In this day and age, social media is practically unavoidable. Our jobs, social lives, even our sense of self-worth all depend on them. Yet, there are some social media platforms that go viral, and we just can’t understand why.
The TikTok statistics listed below examine and explain the success of one of those platforms. The purpose of TikTok might be difficult for the majority of us to understand; creating short videos where you either lip-sync or do something completely random is not something most adults can get behind. The app is, after all, aimed at teenagers.
Let’s see why millions of them keep rushing to it.
Starting with the basics, let’s take a look at who owns TikTok. ByteDance is a Beijing, China-based company that started out in 2012. Interestingly enough, TikTok is not available in China; they have a version called Douyin that complies with the nation’s censorship restrictions.
ByteDance’s success didn’t start with TikTok — Douyin was not only developed in less than a year, but also took less than a year to reach 100 million users and 1 billion videos viewed on a daily basis. This all happened a year before TikTok was launched.
So, when did TikTok come out? The platform was launched internationally in September 2017. The app didn’t take long to become a hit; by the end of January 2018, it was already the number one free app in Thailand and several other markets.
How did TikTok become so popular? Let’s take another look at the TikTok history. On 9 November 2017, the platform’s owner ByteDance invested as much as $1 billion in acquiring musical.ly, a popular app among US teens. This marks the start of TikTok’s success story.
And how many TikTok monthly active users are there? Looking at the monthly downloads, TikTok is doing much better than the likes of YouTube and Snapchat that have been on the market much longer. That said, while the number of downloads now exceeds 1.5 billion, this doesn’t mean that TikTok has that many users.
It seems almost insane when you consider how many people use TikTok just three years after it was launched; the number of users who access the platform at least once a month stands at about 500 million. This makes TikTok more popular than Reddit (330 million monthly active users), Twitter (330 million monthly active users), and Snapchat (294 million monthly active users).
During the first quarter of 2019, TikTok became the third most downloaded app in the world and the only app in the top 5 list not owned by Facebook. TikTok stats from this period show that the app reached 1 billion downloads, including both iOS and Android device downloads.
India is a major market for TikTok. For comparison, the US market accounts for 8.2% of all unique installs. On the other hand, statistics indicate that India accounts for up to 31% of all unique TikTok downloads. To clear things out, the 43% figure includes only the active users.
While users spend an average of 52 minutes a day on TikTok, Douyin, on the other hand, sees an average use of 30 minutes per day. The average user opens the app 4-5 times in a day.
TikTok trends show no signs of a slowdown in the app’s popularity. Users are more active than ever, and not many apps can boast 90% of their users accessing them on a daily basis. Social media marketing agencies would kill to get TikTok’s recipe for success.
The activity of those engaging with TikTok is unmatched by most other apps. During November 2019, the last month we have the full data on, this is what TikTok statistics on engagement looked like:
A large portion of those that use TikTok are teenagers or young adults. The app was designed to target those under the age of 18 and that has proved to be a success. This age group accounts for 60% of all monthly users.
TikTok is available in 141 countries and 75 languages. These numbers also include the Asian market version of the app, Douyin. For those wondering how many countries don’t have access to the app, the answer is just 14.
TikTok age demographics show that, out of the 60 million monthly active users in the US, 60% are 16-24 years old, 26% are 25-44, and 80% fall within the 16-34 range. Additionally, around 60% of those who use TikTok in the US belong to the Gen Z population. The user base is predominantly female; US data shows that 60% of users are female.
2018 was a wildly successful year for TikTok, as new users kept flooding the network. 75 million new users arrived in December 2018, something that is unlikely to ever repeat.
Data from June 2019 shows that TikTok has around $10.8 million in user spending per month. Compared to June of 2018, that’s a 588% jump. Month-on-month spending increased by 19%, from $9 million in May 2019.
The top 50 TikTok influencers are quickly approaching the 500 million followers mark. This figure includes their combined followers. Check out the 5 most popular users on the platform:
The TikTok user base is going crazy for the challenges that commonly take place on the platform. One of the earliest was the #inmydenim challenge whose purpose was to show users transforming from a messy into a fabulous outfit that featured denim. The challenge got so popular that its collective videos have received almost 40 million views. It was also sponsored by GUESS.
If you thought that TikTok can’t be used for promotion, you were horribly wrong. One of the top TikTok videos is Lil Nas X’s song that got so popular on the platform that it reached the number 1 spot on the Billboard Hot 100 at one point in 2019.
As evident from the example above, TikTok can be a great spot for marketing. That said, the majority of video marketing companies are failing to see this; just 4% of them have incorporated TikTok into their marketing plans and strategies.
TikTok and its parent company are expected to have more than doubled their 2018 revenue in 2019. Even though no data has been released, we know that ByteDance reported revenue that ranges between $7-$8.4 billion in the first half of 2019. The company had $7.2 billion in revenue for the full year 2018.
So, how does TikTok make money? The answer is simple as can be: it mostly comes from advertising. The types of advertisement offered are infeed native content, brand takeovers, hashtag challenges, and branded lenses.
Infeed native content ads are similar to other content on TikTok: skippable and 9-15 seconds long. Brand takeovers enable a specific brand to take over the app for a day, during which time users can create images, videos, and GIFs related to the brand. Branded lenses are similar, with users applying brand-related filters to their videos.
The most popular TikTok form of advertising is hashtag challenges like the one by GUESS. This type of advertisement is rumored to cost $150000 per day.
Running a brand takeover campaign is a slightly cheaper option than a hashtag challenge. The lower price, however, also comes with lower user engagement.
Do people make money on Tik Tok? The answer to this question is a definite yes. As with any other social media platform, however, monetizing for individuals is not that easy. TikTok influencers with 2.5 million or more followers charge $500-800 per post. Instagram influencers, on the other hand, earn an average of $100 per 10000 followers. Check out our Instagram stories statistics for more info.
While the majority of TikTok’s income comes from advertising, the contribution of users’ in-app purchases to the revenue is not insignificant, according to the latest TikTok stats. Users can buy filters and effects and try to make their posts more interesting. In October 2019, both Google Play and App Store users spent $18.2 million on TikTok.
The total number of visits for TikTok in November 2019 was impressive. The average visit duration of less than 2 minutes and a bounce rate of 60.89%, however, were not. 28.57% of visits came from the US. These figures include both desktop and mobile visits.
Even though it’s not its largest market by number of users, the US accounts for the majority of in-app and advertisement-related purchases.
Regular users account for 49.1% of the content published on TikTok. Top influencers follow with 34.3% of all posted content. Internet celebrities are next with 12.6% of TikTok’s content. Brands are responsible for just 3.7% of all posts, TikTok statistics show.
Compared to the competition, TikTok is taking baby steps when it comes to marketing; close to 70% of US marketers are on Instagram while 28.3% are on Snapchat.
There’s no better piece of data than this to demonstrate the marketing potential of TikTok; according to the platform, their monthly video views average at 17 billion. By comparison, YouTube gets around 150 billion views per month.
TikTok is commonly described as Karaoke for the digital age. It is an app used for creating and sharing short videos. Users unwilling to participate in the creation process can just view what others have posted. In case all this sounds familiar, it’s because it does the same thing musical.ly once did. These two companies merged in 2018.
There was a time when TikTok allowed users to post videos no longer than 15 seconds. These days, videos can go up to a full minute. This might be one of the reasons why the battle of TikTok vs. Snapchat is in TikTok’s favor — Snapchat videos can be only 10 seconds long unless you’re using the Multi-Snap function.
Currently, Loren Gray is the most popular person on TikTok. Her account has 36.5 million followers. Her journey to fame started on musical.ly, where she had around 17 million followers. A successful music career followed, and Loren now has millions of followers on YouTube, Instagram, and other social media.
Asia is the largest market for TikTok, even when we exclude the Chinese version of the app. The market in India is rapidly rising, with 43% of all new users coming from this country. Over 119 million people use TikTok in India. By comparison, the number of users in the US is just under 40 million. Turkey, Russia, and Mexico are the other countries on the top 5 list.
TikTok is a platform intended for teenagers. Younger people make the majority of the user base: two-thirds of all global users are under the age of 30. Additionally, 41% of users are 18-24 years old, and represent 60% of all monthly active users, as mentioned before.
With thousands of apps flooding the market, it has never been more difficult for a social media platform to gain popularity, especially a gimmicky one. The TikTok statistics listed above, however, show that some still manage to find the right mix of fun and flair to appeal to users around the globe.