While TikTok is newer in the social media world, its popularity cannot be denied – especially among younger generations. Although TikTok content is more specific with its narrow focus on short, virus-safe videos, there are many ways brands can still see success.
However, in order to know if TikTok makes sense for your brand, you need to understand some basic TikTok stats, such as demographics and user behavior, which can shed light on what opportunities your brand can do.
That’s why we’ve compiled a list of 17 TikTok stats all marketers need to know for 2021. See if you seriously need to create a TikTok strategy for your brand.
1. TikTok has 689 million monthly active users
While TikTok doesn’t have anywhere near the reach of social media giants like Facebook and Instagram, it quickly stands out with 689 million monthly active users.
However, this statistic does not include users based in China, the home country of TikTok parent company ByteDance. This is due to the fact that the Chinese version of TikTok is called Douyin and the daily 600 million active users are counted separately from the users of TikTok.
This means that TikTok and Douyin have 1.29 billion active users worldwide.
2. 62% of TikTok users are between 10 and 29 years old
62% – over half – of all US TikTok users are between 10 and 29 years old, proving that the younger generations are the most avid TikTok users. This segment includes Gen Z and younger millennials, so it’s an important cross section of social media users.
If your company strongly appeals to this age group with its products or services, then TikTok will likely be a great platform for you to reach your audience. Just make sure you get creative with your content and use trends effectively and authentically.
3. The US has 65.9 million monthly active users
The majority of TikTok’s users are actually outside of the United States. This is a major difference from most other social media platforms. However, there are still around 65.9 million monthly active users in the US. This means that both global and US companies can get a lot out of their marketing on this platform.
4. The top TikTok user has 111 million followers
The top TikTok user is Charli D’Amelio, with over 111 million followers at the time of this writing. The second most popular TikTok user is Addison Rae with 78 million followers.
Charli D’Amelio mainly publishes TikTok dance videos and viral trends that her followers love, as well as partnerships with big brands for influencer campaigns. If you want to try influencer marketing to reach younger generations, TikTok influencers are for you.
5. TikTok users spend an average of 858 minutes on the app each month
Studies show that TikTok users spend around 858 minutes per month and 46 minutes per day scrolling through videos in the app. Since these videos are a minute or less long, this is a lot of content consumed. This means your brand has a lot of potential to show up in users’ feeds as they scroll.
6. In January 2021, TikTok was the second most downloaded app in the world
There’s no denying that TikTok’s popularity will stay here. In the first month of 2021, it was the most downloaded app worldwide with nearly 62 million installs.
17% of these installations came from China and 10% from the USA. TikTok was # 1 downloaded apps in the Apple App Store and fourth in the Google Play Store. Overall, this reinstallation means that interest remains high and new users are constantly trying out the platform.
7. Children ages 4-15 spend an average of 80 minutes a day watching TikTok videos
Are you marketing a product for generations even younger than Gen Z? Children love TikTok too! In fact, kids between the ages of 4 and 15 spend an average of 80 minutes a day (80-160+ videos) watching TikTok content. This means you can easily share content that is related to younger viewers and reach your desired audience. Just make sure you are creating the content that kids and their parents love.
8. TikTok had sales of $ 1 billion in 2020
TikTok had estimated $ 1 billion in revenue in 2020 from sources such as ads served on the platform. The app is valued at around $ 50 billion overall. TikTok’s growth is expected to continue into 2021, which means the options for brands to use paid ads on TikTok will likely only increase as a source of revenue for the company.
9. 69% of US teenagers are on TikTok
We mentioned earlier how popular TikTok is with younger generations, but this statistic proves it. As of fall 2020, more than 2 in 3 US teenagers used the platform at least monthly. This makes them the perfect platform for brands targeting teenagers and young adults.
Create related content that will resonate with teenagers. But first, scroll through the platform to get a good idea of the types of content that your target audience is creating and enjoying.
10. 29% of teenagers in the US say TikTok is their favorite platform
Not only do more than 2/3 of US teenagers use TikTok, almost 1/3 of US teenagers say this is their social media platform of choice. This means that they are likely to spend more time using TikTok than any other platform, which gives you an even greater chance of reaching them. In addition, this number only increased over the course of 2020 from 13% in spring 2020 to 29% in autumn.
11. TikTok is available in over 150 countries
The micro video platform is available in more than 150 countries worldwide and offers brands access to target groups from all over the world. Global brands should make particular use of this platform and its reach.
12. US influencers see high engagement rates at TikTok
If you want to create an engaged community and audience around your brand, TikTok is the place to be. With studies showing an engagement rate of almost 18% with micro-influencers on the platform, TikTok has a significant lead over Instagram’s engagement rates of 3.86% and YouTube of 1.63%. This could make it the perfect place to implement a micro-influencer strategy. Similarly, the report also showed that influencers, on a larger scale, still had the highest engagement rate on TikTok.
13. 68% of TikTok users saw someone else’s video
On every social platform, some users download the app or create an account without ever tracking and using it. However, statistics show that 68% of TikTok users have seen at least one other user’s video on the platform. This shows a strong engagement rate with the majority of users actively viewing content.
14. 55% of TikTok users have uploaded their own video content
While 68% of TikTok users actually watch content, just over half of all TikTok users have uploaded their own videos to the platform. This shows that the vast majority of the audience may be simply consuming content on this platform rather than actually creating their own videos, but there is still a large user base willing to actively create video content.
15. 37% of users have a household income of over $ 100,000
TikTok’s user base shows a few different trends in income levels. About a third of TikTok users bring in a household income of $ 100,000 each year. However, as noted in MarketingChart’s review of the data, this may be due to a macroeconomic shift in the US population. At the other end of the spectrum, 18% of users report household incomes below $ 25,000, which is likely due to the platform’s younger users. As some of our other stats in this article show, brands need to refine their focus, such as: B. Older Gen Z and younger millennial users who are attuned to the platform and are also more motivated to buy based on social media content.
16. 58.8% of TikTok users are female
Brands with a focus on a target group of women are lucky with TikTok. The TikTok user base is female, with 58.8% of users identifying as women.
That doesn’t mean you shouldn’t be on TikTok when targeting men with your products or services. Since the ratio is almost half of the user base, there are still plenty of opportunities for a variety of brands and target groups to network.
17. 90% of TikTok users access the app on a daily basis
In another tribute to TikTok’s dedicated community, 9 out of 10 users log into TikTok several times a day. It’s always important to have an engaged and active user base on a platform that you want to market on, and TikTok definitely has that to offer.
Build your TikTok strategy
Ready to start marketing on TikTok? Putting together a solid video marketing strategy is the perfect way to get started. Keep these TikTok stats in mind when you start creating your content so you know exactly who your target audience will be.