TikTok Statistics Gen Z Marketers Should Know

TikTok, launched in 2016, took the short-form video concept and exploded it into a global phenomenon. It’s become a hub for hilarious content, but that’s just the tip of the iceberg.

This platform boasts one of the fastest growth rates of any social media platform, making it a goldmine for brands that want to connect with younger generations. Beyond funny skits, businesses are discovering creative ways to educate audiences and promote their offerings on TikTok.

Curious about the power this platform holds? We’ve compiled a list of essential TikTok statistics every marketer should know. This data will reveal the true impact of TikTok and show how it can be a powerhouse platform for creators in any niche.

TikTok Stats on Global Users

TikTok has exploded in popularity, becoming a social media powerhouse with over 1.5 billion monthly active users. This massive user base makes it the fifth most popular social media platform globally, putting it in serious contention with established giants.

Let’s delve deeper into who these users are and how they engage with the platform.

• Dominating the US Market: The United States boasts the largest collection of TikTok users worldwide at a staggering 148 million. This represents a whopping 31% increase from last year, highlighting the app’s continued growth within the US. (Statista: TikTok User Report)

• A Young and Diverse Audience: When it comes to age demographics, TikTok skews young, with its largest user group falling between 18 and 24 years old. This aligns with the platform’s focus on short-form video content and its appeal to Gen Z. (Statista: TikTok Global User Age Distribution)

• Social Media Preferences: While YouTube remains king among Gen Z users (aged 16-25) at 92%, TikTok holds a strong second place with 85% penetration in the US. This highlights the growing importance of short-form video content for this demographic, even compared to established photo-sharing platforms like Instagram (85%). (Statista)

• Highly Engaged User Base: TikTok boasts impressive user engagement. It’s the second most engaging app after Instagram, with a staggering 29% of its active users opening the app daily. This level of engagement presents a significant opportunity for brands and creators alike. (Sensor Tower)

• Millennials as Brand Partners: Millennial TikTok users are 2.3 times more likely to create a post and tag a brand compared to younger users. This suggests a potential goldmine for brand partnerships and influencer marketing strategies targeted towards this demographic. (TikTok)

TikTok Stats on Global Downloads

TikTok’s meteoric rise isn’t just about user engagement; it’s also a story of incredible download numbers.

Here’s a closer look at how TikTok has taken the world by storm:

• Massive Download Figures: With a staggering 4.7 billion downloads across iOS and Android devices, TikTok boasts a truly global presence. (Demand Sage)

• Record-Breaking Growth: The first quarter of 2023 saw a phenomenal 770 million downloads worldwide. This explosive growth highlights the app’s continued momentum and its ability to attract new users at an impressive rate. (Statista)

• Maintaining the Lead: TikTok’s reign continued in 2022, with the app once again being crowned the most downloaded app globally. This time, it amassed a staggering 850 million downloads, leaving strong contenders like Instagram and WhatsApp in its wake. (Statista)

• Shifting Landscape: While still a significant player, TikTok’s download numbers dipped slightly in 2024, placing it at the third most downloaded app with 128 million downloads. This could indicate a natural progression in the app’s growth or a rise in popularity of other competing platforms. (Business of Apps)

TikTok’s download history paints a clear picture: it’s a global phenomenon that has captured the attention of billions of users worldwide. While download numbers might fluctuate over time, TikTok’s overall reach and impact on the social media landscape remain undeniable.

TikTok Usage Statistics

TikTok has become a major way people spend their time online, especially for younger generations.

Here’s a breakdown of how much time people typically spend on the app:

• Kids (under 18): Studies show kids globally spend an average of 75 minutes on TikTok each day. That’s about the length of a full-length movie! (CDN)

• Teens (11-17): Another study found teens spend a much higher amount of time, averaging around two hours daily on TikTok. That’s a significant chunk of their free time! (Business Insider)

• Discovering New Interests: According to research, users are 1.8 times more likely to agree that the app introduces them to completely new topics they enjoy. (TikTok)

• Age: 18-19 years old make up 67% of users, followed closely by 20-29 years old at 56%. So, while teens might be heavy users, young adults also make up a large portion of the audience. (Statista)

• Gender: Interestingly, TikTok’s user base is pretty balanced when it comes to gender. Roughly 54.1% of users are female and 45.9% are male. So, it’s not just an app for one specific group! (Statista)

• Time Spent on the Platform: In the US alone, adults spend a collective 4.43 billion minutes per day on TikTok! That’s a massive amount of time dedicated to consuming content on the platform. (Data Reportal)

TikTok Demographic Stats

TikTok has exploded in popularity worldwide, attracting users from all corners of the globe. Here’s a breakdown of some key demographics and where the app is seeing the most action:

• China Reigns Supreme: TikTok’s home country, China, boasts a massive user base. As of November 2022, a staggering 730 million people actively used the app, known there as Douyin. That’s a population larger than the entire United States! (Statista)

• The US, Indonesia, and Brazil: Looking beyond China, the United States, Indonesia, and Brazil currently hold the titles for the countries with the largest TikTok audiences (as of January 2024). (Statista)

• The UK Social Media Market: While not yet at the top of the charts, the UK is a promising market for TikTok. Statista predicts there will be an estimated 15 million TikTok users in the UK by 2025. (Statista)

• Capturing Gen Z in the US: According to Statista, a whopping 85% of US Gen Z users report using Instagram marketing, followed closely by TikTok at 78%. This highlights the app’s appeal to younger demographics and its potential to become a dominant social media platform for this generation. (Statista)

TikTok Revenue Statistics

TikTok’s meteoric rise isn’t just about users; it’s also a story of incredible financial success.

Here’s a breakdown of the app’s impressive revenue generation:

• ByteDance’s Amazing Evaluation: The company behind TikTok, ByteDance boasts a staggering valuation of $268 billion, making it the world’s most valuable startup. That’s a massive achievement, highlighting the immense potential and reach of TikTok. (China Money Market)

• Surging Revenue: In 2023, the app raked in an estimated $14.3 billion, which is a whopping 52% increase compared to the previous year. This rapid growth shows no signs of slowing down, solidifying TikTok’s position as a major player in the online advertising world. (Business of Apps)

• Exponential Growth Trajectory:  During the first three quarters of 2023 alone, TikTok generated a revenue of about $9.4 billion. This rapid pace of growth suggests that the app’s financial success is only just beginning. (What’s The Big Data)

• A Rising Unicorn: Earlier in 2023, ByteDance, the company behind TikTok, was valued at approximately $200 billion. This massive valuation cemented its status as the most valuable “unicorn” in the world. (Statista)

TikTok for Business Stats

TikTok isn’t just for entertainment anymore. It’s rapidly becoming a major player in the marketing world, offering exciting opportunities for businesses and brands.

Here’s a closer look at the data that highlights this shift:

• High Engagement with Influencers: U.S. influencers on the platform see an average engagement rate of nearly 18%, which is significantly higher than engagement rates on other social media platforms. (Influencer Marketing Hub)

• Brands are Taking Notice: According to Performance Marketing World, a staggering 85% of brands plan to increase their spending on TikTok in 2023. (Performance Marketing World)

• ByteDance’s Advertising Boom: In 2022, ByteDance secured the fourth spot globally in terms of ad revenue for major social media companies, raking in a massive $31.66 billion. This achievement showcases the immense potential of advertising on TikTok and the revenue it can generate. (Statista)

• Purchases Driven by Discovery: Around 71.2% of users who access TikTok Shop, the platform’s in-app shopping feature, have actually purchased something after seeing it on their feed. This highlights the app’s ability to seamlessly connect content with commerce, creating a smooth purchase journey. (Statista)

• Marketers Embrace Influencer Marketing: A significant 61% of marketers now leverage TikTok for influencer marketing campaigns, showcasing its growing importance within the influencer marketing landscape. (HubSpot)

• Gen Z’s Shopping Platform of Choice: An impressive 49% of Gen Z users report making purchases directly on TikTok, making it the second leading platform for this purpose. This highlights the app’s immense influence on younger demographics, a key target audience for many brands. (Statista)

How to Leverage TikTok Stats for Digital Marketing?

The numbers don’t lie: TikTok is a goldmine for digital marketing opportunities. But with so much data available, it can be overwhelming to know where to begin.

Here’s how you can leverage key TikTok stats to craft a winning digital marketing strategy:

• Understand Your Audience

Look at the stats on user demographics. Are you targeting Gen Z, Millennials, or a broader audience? Tailor your content and approach to resonate with their interests and preferred communication style.

Leverage data on video length, trending topics, and music usage. Craft content formats that align with what users are already engaging with.

• Embrace Influencer Marketing

The high engagement rates enjoyed by US influencers on TikTok highlight the platform’s potential for brand partnerships. Identify relevant influencers who align with your brand values and target audience.

• Prioritize Short-Form Video Content

People spend significant time on TikTok, but attention spans are short. Focus on creating engaging, high-quality short-form videos that capture attention quickly and keep viewers hooked.

• Harness the Power of In-App Shopping

The impressive conversion rate for TikTok Shop users showcases the platform’s potential for driving sales. Consider incorporating e-commerce elements into your strategy, like product demos or shoppable links.

• Track Your Results & Adapt

Don’t just throw content out there and hope for the best. Track key metrics like views, engagement, and clicks. Use this data to refine your strategy and optimize your content for better results.

The world of TikTok marketing is constantly evolving. Consider collaborating with a marketing agency or consultant who specializes in TikTok to leverage their expertise and stay ahead of the curve.

By understanding the key stats and implementing these strategies, you can use the power of TikTok to achieve your digital marketing goals, whether it’s brand awareness, increased engagement, or driving sales.