We know TikTok is big, but what are the numbers behind its success? A deeper look into who’s using TikTok, how they’re interacting with content, and why it has become a game-changer for brands and creators reveals the true power behind the platform’s success.
It’s not enough to just follow trends on the surface—you have to understand the numbers driving them. By digging into TikTok’s latest stats, you can see exactly how it’s shaping consumer behavior and why brands are flocking to it.
With that in mind, here are some key TikTok statistics to get a clearer picture of what’s happening on the platform. These figures will help shape your TikTok strategy this 2024.
TikTok demographics
1. TikTok has a growing user base
With over 1.582 billion monthly active users, TikTok’s reach is undeniable, and it’s become a hotspot for new trends to take off. From viral challenges to popular sounds, TikTok often sets the stage for what’s trending online. Its massive, engaged audience makes it a key platform for businesses looking to stay on top of the latest cultural shifts and connect with potential customers.
2. TikTok’s user base according to gender
As of July 2024, about 45.2% of TikTok’s global users were women, while 54.8% were men. This gender breakdown reveals TikTok’s broad appeal across both genders, with a slight leaning toward male users. This balance could reflect how TikTok’s content caters to a wide variety of interests, from entertainment and education to lifestyle and hobbies.
3. Tiktok’s user base according to age and gender
As of July 2024, TikTok’s global audience consisted of about 16% women and 19% men aged 18-24. Additionally, 15% of the platform’s users were women aged 25-34, while men in the same age group made up 19.1%.
TikTok usage
4. Average usage hours per month
In 2023, users globally spent an average of 34 hours per month on TikTok, demonstrating the platform’s deep user engagement. For businesses, this extended time presents a valuable opportunity to capture attention, build brand awareness, and engage users with regular content. The more time users spend on TikTok, the more chances brands have to connect through ads, influencers, or organic posts.
5. TikTok users’ intent
64% of users share content, 42% research products, and 27% make purchases after watching TikTok videos. This highlights TikTok’s strong influence on consumer behavior, making it a powerful platform for generating interest, driving research, and prompting purchases. Brands can leverage this by creating content that encourages these actions.
6. Users use TikTok for deeper research
After finding something on TikTok, 45% of users continue searching for more information within the app. For brands, creating content that sparks further exploration can boost visibility and engagement, making TikTok a key part of the customer journey.
7. Young users look for local businesses using TikTok
62% of users aged 18-24 use TikTok to find local businesses, highlighting its value beyond entertainment. Local businesses can tap into this by creating content that resonates with younger audiences, offering a creative and authentic way to connect with nearby customers.
TikTok engagement
8. TikTok has a higher engagement rate per follower
The average brand on TikTok has a 2.6% engagement rate per follower, four times higher than on Instagram and much more than Facebook and Twitter. This shows TikTok’s strength in creating deeper interactions between brands and users. For businesses, it offers a unique chance to connect with a highly responsive audience, making it a top platform for brand growth.
9. Users value brand interactions
78% of TikTok users appreciate when brands engage with everyday people, not just celebrities or influencers. This highlights TikTok’s focus on authenticity. For brands, interacting with regular users builds trust and connection, making them appear more approachable and relatable. This approach can boost their reputation and encourage genuine engagement, leading to more organic word-of-mouth marketing.
10. Brands should use comments to answer questions
74% of TikTok users view the comment section as a valuable space for brands to answer customer questions, highlighting the platform’s emphasis on interaction. By participating in these discussions, brands can build trust and transparency through direct engagement. This real-time communication helps strengthen relationships, address customer concerns, and create a more personable image, leading to greater satisfaction and loyalty.
11. Brands should make use of video responses
72% of TikTok users like it when brands reply to comments with a video. This shows how much the platform values creativity and engagement. For marketers, video replies are a great way to connect with users in a more personal and interactive way. It helps brands show personality, answer questions more dynamically, and stand out. Plus, video responses make brands feel more approachable and can build stronger relationships with their audience.
TikTok content
12. Three hashtags drive more views
As of January 2024, the hashtag “fyp” had 55.4 trillion views, with “for you” at 31.7 trillion and “duet” at 3.5 trillion. These hashtags work well because they align with TikTok’s algorithm, boosting the chances of posts showing up on users’ feeds.
Marketers can use these hashtags to get more visibility. Adding “fyp” or “for you” helps reach a bigger audience, while “duet” encourages user engagement and sharing, spreading content even further.
13. Storytelling is key to more engagement
56% of TikTok users say storytelling on the platform feels the most inclusive, showing how TikTok supports diverse voices. For brands, this means focusing on storytelling in their content is key. Inclusive stories help brands connect with a broader audience, making their message more relatable and authentic. By using TikTok’s storytelling power, businesses can humanize their brand and engage with users who value representation.
14. Make audio trends your own
88% of TikTok users say sound is a key part of their experience, showing just how important audio is for engaging content. Brands can take a cue from creators who creatively adapt trending sounds to fit their message. Whether it’s through music, voiceovers, or parodies, using popular audio can boost relatability and interaction. For marketers, tapping into TikTok’s sound culture can make campaigns more memorable and increase engagement by aligning with how users experience the platform.
TikTok advertising
15. TikTok’s advertising revenue is rapidly growing
In 2024, TikTok’s ad revenue in the U.S. is expected to hit $11.01 billion, a big jump from $5.96 billion in 2022. That’s a 184.4% increase in just two years, showing TikTok’s growing strength as a top advertising platform. More brands are seeing its potential to reach engaged audiences. This suggests that investing in TikTok ads is a smart strategy as the platform keeps growing.
16. Marketers are investing more in TikTok
This year, 56% of marketers on TikTok are set to boost their ad spending, making it the leading platform for ad growth. The rising confidence in TikTok comes from its proven ability to engage users and deliver results. For businesses, this trend signals the importance of seizing TikTok’s growing influence to enhance brand visibility and connect with audiences more effectively.
17. More marketers are jumping on the TikTok train
Businesses are noticing that integrating TikTok into their marketing strategies could be essential to staying competitive and reaching new customers. With 44% of marketers using the platform this year, it’s clear that TikTok is becoming a key player in reaching highly engaged audiences.
18. Consumers are more tolerant of TikTok ads
A recent stat shows that 63% of consumers still have a positive view of TikTok ads, staying consistent with last year. Unlike on other platforms, users find TikTok ads more engaging and less disruptive. This makes TikTok a great place for businesses to create ads that resonate with their audience, without the risk of being seen as intrusive.
19. TikTok recommendations drive purchases
In 2023, 14% of consumers made weekly purchases and 15% bought monthly based on TikTok recommendations. This shows TikTok isn’t just for entertainment; it’s shaping regular buying habits. Businesses can tap into this by using TikTok as a powerful tool to drive consistent sales through real recommendations and viral trends.
20. TikTok may not be the best platform for B2B
Surprisingly, 52% of people see TikTok as the least effective platform for video marketing, especially for B2B brands. This points to the challenges B2B companies face in connecting with the right audience on a platform dominated by consumer-focused content. While TikTok works well for B2C, B2B marketers might need to rethink their approach, focusing on creativity and relatability rather than sticking to traditional corporate messaging.
21. The average CPM for TikTok ads
The average CPM (cost per thousand impressions) for TikTok ads is around $3.21, making it a relatively cost-effective platform for reaching a large audience. This affordability can be attractive for brands looking to maximize their ad spend.
22. The average CTR for TikTok ads
The average CTR (click-through rate) on TikTok ads is 0.84%. While this might seem modest, it reflects TikTok’s ability to generate engagement, especially through its highly visual and engaging ad formats.
23. The average CR for TikTok ads
The average CR (conversion rate) is 0.46%, indicating that while users may engage with ads, converting them into actions like purchases or sign-ups may require further optimization. Brands can improve this by fine-tuning their ad targeting and content to better resonate with TikTok’s audience.
TikTok influencer marketing
24. TikTok is now the top platform for influencer marketing
TikTok has become the top platform for influencer marketing, with 69% of brands using it, beating Instagram (47%), YouTube (33%), and Facebook (28%). This shows how effective TikTok is for engagement through influencers, thanks to its viral potential and interactive content. Brands now see TikTok as a key platform for reaching audiences through genuine influencer partnerships, offering more visibility and organic reach compared to traditional ads.
25. TikTok delivers the highest ROI
This year, TikTok ranked as the top platform for ROI in influencer marketing, with 50.1% of respondents choosing it. TikTok’s ability to create viral content and build real connections with influencers keeps it in the lead. Brands aiming for better ROI should consider prioritizing TikTok in their strategies.
26. TikTok has the highest influencer engagement rates
TikTok boasts impressive engagement rates, with smaller accounts (1K-5K followers) hitting 15.04% and larger accounts (over 1 million TikTok followers) still at a solid 10.53%. These numbers are hard to match on other platforms, showing why brands are flocking to TikTok. Whether partnering with micro-influencers or big names, businesses can count on strong audience interaction, helping build deeper connections and drive results.
TikTok shop
27. TikTok’s consumer spending continues to rise
In 2023, TikTok generated $3.8 billion in consumer spending, showing its growing influence as a major player in eCommerce. Users aren’t just there for entertainment—they’re ready to buy. For businesses, this presents a huge opportunity to sell directly to an engaged audience.
28. More and more users purchase from TikTok Shop
Additionally, 23% of consumers have made purchases through the TikTok Shop, with a notable increase among Gen Z (+9%). This highlights the growing popularity of in-app shopping, particularly for younger audiences. Brands can take advantage of this by optimizing their presence in the TikTok Shop to tap into this direct purchase trend.
29. Beauty and personal care are the top category
Beauty & Personal Care leads TikTok’s eCommerce platform, accounting for 22.50% of total Gross Merchandise Value (GMV), making it the top category. Womenswear & Underwear (12.56%) and Menswear & Underwear (8.06%) follow closely. These stats give brands insight into which categories resonate most with shoppers, offering a chance to maximize sales by focusing on these areas.
30. Beauty and personal care also drive the most sales
Beauty & Personal Care also dominates TikTok Shops, making up 18.65% of total sales. Womenswear & Underwear (14.36%) and Food & Beverages (6.96%) are also significant contributors. For brands, focusing on these top-performing categories can lead to stronger sales and engagement on the platform.
Wrapping up
The latest TikTok statistics makes it abundantly clear why the platform is a top choice for brands wanting to connect with young, engaged users. With over 1.582 billion monthly active users, mainly from Gen Z and Millennials, TikTok is perfect for tapping into viral trends and building strong, direct interactions. The platform’s high engagement rates, especially when compared to others, show how powerful creative and authentic content can be.
TikTok is changing the way brands connect with consumers through influencer marketing and in-app shopping. Storytelling, sound-driven content, and video replies are just a few trends helping brands stand out. Embracing TikTok’s fast-moving, creative environment will give you the chance to capture attention and see real results.
The post 30 TikTok Stats That Matter: A Look at What’s Driving 2024’s Biggest Trends appeared first on jeffbullas.com.
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