Must-Know TikTok Stats for Digital Marketers

TikTok has proven to be more than a fad. For product discovery, the short-form video sharing social network has emerged as a key player.

Want to use TikTok as part of your digital marketing mix?

You’ll need data and statistics to back up your investment case. Boost your marketing team’s or client’s engagement with these fascinating TikTok statistics.

TikTok Has A Massive Userbase
Who Uses TikTok?
TikTok Is Taking Audiences From Other Sources of Media
TikTok Users Are Very Commercial
TikTok Users Focus On The Content
TikTok Is Social
How Users Use TikTok

TikTok Has A Massive Userbase

It had 1 billion monthly active users in September 2021.
Tilt-shifting was the most downloaded app globally and in 2021.
By 2023, TikTok will have more GenZ users than Instagram.
UK users spend the most time on the platform (27.3 hours per month), followed by US (25.6 hours) and Canadians (22.6 hours).

Who Uses TikTok?

Beyond demographics, understanding TikTok users’ mindsets can help you identify your target demographic and what content will resonate with them.

Here are some interesting facts about TikTok users and their desires:

64% of global users say TikTok allows them to be themselves.
On TikTok, 53% of users worldwide trust others to be themselves.
56% of TikTok users say they post videos they wouldn’t post elsewhere.
On average, 59 percent of global users say they feel a sense of community on TikTok.
70% of global users recommend TikTok to others.
78 percent of users agree that the best TikTok brands are those that collaborate with users.
44% of daily TikTok users want fun and entertaining branded content.

TikTok Is Taking Audiences From Other Sources of Media

As these stats show, TikTok usage affects media consumption across channels and platforms.

35% of TikTok users say they watch less TV or video content since using TikTok.
41% of Gen Z users have stopped listening to podcasts and 33% have stopped watching TV since joining TikTok.
79 percent of global TikTok users say the platform’s content is unique or different, and 68 percent say advertising content is unique or different.
Compared to other platforms, TikTok users feel a stronger connection to brands.

If you aren’t engaging with the TikTok audience, you may be missing out on valuable exposure.

TikTok Users Are Very Commercial

Getting in front of a large audience is nice, but it’s useless for marketing unless those people are willing to buy.

TikTok also excels here.

92 percent of users say they like the content, share it with friends, follow the brand, or research or buy a product after watching TikTok.
60% of global TikTok users follow brands.
Half of Gen Z users who watch TikToks follow the creator.
52% of TikTok users worldwide say they shop or search for products.
39% of users say “lifting their spirits” is important when purchasing TikTok.
TikTok consumer spending increased 77% in 2021.

TikTok Users Focus On The Content

When using TikTok, users tend to be fully immersed and tune out the rest of the world.

46% of users only interact with TikTok content.
84 percent of TikTok users say they find relatable content on the platform.
77 percent of TikTok users read comments on posts and videos.
TikTok has the longest average user session of any social media app at 10.85 minutes.

TikTok Is Social

TikTok also allows families and friends to co-create and discover new trends. According to Kantar’s research, users enjoy TikToks together in the following ways:

67% share videos.
66% take part in TikTok hashtag challenges with friends and family.
65% participate in trends and pranks.
61% text their pals.
57% use TikTok to learn new moves.
56% are making new TikToks.
55% are producing original content.

How Users Use TikTok

TikTok users want to be entertained, educated, and inspired. The TikTok Marketing Science Global ‘Time Well Spent’ study by Kantar shows how they spend their time:

71% use TikTok.
69% use TikTok to discover new creators.
60% use TikTok to discover new recipes and crafts.
59 percent use TikTok to keep up with current events.