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List of TikTok stats and key figures
1. TikTok's meteoric growth in figures
- TikTok crossed the symbolic mark of one billion monthly active users in 2022, with growth A staggering 45% in just one year!
- In 2023, TikTok remains the most downloaded application in the world with 700 million installations, ahead of facebook and instagram.
- Les users spent 2.3 billion dollars on TikTok in 2021, a figure that is expected to explode in the years to come.
- Available in over 150 countries and 75 languages, TikTok offers unparalleled global reach for brands.
While some doubted the sustainability of TikTok, these figures strongly demonstrate that the application has established itself as a major and sustainable player in the social media ecosystem.
Its meteoric rise and its global popularity make it an essential playground for brands looking for new marketing levers.
2. Increasing Number of Content Creators
- 53% of TikTok creators are between the ages of 18 and 24, making this age group the most represented.
- Currently, @khababe .lame is the most followed celebrity on TikTok with 161.8 million subscribers.
- Influencers like Charli D'Amelio or Addison Rae generated up to $17.5 million thanks to TikTok in 2021.
- TikTok creators record unparalleled engagement rates, with 18% on average for micro-influencers compared to 3.86% on Instagram.
The creator community is at the heart of TikTok's success.
Young, creative and ultra-committed, they generate high-performing and inspiring content for brands.
Partnering with these influencers becomes a powerful marketing tool to gain notoriety and proximity to your target audience.
3. Young and Connected Audience Profile
- Nearly half (47%) TikTok users have between 10 and 29 years.
- However, the platform is attracting an increasingly large audience: 42% of users are between 30 and 49.
- 78.7 million users assets are located in the United States, including 37.3 million from Gen Z.
- 61% of TikTokers are women, versus 39% maleS.
TikTok has become known as the favorite network for teens, but its audience is constantly growing and diversifying.
Although Gen Z remains predominant, it is becoming an increasingly transgenerational medium.
A golden opportunity for brands looking to target a young and connected audience, without locking themselves into a niche.
4. Record Commitment and Interaction
- On average, users pass 95 minutes per day on TikTok, that's more than 24 hours per month watching videos!
- 90% of users connect to the app several times a day.
- 83% of TikTokers have already published a video.
- 68% of users remember brands that use their favorite music in their videos better.
TikTok stands out for the exceptional commitment of its community.
Far from simply consuming content, users interact massively through likes, comments, shares and especially by creating videos themselves.
For brands, it is a great sounding board to boost the reach and memory of their campaigns.
5. Top Most Popular Content
TikTok stands out for the wide variety of creative content offered by its community.
But what types of videos are the most popular with users?
Focus on the trends and specificities of the content that is a hit on the platform.
- Music and dance videos remain the most popular on TikTok, driven in particular by viral challenges such as #GhostPhotoshoot or #LunarNewYear.
- Humorous content, such as parodies, skits, and quirky reactions, is also popular with TikTokers looking for entertainment.
- Tutorials and tips of all kinds (beauty, cooking, DIY...) are meeting with increasing success, with 62% of users who like them.
- Personal stories and stories, which are often moving, are another very popular type of content that garners a lot of engagement.
- Challenges and hashtags sponsored by brands, such as the famous #PepsiCanBalance, allow users to co-create content and take ownership of the world of advertisers.
To succeed on TikTok, brands must therefore rely on creative, entertaining and authentic content, in line with current trends.
Humor, music, participatory formats, and inspiring stories are key ingredients in capturing users' attention.
Feel free to explore popular hashtags for inspiration!
6. A Marketing Lever with High Potential
- 72% of users find ads on TikTok more inspiring than on other platforms.
- Collaborating with creators multiplies the memory rate of campaigns by 4.
- Hashtag challenges increase brand awareness by 4.5 times.
- 49% of TikTokers say that the platform helped them with their buying decisions.
TikTok offers brands innovative and effective advertising tools to promote their products and develop their image in a creative way.
By using engaging formats such as hashtag challenges and influencer marketing, advertisers can increase the impact and reach of their campaigns.
Starting in January 2024, TikTok recorded remarkable penetration in some countries and territories, including the United Arab Emirates and Saudi Arabia, where over 130% of people aged 18 and over adopted this video sharing application.
In Malaysia, the penetration rate reached 113%.
In the United States, around 54% of the online population, or nearly 150 million individuals, used TikTok.
Future of TikTok: between mass adoption and bans
TikTok, the social video sharing network, has experienced rapid growth since its creation in 2016. However, despite its popularity, the network faces numerous bans around the world for a variety of reasons.
Bans: Global Overview
Recent legislative developments in the United States highlight the growing tension between TikTok and Western governments.
In March 2024, the US House of Representatives passed a bill requiring ByteDance to part ways with TikTok, putting the app in a precarious position on American soil.
- Reasons for the ban: National security and data protection fears, often associated with alleged links between TikTok and the Chinese government.
- International reaction: Countries like India, Jordan, Taiwan, Taiwan, Afghanistan, Afghanistan, Pakistan, and some American states like Montana, have taken similar measures, citing reasons ranging from cybersecurity to public morality.
The House of Representatives decision, although not yet final, symbolizes the growing concern about TikTok and could influence the overall dynamics of banning the network.
States that banned TikTok
Recent legislation adds additional complexity to the situation of TikTok, which is already banned in several countries for a variety of reasons.
- india: Ban following military tensions with China, a major blow for TikTok, which had a large number of users in the country.
- Montana, United States: Despite the attempted ban, a federal court blocked this law, citing a violation of constitutional rights to freedom of expression.
While some countries maintain strict prohibitions, others, such as Montana, show that ban measures can be challenged and revoked on legal and constitutional grounds.
Safety concerns behind the restrictions
The proposed US law and actions by other nations reflect growing concerns about the potential impact of TikTok on national security and data protection.
- China's reaction: Denunciation of American actions as contrary to the principle of competition, describing the accusations as “rogue” methods.
- Global context: The story shows a trend of restricting TikTok in regions facing political and security tensions.
Security concerns are dominating the international scene, pushing governments to reassess the place of TikTok in their digital landscape.
Reactions and actions taken
In response to the threats of a ban, TikTok and its parent company ByteDance have attempted to navigate the regulatory turmoil, while denying espionage accusations.
- Independence from ByteDance: Repeated claims about TikTok's independence from the Chinese government.
- Confidentiality and security measures: TikTok focuses on its policies and infrastructures to protect user data.
TikTok seeks to reassure international markets and regulators, but faces an increasingly skeptical and restrictive geopolitical environment.
Conclusion
The numbers speak for themselves: TikTok is on the verge of permanently revolutionizing the digital marketing landscape.
Through its rapid growth, the unparalleled commitment of its community and the power of its advertising tools, the platform offers brands a unique opportunity to reconnect with younger generations.
To succeed on TikTok, brands will have to appropriate the creative codes of the platform, Focus on authenticity and partnerships with creators.
The stakes are high, but the reward is great: to make a lasting impression on of an ultra-connected audience.
So, ready to take on the TikTok challenge?
Then follow these marketing basics to support your social media marketing strategy.
