok users as the age group makes up 35.3% of the platform’s user base.

8. What is the gender distribution of TikTok users?

The same data source also shows that the platform skews male. 55.7% of the platform’s users are male and 44.3% are female. (No data available on other genders.)

9. How many Gen Z are on TikTok?

According to The 2026 Social Media Content Strategy Report, 72% of Gen Z users have a TikTok account. And as the earlier TikTok age demographics show, this generation makes up about 60% of the platform’s user base.

These numbers make it clear: TikTok is a Gen Z platform even if it has users across multiple generations.

10. Which country uses TikTok the most?

The United States has the largest collection of TikTok users globally, with 136 million unique users monthly. Indonesia comes next with 108 million users.

Source: World Population Review

TikTok usage statistics

Marketers also need to look at how TikTok users are using the platform. Details like how much time they spend and what they do on the platform can inform your TikTok marketing strategy.

11. How many users are on TikTok?

TikTok has just over 1.99 billion monthly active users, making it the fifth most popular social media platform in the world. It trails behind Facebook (3.070 billion), YouTube (3 billion), WhatsApp (3 billion) and Instagram (2.580 billion).

Source: Statista

12. How many accounts are on TikTok?

While there’s no publicly available data on the number of accounts on TikTok, a significant portion of social media users are registered on the platform. According to Sprout’s 2026 Social Media Content Strategy Report, 50% of social media users have a TikTok account.

13. How many daily users does TikTok have?

TikTok typically sees over 90 million daily active users in the U.S. As for global daily user data, the exact number is unavailable.

14. How many people in the world use TikTok?

More than 1.9 billion people in the world use TikTok. That’s roughly 23% of the total world population.

15. How many TikTok accounts reach 10k followers?

While there’s no data on the exact number of TikTok accounts reaching 10k followers, Statista reports on the distribution of influencer accounts by number of followers. In 2022, 33% of influencer accounts had at least 10k followers.

16. How many TikTok videos are uploaded every minute?

According to Statista, TikTok users are uploading 16,000 videos to the platform every minute.

17. How much time are users spending on TikTok per day?

Based on data from the Digital 2026 report, users spend about 55 minutes per day on TikTok. But in terms of average time spent per user, TikTok outranks every other platform. Each individual user spends about 1 hour and 37 minutes on the TikTok app.

Source: Datareportal

18. How many times are TikTok users opening the app per day?

On average, users open the TikTok app about 10 times per day. This makes it the third most opened app after WhatsApp and Instagram.

19. How long does an average TikTok session last?

TikTok has an average session time of 9 minutes and 42 seconds. So it’s clear that those engaging short videos are keeping audiences hooked. If the average video is about 30 seconds long, users could end up watching about 18 videos per session.

20. Are users engaging with brands on TikTok?

While TikTok is a creator-driven space, users are still actively engaging with brand content on the platform.

According to the 2026 Social Media Content Strategy Report, 55% of Gen Z users engage with brand content on TikTok at least once—if not multiple times—per day. Another 30% of users engage with brand content at least once per week.

21. What are people using TikTok for?

37% of consumers use TikTok to keep up with trends and cultural moments. This TikTok stat from the 2025 Sprout Social Index™ reflects just how trend-centric and community-driven the platform is.

The platform is also inspiring purchases, especially among Gen Z users. 42% of Gen Z consumers turn to TikTok for product discovery.

TikTok advertising and marketing statistics

With TikTok constantly introducing new marketing and ad tools, the promotional possibilities are virtually endless. Staying on top of the latest TikTok marketing statistics will give you strategic foresight to build a strong brand presence on the platform. It will also help you run TikTok ads that deliver.

22. How many marketers are using TikTok?

Surprisingly, only 26% of marketers are using TikTok. With such big opportunities for brands on TikTok, more marketers should add this platform to their social marketing strategies.

That said, the platform is unique in terms of its content and presentation. This may explain why some marketers are still slow to get on board despite TikTok’s popularity.

23. Does TikTok see a high engagement rate?

Engagement rates on TikTok are significantly higher than on any other social network. As the Socialinsider data indicates, TikTok’s average engagement rate stands at 3.7%.

Source: Socialinsider

24.  Is TikTok engagement declining?

On the contrary, TikTok engagement rate saw an increase between 2024 and 2025. That’s a 49% year-over-year increase. This is even more impressive when you consider that engagement on other platforms is either dropping or plateauing.

25. Are views declining on TikTok?

Similar to engagements, views on the platform are also increasing, albeit at a less impressive rate. The average views on TikTok jumped from 6,268 in 2024 to 6,496 in 2025 – a 3% increase.

If your videos aren’t getting enough views, it’s time to learn how to get more TikTok views and start seeing results from the platform.

Source: Socialinsider

26. How often are brands posting on TikTok?

In a sharp contrast to these high views and engagements, brands aren’t posting as much on TikTok compared to other networks. They’re averaging at 15 posts per month (or five posts per week).

27. When is the best time to post on TikTok?

While content moves quickly on TikTok, timing matters. Especially for brands and businesses.

According to Sprout Social’s research on the best times to post on TikTok, here are the key days and times to keep in mind:

• Best days to post on TikTok: Monday through Thursday
• Best times to post on TikTok:
  • 6 to 9 p.m. on Mondays
  • 5 to 9 p.m. on Tuesdays, Wednesdays, Thursdays

28. What type of content performs best on TikTok?

As expected, short-form videos are the biggest hit on TikTok. And the shorter the better. The 2026 Social Media Content Strategy Report notes that 60% of users interact with short-form videos shorter than 60 seconds.

TikTok Shop statistics

For brands wanting to sell on TikTok, the platform lets you list your products and sell them using TikTok Shop. Getting a gauge on this in-app shopping tool will help you figure out just how effective it is and for which industries.

29. How many sellers are using TikTok Shop?

Red Stag Fulfillment reports that approximately 15 million sellers are using TikTok Shop globally. Among these, over 500k merchants are registered in the U.S.

Between steep discounts and countless affiliates on the platform, brands and businesses are seeing results from the app when it comes to direct selling. Brands should consider social commerce as part of their strategy, if they haven’t already.

30. How many users have bought something on TikTok Shop?

An estimated 870 million users are making purchases on TikTok Shop. And a survey from PartnerCentric notes that 37% of Americans under 60 have purchased something on TikTok Shop. These buyers are spending an average of $700 across 12 purchases.

As these numbers indicate, TikTok Shop isn’t a niche feature of the platform anymore. Users are actively using it because:

• It’s easy to purchase (49%)
• Low prices (48%)
• Item is/was on sale (39%)

31. What are the most popular categories on TikTok Shop?

Beauty and personal care is the most popular category on TikTok Shop, selling 370 million units worldwide in 2024. Womenswear and underwear is another popular category, with nearly 285 million units sold.

Meanwhile, the most popular purchases according to the PartnerCentric survey were: personal accessories (46%), household items (43%) and fashion items (40%).

Source: PartnerCentric

32. Is TikTok Shop driving impulse purchases?

Nearly one out of four consumers makes impulse purchases on TikTok Shop. This makes sense because users get to buy an item immediately after discovering it. And a shorter buying journey translates to more impulse buys.

33. How much in sales does TikTok Shop generate?

eMarketer reports that TikTok Shop reached $15.82 billion in U.S sales in 2025. So it now accounts for 18.2% of social commerce in the U.S.

34. How many TikTok Shops reach $1 million in GMV?

The Red Stag Fulfillment data notes that 1,033 TikTok Shops in the U.S exceeded $1 million in annual gross merchant value (GMV). Meanwhile, fewer than 100 (77) Shops surpassed the $10 million mark.

TikTok for business stats

So should your brand be on TikTok? And how can it show up for consumers on the platform? Understanding how to use TikTok for business and reach your target audience is essential to success on the network.

35. Is TikTok a good platform for product discovery?

As the earlier TikTok user statistics show, people are regularly engaging with brands on the platform.

While there are plenty of reasons to use TikTok, the app has earned its status as a shopping hub. According to data from Sprout’s 2026 Content Strategy Report, TikTok is the top channel for product discovery among Gen Z.

36. Is TikTok driving direct purchases?

According to the 2025 Sprout Social Index™, when consumers are ready to make a direct purchase, they are most likely to turn to Facebook, followed by TikTok and Instagram. 36% of direct purchases via social were on TikTok. Gen Z and Millennials are more likely to turn to TikTok at 54% and 47%, respectively.

37. Are people influenced by TikTok ads?

The previously cited PartnerCentric survey found that 25% of users who bought from TikTok Shop found the item through a TikTok ad. This shows that advertising on TikTok is highly impactful, especially with strategic targeting and persuasive ad creative.

38. How much revenue does TikTok generate?

TikTok’s revenue has been growing at a notable pace. In the fourth quarter of 2025 alone, it generated about $1.3 billion in revenue from in-app purchases. This includes revenue from virtual gifts, advertising and ecommerce sales.

39. How much revenue does TikTok generate from advertising?

TikTok’s ad revenue through initiatives such as TikTok Promote and TikTok Shop have been successful, with a projected $34.8 billion in projected ad revenue by 2026.

TikTok influencer stats

With TikTok being a creator-driven platform, TikTok influencers can take your marketing to the next level.

Let’s look at some key influencer marketing stats relevant to the platform.

40. What’s the average engagement rate for TikTok influencers?

According to data from Sprout Social Influencer Marketing (formerly Tagger), the average engagement rate per post for a TikTok influencer is 1.86%. Here’s a breakdown on what those posts cost depending on the size of the influencer’s audience:

• Nano-influencers: $15
• Micro-influencers: $75
• Mid-influencers: $687.5
• Macro-influencers $1,875.
• Mega-influencers: $13,750
• Celebrities: $27,500

41. What’s the most popular influencer category on TikTok?

According to data from Sprout Social Influencer Marketing, lifestyle is the most popular category for TikTok influencer marketing. It accounts for 130 billion engagements from influencers. This is followed by beauty accounts at 50.9 billion and fashion accounts at 36.7 billion.

42. What types of influencers get the most engagement on TikTok?

According to data from Sprout Social Influencer Marketing, nano-influencers (1,000-10,000 followers) who are TV and Video creators see the highest engagement rates (26.86%), followed by College Athletes (22.91%) and Auto & Vehicles creators (22.73%).

43. Do smaller creators see a higher engagement than larger influencers on TikTok?

Small follower counts, big engagement. That’s the trend we’re seeing with influencers on TikTok.

According to data from Sprout Social Influencer Marketing, nano-influencers see significantly higher engagement rates than macro-influencers (100,000-1M followers) across industries:

• Lifestyle 12.84% vs 3.61%
• Beauty 10.14% vs 2.8%
• Fashion & Style 14.27% vs 2.8%
• Food & Drink 17.11% vs 3.1%
• Sports & Fitness 14.41% vs 2.54%

44. How much do influencers charge for a TikTok post?

New stats on influencer pricing say that TikTok creators charge approximately $10 per 1000 followers for a sponsored post. This aligns with similar pricing on Instagram but is half of platforms like YouTube.

45. Are TikTok influencers driving purchase decisions?

As PartnerCentric shows, influencers play a vital role in driving direct purchases on TikTok. 48% of purchases made on TikTok Shop were from influencer posts.

46. How many users take advice from TikTok influencers?

The above stats make sense since 63% of Americans under the age of 60 get advice or suggestions from influencers.

Making data-backed decisions with the right TikTok stats

Building your TikTok presence is all about figuring out who’s using the platform and what makes them tick. As the above TikTok statistics highlight, short-form video still dominates the platform. And while brands aren’t posting as frequently as on other platforms, timing is driving that initial engagement.

Platforms like Sprout Social let you plan out your TikTok content strategy with ease. From planning which posts go out when to scheduling them for the best time, you can streamline and automate your publishing efforts.

Sign up for a free 30-day trial to see how Sprout can power your TikTok strategy.

TikTok statistics FAQs

Can you see statistics on TikTok?

If you want to check out your internal TikTok analytics and stats, go to your profile, tap on the hamburger menu, then tap Business Suite or Creator Tools to access your profile’s analytics.

What generation uses TikTok the most?

Gen Z uses TikTok the most, with 72% having an account on the platform.

How popular is TikTok?

TikTok is the most popular social media app in terms of downloads, seeing 644 million downloads in 2025.

Is TikTok’s popularity growing or declining?

TikTok’s popularity continues to grow, with the platform reaching 1.99 billion users.