TikTok took the world by storm in 2020 and has continually broken user and download records thanks to its binge worthy video content. Its user base continues to grow rapidly and has finally dethroned Facebook as the world’s most downloaded social app. Now boasting over 1 billion monthly active users, TikTok’s growth isn’t set to slow down anytime soon.
With TikTok’s popularity, it’s important to understand the TikTok statistics that make it so influential. Understanding TikTok marketing statistics will assist brands in creating relevant TikTok campaigns that target and entertain the right audience.
TikTok user statistics 2022
Given TikTok’s obvious popularity, what are the TikTok user stats you should know?
TikTok has over 1 billion monthly active users
We’ll start with one of the most impressive TikTok statistics: in September 2021, TikTok announced that it now has over 1 billion monthly active users. This is a 45% increase in monthly users since July 2020. In addition, TikTok became the first non-Facebook owned app to reach 3 billion global downloads.
Users spend 52 minutes per day on the app
TikTok users open the app on average 8 times a day and spend 52 minutes scrolling through videos every day. A new study has shown that this number is even higher for users aged between 4 and 15 who spend an average of 80 minutes per day on the app.
60% of users are Gen Z
Gen Z is coming up to be the latest generation of people in the world, so it makes sense that the majority of users are from this generation. This is followed by Millennials.
The majority of users are female
Globally, the platform is dominated by female users, counting for just over 53% of total users.
TikTok Marketing statistics
Now you know who’s using the platform, what are the TikTok statistics in 2022 that make the platform so good for marketing?
TikTok has the highest engagement rates per post
Posts on TikTok have higher engagement rates than posts on Instagram and YouTube. The average engagement rate on TikTok for micro influencers is just under 18% compared to 4% on Instagram and 1.6% on YouTube. For mega influencers, TikTok has an engagement rate of 5% compared to 1.2% on Instagram and 0.4% on YouTube.
50% of TikTok’s best performing ads are emotional
Nearly half of TikTok’s top auction ads appeal to a specific emotion. Emotion-based marketing helps users connect more with the ad they are seeing, making them more likely to take action on any CTAs.
Vertical TikTok videos have a higher watch-through rate
When creating content for TikTok, make sure it is filmed vertically. Vertical TikToks have a 25% higher 6-second watch-through rate.
A third of top performing ads break the fourth wall
TikTok data has shown that 1 in 3 ads that break the fourth wall have the highest view-through rate. Breaking the fourth wall in a TikTok means directly talking to the audience.
TopView is the most popular ad format
In a survey by Kantar, nearly three quarters of respondents said that TopView was the preferred ad format. Respondents said the reason for its preference is the more natural placement of the ad. In addition, TopView ads had the lowest skip rate, annoyance level and highest attention lebel.
Ads with the highest click through rate have their message upfront
The first 3 seconds of any video are the most critical. TikTok research has shown that more than 63% of ads that have a product or message in the first 3 seconds receive the most clicks.
How do I check my TikTok stats?
To view your TikTok statistics, you need to have a Business or Creator account.
To see your TikTok statistics for a particular video you need to:
Go to your profile
Click the video you wish to check
Press the three dots in the bottom right
Tap the Analytics button at the bottom left of the screen
Video TikTok statistics will show you the video’s average watch time, how many times it was played and where the video’s traffic came from.
To see the TikTok statistics for your whole account you must:
Go to your profile
Tap the three dots at the top right of the screen
Go to Creator Tools > Analytics
What are the main TikTok demographic stats?
The main TikTok demographic stats are that the majority of users are members of Gen Z. In addition, the majority of users are female.