TikTok is a popular video app which is currently one of the fastest growing social media apps available on the app store and Google play stores. The social media platform saw a huge spike of 315 million app downloads during the global pandemic back in 2020, due to internet users joining TikTok and posting video content as a way of entertainment and sharing their lockdown experiences.
Since the global pandemic the number of TikTok's active users has continued to rise and more businesses are now turning to the platform for advertising their products and brands in a new and creative way.
This post will break down some of the more significant TikTok usage statistics, including the demographics of users and how using TikTok ads are effecting consumer spending in comparison to other social media platforms.
App Store Downloads:
The TikTok app is available on the Apple App Store and is also available for android users on the Google Play Store. Combined across both, TikTok statistics show that TikTok has been downloaded over 3 billion times. Of these 3 billion downloads, 383 million of these occurred between January to June 2021. This makes it the most downloaded app, that is not a game, during this timeframe.
Alongside these, the Chinese version of TikTok known as Douyin, which shares the same parent company ByteDance,has had an additional 196.6 million downloads.
In terms of active users, TikTok is now deemed the 7th most popular social media platform. Holding the top spot is Facebook.
Despite this, TikTok has been listed as the most engaging of the social media apps. In 2019, TikTok's growth in regards to engagement increased by 1,533%, whereas Facebook was hit with a 26% decline. At the same time, Instagram only experienced a slight increase of 6%.
Due to the fact that TikTok has an engagement rate of 5.30% for creators with 100,000+ followers and its higher engagement rate than instagram, businesses looking to take their advertising online can benefit from TikTok compared to other social media platforms.
Of its 1 billion monthly active users, TikTok has a slightly larger percentage of female users. This can be down to a large majority of TikTok creators producing videos in relation to fashion and beauty. The hashtag #fashion has had 92 billion views alone making it the perfect social media platform for brands wanting to boost their sales within that industry.
Overall 57% of users are female and 40% are male users. The additional 3% is made up of users who are identifying as 'other.'
TikTok also has a wide target audience of anyone who is within the age range of 13 and 60 years old. This is due to the vast variety of content which is being posted by active users on the app. 47.4% of TikTok users fall within the 10-29 age range.
The latest TikTok statistics say that 60% of users are in Gen Z, which is the largest of the generations.
Average Session Duration:
On average TikTok users spend at least an hour and a half scrolling through TikTok videos. This is not always in one sitting, as TikTok users open the app multiple times daily. On average a single user can open the TikTok app up to nineteen times a day.
With 83% users having posted TikTok content, it is no wonder that people spent so much time on the app viewing everybody else's video content.
TikTok Statistics for Businesses:
According to TikTok statistics, it is currently the most popular app on the app store for increasing consumer spending. Consumer spending on TikTok increased 77% in 2021 alone, resulting in users spending a total of $2.3 billion within the app.
As well as the ability TikTok has to allow you to purchase within the app, TikTok influencers allow its daily active users to discover new brands and products to potentially purchase outside of the app. 69% of TikTok's users follow influencers in different niches within the app, making TikTok influencers a great way of advertising your brand online.
Another great way to advertise on TikTok is by the use of brand takeover ads. These 3 second images, or 5 second GIFs are displayed to TikTok's users when they first open the app.
If you are a company and are looking into using influencers on TikTok as a way of increasing awareness of your brand, you want to ensure that you are picking someone who regularly posts content for your target demographic and that matches your brand. For example if you are trying to sell gym equipment such as weights, you would not want to reach out to a fashion influencer just because they have a million followers. You would be better reaching out to a fitness influencer who is followed by people with similar interests to what your brand has to offer.
The latest TikTok stats report that also TikTok pays popular influencers from other platforms $500 dollars to become a TikTok user and start posting content.
Since its huge spike in popularity during 2020, TikTok's development has made it an ideal social media site for advertising.
Due to the increase in TikTok's revenue and 30.8 million daily active users on the IOS devices alone, as well as the fact that 96% of consumers are increasing their video consumption. It is recommended that brands wanting to increase sales and brand awareness start making use of the different advertising methods that TikTok has to offer.
If you are wanting to extend your marketing efforts to TikTok, but are struggling with the algorithm or how to progress on the social media platform, a digital marketing agency can help you increase your ROI.