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27 TikTok statistics marketers need to know in 2024

Written by Chloe West

Published on February 20, 2024

Reading time 7 minutes

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As you add new or emerging platforms to your overall marketing strategy, it’s important to understand key data and statistics surrounding each platform. Information like which demographics use the platform, how they use it, how many people you could reach, and more are key to shaping your strategy on the app.

TikTok has been one of the fastest-growing social media platforms in existence—so your brand needs to pay attention to it. Especially because TikTok has such a large presence of younger generations it’s important for brands to earn how to use this marketing channel properly.

If you’re interested in starting to use TikTok—or simply grow your existing presence—you need to have a basic understanding of who uses the app and how.

We’ve compiled a list of 27 TikTok statistics marketers need to know for their 2024 strategies.

Table of contents

TikTok stats that are changing the social media landscape

TikTok is already making waves in the social media world. As we mentioned, it’s been the fastest-growing social media platform so far, reaching 1 billion users the fastest of all other social networks.

To stay ahead of the competition, having a TikTok tool to level up your strategy is only the beginning. To truly take advantage of the platform, you need to understand stats and trends that show how powerful TikTok has become for brands and their users.

1. TikTok was the highest grossing app of 2023

Based on data both the App Store and the Google Play store, TikTok generated $2.7 billion in revenue in 2023. This spending is based on revenue generated directly through the app stores.

2. TikTok tops the Apple App Store’s must-have apps list

Screenshot of the Apple App Store's list of Must-Have iPhone Apps, with TikTok at the top of the list.

TikTok currently tops Apple’s must-have apps list. You can also find it at the top of the App Store’s “Top Apps Right Now” list.

TikTok user statistics

Let’s take a look at the data revolving around TikTok’s platform and its users.

3. TikTok has over 1.5 billion monthly active users

TikTok has just over 1.5 billion monthly active users, making it the fifth most popular social media platform in the world. It trails behind Facebook (3.049 billion), YouTube (2.491 billion), WhatsApp  (2 billion) and Instagram (2 billion).

4. The US has the largest TikTok audience of any country

The United States has the largest collection of TikTok users globally with 148 million monthly unique users, which is a nearly 31% increase from last year. However, TikTok’s sister app Douyin has 752 million monthly active users based in China, which is about a 25% increase from last year. This significant growth for TikTok and Douyin proves the apps’ popularity is still on the rise.

5. More Gen Zers use TikTok than Instagram

TikTok is quickly becoming the most popular app among those in Gen Z. Gen Zers are currently using TikTok more often than Instagram, though Snapchat still appears to be Gen Z’s most popular app. Gen Z are also using TikTok and Snapchat more than any other generation.

6. @khaby.lame is the most-followed TikTok user

The top five most-followed TikTok users are:

  • @khaby.lame — 161.5 million followers
  • @charliedamelio — 151.9 million followers
  • @bellapoarch — 93.8 million followers
  • @mrbeast — 93.2 million followers
  • @addisonre — 88.6 million followers

7. TikTok is expected to hit over 2.2 billion users by 2027

TikTok has been steadily growing since its inception and continues to do so. Predictions put TikTok at 2.2 billion users by 2027.

TikTok usage statistics

How are TikTok’s 1.5 billion users actually using the app? Let’s look at some of the data surrounding the usage of the platform.

8. TikTok was the second most-downloaded mobile app in December 2023

TikTok was the second most-downloaded mobile app globally in December 2023, trailing behind Instagram. The two apps generated 54 million and 47 million downloads, respectively, throughout the month of December.

9. Kids of all ages use TikTok

Kids of all ages spend time on TikTok, though younger kids tend to use YouTube more often. While YouTube use appears universal across age groups, TikTok use increases by age:

  • 3-4 years old: 19%
  • 5-7 years old: 25%
  • 8-11 years old: 52%
  • 12-15 years old: 78%
  • 16-17 years old: 80%

10. Users spent a collective 4.43 billion minutes on TikTok each day in 2023

TikTok is a well-used app. Its 1.5 billion users spent 4.43 billion minutes watching TikTok videos each day, surpassing Instagram whose users spent 3.91 billion minutes each day.

11. Individual users spend 23.3 hours on TikTok per month

When it comes to monthly usage, TikTok users are spending nearly 24 hours—almost an entire day—on the app each month watching, interacting with and posting video content. This is up fromo 19.6 hours of engagement per user in 2021.

12. 30% of daily TikTok users have used TikTok shop

Of TikTok’s daily users, 30% have used TikTok Shop and 33% haven’t used it yet but are interested. Of TikTok’s weekly users, 29% have used TikTok Shop and 26% are interested. This presents an opportunity for brands seeking to expand social commerce strategies onto TikTok. There’s an audience willing to shop in-app currently or potentially.

TikTok audience and demographics statistics

So who are these users? Here are a few stats on TikTok’s social media demographics.

13. Two-thirds of 18-19 year-olds use TikTok

67% of TikTok users are 18-19 year-olds and 56% of users are 20-29 year-olds in the US are on the app. We don’t see as high of an adoption of TikTok as 18-19 year olds from other ages groups. In fact, 45% of users are 30-29 years old, 28% of users are 40-49 years old, 25% of users are 50-59 years old and 16% of users are 60-64 years old on the app.

14. 52% of TikTok’s worldwide users are men

TikTok’s global users are split almost evenly by gender, with 52% being men and 48% being women. This is a major shift compared to last year where it was reported 54% of TikTok users identified as women and 46% of users identified as men. (There is no data on users of other genders.)

15. The top three countries of TikTok users are the US, Indonesia and Brazil

TikTok’s most popular countries are the United States with 148.92 million users, Indonesia with 126.83 million users and Brazil with 98.59 million users.

TikTok advertising and marketing statistics

If your brand is going to have a presence on TikTok, you need to understand statistics around marketing and advertising on TikTok.

16. 26% of marketers are using TikTok

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

17. Bytedance generated $31.66 billion in ad revenue

Bytedance, the parent company of TikTok, earned the fourth spot in the global ranking of major media companies’ ad revenue for 2022, generating $31.66 billion in total.

18. Ad revenue was expected to increase by 55% in 2023

Projections showed that TikTok’s ad revenue through TikTok Promote and similar tools was expected to increase by 55% in 2023. We don’t yet have the data on the exact increase—but TikTok has obviously been successful in its advertising endeavors. If you’re looking for more information on TikTok ads and advertising, check out our quick guide.

TikTok engagement statistics

How engaging is TikTok? Is going viral on TikTok the only way to get engagement on your videos? Let’s look at some TikTok stats surrounding its overall TikTok engagement rates and more.

19. TikTok is the most engaging social media platform

With an average engagement rate of 2.65% by follower count, TikTok is still the most engaging social media platform. Following not-so-closely behind is Instagram with an average engagement rate by follower count at just 0.70%.

20. TikTok’s engagement rate decreased by 35% compared to last year

Although TikTok is still the most engaging platform, it may not stay that way for long. As it stands, TikTok’s average engagement rate by follower count has been falling by about 35% year-over-year.

21. The education sector has the highest engagement rate on TikTok.

When broken down by industry, engagement rates vary even further. The education sector has the best engagement on TikTok, reaching a 4.90% engagement rate by followers. Other sectors with high engagement rates include beverages, hotels and accommodation, airlines and food.

TikTok for business stats

Should your brand be on TikTok? How can TikTok affect brands? Using TikTok for business can have many advantages, but first, it is essential to understand how your target audience uses the platform.

22. 71.2% of TikTok shop users have bought something after seeing it in their feed

TikTok shoppers use the app in a number of different ways. 71.2% have made a purchase simply after stumbling across a product in their feeds or Stories, 58.2% use the app for shopping inspiration, 45% shop from paid influencer recommendations and 39.1% actively look for products to buy in TikTok shop.

23. TikTok is the leading platform for impulse purchases

55% of TikTok users have made an impulse purchase on the platform. This is followed by 46% of Instagram users, 45% of Facebook users and 43% of X/Twitter users making impulse purchases on their respective apps.

24. 49% of Gen Z users make purchases on TikTok

This makes TikTok the second leading platform for purchases for Gen Z, following Instagram. TikTok purchasers are broken down by generation as follows:

  • 49% of Gen Z (18-26)
  • 36% of Millennials (27-42)
  • 23% of Gen X (43-58)
  • 9% of Baby Boomers (59-77)

TikTok influencer stats

Influencer marketing is also big on TikTok. If you’re considering working with influencers as a part of your TikTok strategy, keep these influencer marketing stats in mind.

25. 61% of marketers use TikTok for influencer marketing

TikTok comes in as the third most popular social media app for influencer marketing, behind Instagram and YouTube, with 61% of marketers saying they use TikTok to work with influencers.

26. TikTok macro-influencers charge between $150 and $3,500 per post

Macro-influencers have between 500,000 and 1 million followers. Their average rate per brand post falls between $150 and $3,500.

In general, influencer rates on TikTok are as follows:

  • Nano-influencers (1k-10k followers): $20-150
  • Micro-influencers (10k-50k followers): $30-400
  • Mid-influencers (50k-500k followers): $80-1,650
  • Macro-influencers (500k-1m followers): $150-3,500
  • Mega-influencers (1m+ followers): $1,200+

27. Smaller influencers have higher engagement rates than larger influencers

Engagement rates of TikTok influencers are as follows:

  • 5k-10k followers: 76.23%
  • 10k-50k followers: 37.77%
  • 50k-100k followers: 27.87%
  • 100k-250k followers: 20.43%
  • 250k-1m followers: 16.59%
  • 1m+ followers: 12.69%

Use these TikTok stats to inform your strategy

Ready to create an effective TikTok strategy for your brand? Keep these TikTok statistics in mind as you begin creating your content so you know exactly who to target and how to go about it. Then check out our complete TikTok marketing guide to help you put your best foot forward.

TikTok statistics FAQs

How do I check my TikTok stats?

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.

How many people have 100,000 followers on TikTok?

4.36% of all TikTok influencers have 100,000 followers or more.

How many times has TikTok been downloaded?

TikTok has generated 4.92 billion downloads between Q1 2018 and Q4 2023 from users worldwide. In Q4 2023 alone, TikTok generated over 232 million downloads. However, this can include redownloads if someone has deleted and redownloaded the app at a different time.

What generation uses TikTok the most?

Gen Z uses TikTok the most, followed by Millennials, Gen X and Baby Boomers.

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