40+ TikTok Stats Digital Marketers Need To Know


TikTok has proved itself to be more than just the latest trending social craze.

In fact, the short-form video sharing social network has emerged as a major player in the consumer path of purchase, Exclusively for product discovery,

Want to build a business case for TikTok as part of your own digital marketing mix?

You’ll need some data-backed logic to justify the investment.

Check out these fascinating TikTok statistics and facts you can use to onboard your marketing team or clients.

The user base of Tiktok is huge…

And it’s still growing.

  • tiktok is over 1 billion Monthly active users, as of September 2021.
  • tiktok was #1 Downloaded App Worldwide and in the US in 2021.
  • tiktok is now More GenZ Users Compared to Instagram and expected to overtake Snapchat in 2023.
  • UK users on average spend the most time on the platform 27.3 hours per monthWhile US users spend 25.6 hours on TikTok and Canadian 22.6 hours.

Who uses TikTok?

Beyond demographics, understanding the mindset of TikTok users can help determine who your potential audience might be and what content will best resonate with them.

Here are some interesting things we know about who TikTok users are and what they want:

  • 64% Global users say that they can be their true selves on TikTok.
  • 53% Users around the world say they trust others to be their true self on TikTok.
  • 56% TikTok users say that they post videos on the platform that they would not post anywhere else.
  • 59% On average, global users say they feel a sense of community when they are on TikTok.
  • 70% Global users say that TikTok is a platform they would recommend to others.
  • 78% Number of users agree that the best brands on TikTok are the ones that share their views and work closely with the users.
  • 44% Daily TikTok users want branded content to be fun and entertaining.

TikTok is pulling in audiences from other types of media

The use of TikTok is affecting media consumption in other channels and platforms, as these facts demonstrate:

  • 35% TikTok users say that ever since they started using TikTok, they have spent less time watching TV or video content.
  • 41% Gen Z users say they have cut back on listening to podcasts since joining TikTok, and 33% say they watch less TV.
  • 79% Global TikTok users say that the content on TikTok is unique or different, and 68% consider the advertising content to be particularly unique or different from a competing platform.
  • 73% Global users say that they feel a deeper connection with the brands they interact with on TikTok as compared to other platforms.

If you are not connecting with the audience on TikTok, you may miss out on valuable opportunities.

TikTok users give their full attention to content

TikTok users are fully engaged and tuned in to the rest of the world when they are using the platform.

  • 46% Number of users engage with TikTok content without any other distractions.
  • 84% Tiktok users say that they get content that they can relate to on the platform.
  • 77% Users across the world say they read comments on posts and videos on TikTok.
  • 10.85 minutes: Average user session length makes TikTok the most attractive of all social media apps.

How do you make the most of these moments that you have to impress? check out These Tiktok Marketing Best Practices And tips to get you started.

TikTok users display great commercial intent

Getting in front of a large audience can be flattering, but from a marketing perspective it’s pretty useless unless those people are open to being customers.

This is another place where TikTok excels.

  • 92% Users say that after viewing TikTok, they take action such as liking content, sharing it with friends, following a brand, or researching or buying a product.
  • 60% Global TikTok users say they follow brands on TikTok.
  • 50% Gen Z users say that they follow the creator after watching Tiktok.
  • 52% TikTok users across the world say they search for products or make purchases on the platform.
  • 67% TikTokers say the content drives them to shop, even when they didn’t want to.
  • 39% Users say that “lifting their spirits” is a key factor in TikTok buying decisions.
  • Consumer spending on Tiktok increased 77% in 2021.

How users spend their solo time on TikTok

TikTok users have long been entertained, educated and inspired by the content they engage. According to TikTok Marketing Science Global, Here’s How They ‘Spend Their Time’Time Well Spent’ Study By Kantar:

  • 71 percent watch videos on Tiktok.
  • 69% use TikTok to follow other creators.
  • 60% use TikTok to find new recipes and DIY projects.
  • 59% use TikTok to learn about current events and trends.

TikTok is social, too

TikTok is a great place for families and friends to get together and discover new trends. Kantar’s research Found what users are doing when they are enjoying TikTok together:

  • 67 percent are sharing the video.
  • 66% of people take part in the TikTok Hashtag Challenge with family and friends.
  • 65% participate in trends and pranks.
  • 61% message their friends.
  • 57% use TikTok to learn new dance moves.
  • 56% are filming new tiktok.
  • 55% are creating original content.

Tiktok Ads Statistics

Is TikTok a good place to invest in social advertising budget? Consider these facts:

  • Average TikTok campaign ROAS was 2X Average campaign performance benchmark across commissioned studies.
  • Campaigns in America saw 14% more Paid media ROAS versus all digital media was measured in a recent Nielsen Media Mix Model meta analysis.
  • Ads created for TikTok with Creator Partnerships achieved 65% more According to first-party meta-analysis and third-party research, the 2-second view rate.
  • The Call to Action (CTA) in TikTok text has shown up to provide a 152% lift Compared to those in conversions that don’t allow the audience an obvious next step to take.
  • Product use and comedy drive a 24% Increase in Tiktok ads being seen till the end.
  • remember the ad 24% more For TikTok-specific branded content created in collaboration with creators in TikTok studies.
  • 312% lift In conversion: The result of shooting TikTok videos at 720p resolution or higher compared to lower-resolution clips.

Many users seem to be satisfied with the experience of advertising on offer on TikTok like 45% “Heavy” users said the ads mixed in with other content.

You can learn more about TikTok search ads (currently in beta) Here,

To help advertisers make the most of their investment in the platform, TikTok offers a free 4-part course.

Matt Southern takes a look at and shares his TikTok Tactics Course tiktok advertising best practices here,

key takeaways

TikTok is here to stay and is worth a look at at least as part of your marketing mix.

It is not a fad, and the audience is not limited to a narrow group or demographic. TikTok has become mainstream, and those who use it demonstrate a good level of business intent.

TikTok is a two-way channel where users expect interaction and do not like to be “sold”.

Users are looking to educate, entertain and stay engaged. Marketers who can access it will find a highly motivated audience to discover, shop for, and share recommendations with family and friends.

Want to learn more?


Featured Image: Shutterstock/tea_tea





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