Key Insights
Essential data points from our research
44.4% of TikTok users are female while 55.6% are male globally
38.9% of TikTok's global audience is aged between 18 and 24 years old
The United States has the largest TikTok audience with over 113 million users
92% of global users take action after watching a TikTok video
55% of users say TikTok helps them discover new brands
Ad recall on TikTok is 23% higher than on TV
TikTok was the most downloaded app globally in 2022 with 672 million downloads
The app has been downloaded over 3.5 billion times worldwide
TikTok reached 1 billion monthly active users faster than Facebook or Instagram
TikTok micro-influencers have an average engagement rate of 17.96%
Mega-influencers on TikTok (1M+ followers) average a 4.96% engagement rate
Charli D'Amelio was the first creator to hit 100 million followers
Use of the "Spark Ads" format increased by 142% among brands in 2022
Cost per mille (CPM) on TikTok increased by 13% year-over-year
TikTok's ad revenue is expected to reach $18.04 billion in 2023
Ad Formats & Spend
- 1Use of the "Spark Ads" format increased by 142% among brands in 2022
- 2Cost per mille (CPM) on TikTok increased by 13% year-over-year
- 3TikTok's ad revenue is expected to reach $18.04 billion in 2023
- 4Vertical videos (9:16) see a 6x higher completion rate compared to horizontal ads
- 5Branding campaigns on TikTok are 7.5x more cost-efficient than TV ads
- 650% of ads on TikTok use an "emotional" appeal in their creative
- 7TikTok ads that use audio branding generate 2.2x better brand recall
- 8The minimum daily budget for a TikTok ad campaign is $50
- 918% of marketers spend between $1,000 and $10,000 monthly on TikTok ads
- 10In-feed ads are the most popular ad format preferred by 82% of marketers
- 11TikTok outperformed Facebook in ad spend growth by 25% in Q4 2022
- 12User-generated content (UGC) videos used in ads have a 12% higher click-through rate
- 1363% of successful TikTok ads put their key message in the first 3 seconds
- 14Cost per click (CPC) on TikTok starts at approximately $1.00
- 15Branded Hashtag Challenges cost roughly $150,000 for a six-day takeover
- 16TikTok captured 2.4% of the total US digital ad market in 2022
- 1788% of people said that sound is essential to the TikTok ad experience
- 18Ad spend on TikTok in the UK grew by 45% in 2022
- 19Ads with creators and brand cues achieve 65% higher 6-second view rates
- 201 in 10 marketers have shifted budget from YouTube to TikTok Ads
Interpretation
Think of TikTok as the advertising fast lane: with ad revenue forecast at $18.04 billion in 2023 and 2.4% of the US digital ad market, brands ramped Spark Ads by 142% and shifted spend from Facebook and YouTube as TikTok outpaced Facebook's ad spend growth by 25% in Q4 2022 and one in ten marketers moved budget from YouTube, because vertical 9:16 videos see six times higher completion rates, creator-led ads with brand cues lift six-second view rates by 65%, UGC boosts CTR by 12%, audio branding drives 2.2 times better recall and 88% of people say sound is essential, 63% of successful ads front-load their message in the first three seconds, in-feed formats are favored by 82% of marketers, CPM rose 13% year-over-year with CPC starting around $1 and minimum daily budgets at $50 while 18% of marketers spend $1,000 to $10,000 monthly, UK ad spend jumped 45% in 2022, branding campaigns are 7.5 times more cost-efficient than TV, and a six-day Branded Hashtag Challenge will run roughly $150,000.
Influencer & Creator Economy
- 1TikTok micro-influencers have an average engagement rate of 17.96%
- 2Mega-influencers on TikTok (1M+ followers) average a 4.96% engagement rate
- 3Charli D'Amelio was the first creator to hit 100 million followers
- 4Top TikTok stars can earn up to $500,000 for a single post
- 570% of influencers on TikTok are aged between 18 and 24
- 6TikTok Creator Fund launched with an initial investment of $200 million
- 769% of creators use TikTok for brand partnerships
- 8Influencer marketing industry on TikTok is set to grow to $21.1 billion
- 9Nano-influencers (1K-10K followers) generate the highest engagement rates of 15.2%
- 10The most popular category for TikTok influencers is Entertainment at 25%
- 11Khaby Lame is currently the most followed creator on TikTok
- 1277% of content creators say TikTok is their preferred platform for viral potential
- 13The average price for a TikTok influencer post is $3,514
- 1486% of marketers have used TikTok for influencer marketing in the last year
- 15There was a 20% increase in the number of creators monetizing on TikTok in 2022
- 16Brand partnerships with creators result in a 26% increase in brand favorability
- 1735% of influencers on TikTok are based in the US
- 18Male influencers on TikTok receive 8.5% higher average view counts than females
- 1993% of marketers plan to maintain or increase their budget for TikTok influencers
- 20Creators with 10M-50M followers have an average engagement of 5.3%
Interpretation
On TikTok the little creators get the engagement and the superstars get the pay: nano and micro influencers pull the highest engagement at 15.2% and 17.96% while mega influencers average just 4.96% yet can earn up to $500,000 per post, and with 70% of creators aged 18 to 24, a $200 million Creator Fund, a projected $21.1 billion influencer market and 93% of marketers maintaining or increasing spend, brands are urgently buying their way into viral Gen Z attention.
Marketing ROI & Effectiveness
- 192% of global users take action after watching a TikTok video
- 255% of users say TikTok helps them discover new brands
- 3Ad recall on TikTok is 23% higher than on TV
- 4TikTok ads reach 17.9% of all web users aged 18+
- 549% of users have purchased a product after seeing it on TikTok
- 6TikTok drives an ROAS 2x higher than the median campaign performance in digital media
- 772% of users find ads on TikTok inspiring rather than annoying
- 8Beauty content sees a 4x lift in brand awareness when using creators
- 937% of users discovered a product on the app and immediately bought it
- 10TopView ads generate 67% higher sales effectiveness than other ad formats
- 1161% of people feel that advertising on TikTok is unique from main competitors
- 12Consumer spending on TikTok surpassed $2.5 billion worldwide in 2022
- 132.5x increase in conversion leads when combining organic content with paid ads
- 1442% of users say they are now using TikTok to discover new places to visit
- 1574% of Gen Z users perceive TikTok creators as reliable for brand recommendations
- 16Brands that use TikTok songs in ads see a 16% decrease in cost-per-acquisition
- 1739% of users say "lifting spirits" is a key factor in deciding to purchase from a TikTok ad
- 18TikTok commerce is projected to reach $20 billion in gross merchandise value
- 19Collaborating with creators for TikTok ads increases view-through rates by 193%
- 20Hashtag challenges achieve a median engagement rate of 17.5%
Interpretation
TikTok turns scrolling into selling: 92% of users take action after watching a video, 49% have bought because of the app and 37% purchased immediately, ad recall is 23% higher than on TV while ROAS is twice the digital median, creator led and music infused ads cut acquisition costs and supercharge results with beauty seeing 4x brand lift, creator collaborations lifting view-through rates by 193% and TopView ads driving 67% stronger sales effectiveness, and with consumer spend already over $2.5 billion and commerce projected to reach $20 billion, brands that blend organic creativity with paid formats see conversion leads rise 2.5 times and 72% of users find TikTok ads inspiring.
Platform Growth & Usage
- 1TikTok was the most downloaded app globally in 2022 with 672 million downloads
- 2The app has been downloaded over 3.5 billion times worldwide
- 3TikTok reached 1 billion monthly active users faster than Facebook or Instagram
- 4The average user session duration on TikTok is 10.85 minutes
- 5TikTok is available in over 150 markets globally
- 6The platform supports 75 languages
- 7TikTok's user penetration in Saudi Arabia is the highest globally at 87.9%
- 8167 million TikTok videos are watched in an internet minute
- 9TikTok is the 6th most used social platform in the world
- 1030.25% of the world's internet users use TikTok
- 11TikTok was the first non-Facebook mobile app to reach 3 billion downloads
- 12Kids and teens spend an average of 91 minutes daily on TikTok globally
- 1390% of Android phone users on TikTok access the app daily
- 14In 2023 TikTok is expected to reach 834.3 million monthly active users worldwide
- 15The engagement rate on TikTok varies by follower count but averages higher than Instagram
- 16Brazil is the second-largest market for TikTok with 82 million users
- 17TikTok is the top grossing app on the App Store worldwide
- 18Internet users in the Philippines spend the most time on TikTok per month (over 10 hours)
- 19TikTok usage among US adults increased by 11% between 2021 and 2023
- 20There are over 100,000 influencers on TikTok based in the USA
Interpretation
If attention is currency, TikTok just minted the global reserve: with billions of downloads, a record-fast climb to a billion users, double-digit daily usage and market penetration peaks in places like Saudi Arabia and the Philippines, plus hundreds of thousands of creators and top-grossing status, it’s where influencer marketing ceases to be optional and becomes essential.
User Demographics & Behavior
- 144.4% of TikTok users are female while 55.6% are male globally
- 238.9% of TikTok's global audience is aged between 18 and 24 years old
- 3The United States has the largest TikTok audience with over 113 million users
- 463% of Gen Z uses TikTok on a daily basis
- 5A third of TikTok users engage with news content on the platform
- 6TikTok users in the US spend an average of 4.43 hours per month on the app
- 778.9% of TikTok users look for fun or entertaining content primarily
- 8About 29% of US teens say they use TikTok “almost constantly”
- 940% of Gen Z prefers using TikTok for search over Google
- 10Only 15% of TikTok users are aged 35-44 globally
- 1183% of TikTok users engaged with content after seeing creating content on the platform
- 1220% of Gen Z users spend more than 5 hours per day on TikTok
- 13Users in the UK open the TikTok app 13 times a day on average
- 1467% of users say TikTok introduces them to new products closer to their interests
- 15Approximately 57% of TikTok users are female in the United States specifically
- 1637% of users have a household income of over $100k
- 1790% of all TikTok users access the app on a daily basis
- 181 in 4 TikTok users globally are unsure what their relationship status is or prefer not to say
- 1954% of users comment on videos they watch
- 2068% of users watch someone else's video specifically, rather than uploading their own
Interpretation
Think of TikTok as the attention economy's amusement park where 18 to 24 year olds and Gen Zers obsessed with daily scrolling run the rides, the United States supplies over 113 million visitors, 67% discover new products there and 54% comment on what they see, global users skew slightly male while the US audience is majority female and relatively affluent, and with 90% daily access, intense engagement and many users spending hours on the app, brands ignoring it risk missing where entertainment and discovery collide.
