Whether or not you like it or hate it, TikTok is more and more arduous to disregard. After a record-smashing 2021, the app (and its audiences) are larger than ever.
Whereas many nonetheless consider it as a Gen Z platform for dance challenges, TikTok has grown to embody each type of content material and group. And with the launch of in-app in 2021, it’s turn out to be much more important to manufacturers trying to join straight with clients.
As you develop your 2022 TikTok advertising technique, listed below are the important thing TikTok stats to remember.
Basic TikTok stats
1. TikTok was essentially the most downloaded app of 2021, with 656 million downloads
That’s over 100 million downloads greater than the runner-up, Instagram, which was downloaded 545 million occasions final yr.
It’s additionally the third yr in a row that TikTok has held the number-one spot. It was downloaded 693 million occasions in 2019 and 850 million occasions in 2020. Like many apps on the most-downloaded checklist, it skilled a serious drop in worldwide downloads from the earlier yr, however held onto its high rating.
In line with Apptopia, TikTok was additionally the number-one obtain in the US, with 94 million downloads in 2021— a 6% improve over 2020.
TikTok additionally continued its streak because the top-grossing app, surpassing $2.5 billion {dollars} in client spending in 2021.
2. TikTok has been downloaded greater than 3 billion occasions
TikTok hit three billion downloads in July 2021. That’s much more spectacular if you notice that they reached two billion downloads lower than a yr earlier than.
It’s additionally the primary non-Fb app to succeed in 3 billion downloads. Since January 2014, the one different apps to take action are Fb, Messenger, Instagram and WhatsApp.
And though it launched in 2016, TikTok is the seventh-most downloaded app of the 2010’s.
3. TikTok is the sixth most-used social platform on the earth
Supply: Hootsuite Digital 2022 Report
It ranks simply behind Fb, YouTube, WhatsApp, Instagram, and WeChat. Since 2021, it’s surpassed Fb Messenger to maneuver into sixth place.
Nevertheless, there’s one other approach to have a look at these rankings. The Chinese language model of TikTok is named Douyin, which is quantity eight on this checklist. Douyin is definitely the unique app launched by guardian firm ByteDance in September 2016, who rolled out TikTok for worldwide audiences in 2017. There are small variations between the 2 apps, however they give the impression of being and performance nearly the identical approach.
Douyin boasts 600 million day by day energetic customers (most apps use month-to-month figures). When the 2 apps are mixed, they attain fourth place on this checklist, forward of Instagram and WeChat.
4. US adults have combined opinions on TikTok
TikTok will not be with out its detractors: within the US, 34% of adults maintain unfavorable opinions of the app, in comparison with 37% who’ve favorable views. That is extra controversial than different platforms: Instagram is seen favorably by 50% of adults and unfavorably by 24%. Fb is seen favorably by 55% and unfavorably by 39%.
Supply: Statista, Share of adults in the US who’ve a good opinion of TikTok as of November 2021.
This varies by age, naturally. Fifty-nine % of 18- to 34-year-olds view TikTok favorably, in comparison with 40% of 35- to 44-year-olds and 31% of 45- to 64-year-olds. Typically talking, older demographics are extra skeptical of the platform in comparison with youthful ones.
This warning might mirror the platform’s historical past with disturbing content material. In December 2021, a viral hoax about faculty violence unfold quickly throughout TikTok, alarming mother and father and kids. Different hoaxes and dangerous content material, like movies selling fast weight reduction, have proliferated on the platform and drawn criticism.
In response, TikTok introduced updates to their Group Pointers in February 2022 to enhance security. They’ve dedicated to eradicating harmful content material from the platform, with specific consideration to content material selling hateful ideologies, consuming issues, violence, or self-harm.
TikTok consumer stats
5. TikTok has over one billion month-to-month energetic customers.
It’s an understatement to say TikTok is rising quickly. Eight new customers be part of TikTok each second, with a median of 650,000 new customers becoming a member of day by day. NBD, simply the whole inhabitants of Helsinki signing up every day.
These numbers add up quick. In September 2021, TikTok’s guardian firm ByteDance reported that that they had hit the one billion mark— a forty five% improve since July 2020. In comparison with Fb and YouTube, which each took eight years to hit a billion customers, TikTok made it in simply 5 years. What’s extra, TikTok is predicted to succeed in 1.5 billion customers by the top of 2022.
6. TikTok customers are energetic on different social media platforms
Social media customers are energetic on a number of platforms: these between the ages of 18 and 34 are utilizing 8 platforms each month. TikTok customers aren’t any totally different, with 99.9% reporting that they’re utilizing different platforms.
You’re probably to search out TikTok customers on Fb (84.6% overlap), Instagram (83.9% overlap), and YouTube (80.5% overlap).
Supply: Hootsuite Digital 2022 Report
7. TikTok is now extra standard than Instagram amongst Gen Z customers within the US
TikTok has now surpassed Instagram for recognition amongst Gen Z customers (born between 1997 and 2012) in the US, with 37.3 million to Instagram’s 33.3 million.
Supply: eMarketer, Might 2021
However TikTok can also be making huge features in different age demographics: within the first quarter of 2021, 36% of TikTok customers had been between 35 and 54 years outdated, in comparison with 26% in 2020.
Whereas Snapchat continues to be extra standard than Instagram and TikTok amongst Gen Z, by 2025 all three apps are anticipated to have roughly the identical variety of customers.
8. TikTok’s consumer base skews feminine
Worldwide, TikTok’s consumer base is 57% feminine. That determine rises to 61% for TikTok customers within the US.
Whereas TikTok’s consumer base is more and more various, it’s nonetheless true that the manufacturers hoping to succeed in youthful feminine audiences will possible see the most effective outcomes.
9. No consumer demographic prefers TikTok as its favourite app
Curiously, solely 4.3% of web customers named TikTok as their favourite social media platform. That’s lower than a 3rd as many customers as those that favored Instagram (14.8%) or Fb (14.5%)
Supply: Hootsuite Digital 2022 Report
And regardless of TikTok’s repute for dominating the Gen Z market, it doesn’t rank because the best choice for youthful customers. Customers between the ages of 16 and 24 rank Instagram as their best choice: 22.8% of males, and 25.6% of females. Solely 8.9% of feminine customers on this age demographic chosen TikTok as their best choice, and simply 5.4% of males.
Supply: Hootsuite Digital 2022 Report
TikTok utilization statistics
10. Android customers spend 19.6 hours per thirty days on TikTok
That’s a 47% improve in time spent on the app in comparison with 2020, when Android customers had been spending 13.3 hours every month.
Supply: Hootsuite Digital 2022 Report
When it comes to time spent, TikTok is tied for second place with Fb. YouTube continues to be within the high place, holding customers’ curiosity for a median of 23.7 hours every month.
Utilization varies by nation. UK customers spend essentially the most time on TikTok, with a median of 27.3 hours. These within the US spend a median of 25.6 hours per thirty days on TikTok, barely greater than Canadian customers, who spend 22.6 hours every month.
Supply: Hootsuite Digital 2022 Report
11. TikTok is essentially the most participating social media app — by far.
Anybody who has opened TikTok to observe a single video and resurfaced an hour later can attest the app’s powers of engagement. In truth, TikTok is essentially the most participating of all social media apps, with an common consumer session of 10.85 minutes.
That’s greater than twice so long as the second-most participating app, Pinterest, which clocks in at 5.06 minutes per session. It’s additionally greater than thrice longer than customers usually spend on Instagram, at 2.95 minutes per session.
12. Nearly all of individuals use TikTok to search out humorous/entertaining content material
When requested within the 2022 GlobalWebIndex survey how they primarily use TikTok, nearly all of respondents answered: “to search out humorous/entertaining content material.”
Posting/sharing content material ranks because the second most typical habits and maintaining with information positioned because the third hottest. For comparability, posting content material was the highest use for Instagram and Snapchat. So, it might be honest to deduce that leisure worth is TikTok’s key promoting level, particularly when it comes to consumption.
Different social websites individuals use to search out humorous/entertaining content material embody Instagram, Pinterest, Reddit, Twitter, and Snapchat. However TikTok and Reddit had been the one apps the place that use case ranked first.
14. 430 songs surpassed 1 billion video views as TikTok sounds in 2021
Music is larger than ever on TikTok. In comparison with 2020, thrice as many songs surpassed one billion views. 75% of TikTok customers say they uncover new songs on the app, and 73% of customers affiliate particular songs with TikTok. Many of those tunes discover standard success too: in 2021, 175 songs trended on TikTok and charted on the Billboard Sizzling 100.
In line with the TikTok’s What’s Subsequent Report 2022, 88% of customers report that music is essential to the TikTok expertise. Possibly that’s why 93% of high performing movies use audio.
15. Customers are watching longer movies (and liking it)
Till lately, TikTok customers had been restricted to 60 seconds for his or her movies. However in July 2021, TikTok started giving customers the choice of importing movies as much as three minutes in size — after which in 2022, 10 minutes.
In October, TikTok reported that longer movies (that means something over one minute) had already acquired greater than 5 billion views globally. Longer movies are hottest with customers in Vietnam, Thailand and Japan, whereas customers within the US, UK and Brazil are most engaged with them.
And with the introduction of TikTok TV in November 2021, TikTok is offering customers with extra methods to observe video. Contemplating greater than half of YouTube customers view content material on a TV display screen, it’s possible that TikTok will see the same improve in attain and engagement.
16. Finance TikTok grew by 255% in 2021
In line with TikTok’s What’s Subsequent Report 2022, matters associated to investing, cryptocurrency, and all issues finance had an enormous yr. In comparison with 2020, views for movies tagged #NFT grew by a brain-melting 93,000%. The #crypto hashtag additionally exploded, garnering 1.9 billion movies. Monetary matters are topic to TikTok’s wild tendencies, as exemplified by the #TikTokDogeCoinChallenge.
However there may be additionally an energetic and quickly rising private finance group on the app.
@rorykdouglas 5 issues your WEREN’T taugh about MONEY in class 🤦♂️💰🏫 #cash #finance #faculty #recommendation #moneytok
Even when your model has nothing to do with finance, the expansion of FinTok demonstrates that any business can discover a foothold within the app in the event that they’re making high quality content material. No matter your model’s area of interest could also be, you possibly can assure your viewers is on the app.
TikTok is usually trivialized as foolish leisure, nevertheless it’s additionally a platform that audiences— significantly younger individuals— use to teach themselves. Quick, accessible video content material gives an entry level into matters that may in any other case be intimidating, like #inflation (which additionally noticed a 1900% improve in views final yr).
However connecting together with your viewers may be difficult on TikTok, which prioritizes discoverability by means of hashtags and the “For You” web page. Fortuitously, we are able to educate you tips on how to navigate the TikTok algorithm.
TikTok for enterprise statistics
17. TikTok is the highest app for client spend
In line with AppAnnie, TikTok is the number-one app for driving client spending, surpassing Tinder for the highest spot.
Supply: Hootsuite Digital 2022 Report
Shopper spending on TikTok elevated by a whopping 77% in 2021. Total, customers spent $2.3 billion {dollars} within the app, in comparison with $1.3 billion the yr earlier than.
18. TikTok advertisements attain 17.9% of all web customers age 18+
That’s 884.9 million individuals, or 15.9% of the worldwide inhabitants of individuals over 18.
Supply: Hootsuite Digital 2022 Report
TikTok’s attain is highest for Gen Z customers, reaching 25% of feminine customers aged 18-24 and 17.9% of males.
Attain varies by nation: a TikTok advert can probably attain 50.3% of adults in the US, or 130,962,500 individuals. Nations with the most important potential promoting audiences embody the US, Indonesia, Brazil, Russia, and Mexico.
Be taught extra about promoting on TikTok right here.
Supply: Hootsuite Digital 2022 Report
19. TikTok’s perceived effectiveness is rising amongst entrepreneurs
As entrepreneurs contemplate the place to take a position their restricted advert budgets, TikTok is making huge features. Hootsuite’s 2022 Social Developments Survey discovered that 24% of entrepreneurs thought-about TikTok efficient for reaching their enterprise objectives, in comparison with simply 3% within the earlier yr— a 700% improve.
It’s nonetheless rating far behind the promoting juggernauts of Fb and Instagram. Nevertheless, each platforms noticed a major lower in perceived effectiveness between 2020 and 2021: Fb fell by 25%, and Instagram by a hefty 40%.
These modifications point out that the advert panorama is shifting, and types have to adapt to satisfy their clients the place they’re on every platform. TikTok has rising communities for every thing from books to fridge group, permitting entrepreneurs to hone in on their audiences with interesting, focused content material.
20. Partnering with creators boosts view-through charges by 193%
Creators, the official influencers of the TikTok market, are one of many best belongings for manufacturers on the platform. Manufacturers can companion with over 100,000 creators by means of the TikTok Creator Market to create content material that reaches their goal audiences. This advantages customers as a lot as manufacturers: 35% of customers uncover merchandise and types from creators, and 65% get pleasure from when creators put up about merchandise and types.
In one case research, magnificence model Profit Cosmetics partnered with creators for the Profit Forehead Problem to advertise their new Forehead Microfilling Pen. The 22 ensuing movies, made by Gen Z and Millennial creators, generated 1.4 million impressions and over 3500 hours of views.
21. TikTok is reworking buying with the “infinite loop”
TikTok content material has lengthy had a robust impact on customers’ buying habits. For proof, look no additional than the TikTok Feta Impact. However till lately, that affect was oblique: customers would study of a product by means of the app, then head elsewhere to make their buy.
That each one modified in August 2021, when TikTok and Shopify introduced a brand new integration to enable in-app buying.
However that change is larger than simply click-to-buy. TikTok sees the retail course of as an infinite loop, not a advertising funnel. In different phrases, the journey doesn’t “finish” with a purchase order— it loops again on itself, with customers posting about their buy, providing suggestions, and spreading consciousness to their very own household and pals. Following a purchase order, one in 4 customers has made a put up about their new product, and one in 5 has made a tutorial video.
22. 67% of customers say TikTok evokes them to buy— even after they weren’t planning to take action.
TikTok customers like connecting with manufacturers, with 73% reporting that they really feel a deeper connection to corporations they work together with on the platform.
TikTok’s personal analysis into consumer habits reveals their energy of their affect over customers’ buying habits. Thirty-seven % of customers uncover a product on the app and instantly wish to purchase it. And 29% have tried to purchase one thing from the app, solely to search out it was already offered out— that’s the TikTok Feta Impact for you. No marvel the hashtag #TikTokMadeMeBuyIt amassed over 7.4 billion views in 2021.
Be taught extra about TikTok Purchasing.
23. The very best performing movies are between 21 and 34 seconds lengthy
Movies on this candy spot have a 1.6% carry in impressions— small, however vital. To hone your movies with precision and talent, take a look at our complete video enhancing information.
24. Including captions will increase impressions by 55.7%
Together with textual content in your video is extra than simply a greatest apply for inclusive design. It additionally affords vital advantages in comparison with movies that don’t show captions or a call-to-action on display screen.
One other rising development on TikTok? Voice results. TikTok’s text-to-speech function creates an auto-generated voiceover of displayed textual content, in movies with the function enabled. Movies captioned with #VoiceEffects had 160 billion views as of December 2021.
Whereas voice-to-text is an thrilling function that will increase the accessibility and attain of movies, a variety of customers hate the voice. The takeaway is that manufacturers ought to spend money on high quality captioning and voiceover to make sure their movies have most attain and enchantment.
