Between January 2018 and July 2020 TikTok saw an impressive 1157.76% increase in the number of subscribers. 90% of users access the popular video-sharing app daily. With its average time of 55.8 minutes a day, TikTok is the most engaging social media platform for today (followed by YouTube with its average 47.5 minutes a day). Besides, the average session time of the network is 10.85 minutes (this is also the leading position among all the social media apps). An average American, for example, opens TikTok 8 times per day.
By the beginning of 2023, TikTok has gained 1.6 billion users, and the number is predicted to grow to 1.8 billion by the end of this year. Let’s examine TikTok user statistics 2023: in particular, we’re going to focus on user demographics and advertising capacity of this promising social network.
The ultimate influencer marketing report by BuzzGuru
Entertaining is obviously among the main causes why people use TikTok. Short funny videos have become a hallmark of this social media platform. Other reasons for using the app include finding new ideas and inspiration, for educational reasons and also for being up-to-date with celebrities and trends.
In general, TikTok is very resourceful for fresh ideas. If your brand does possess enough creativity, you should seriously think about TikTok promotion. Another good thing is that the fanciest content creators are already on the platform! They are very young, fresh and creative. TikTok influencers’ audience is about 100 million people worldwide, and the creators earn about $5 million a year on the platform.
According to TikTok “What’s Next 2023 Trend Report”, entertaining ads entail 25% more love for brands and 15% more purchase intention. TikTok accounts with more than 100,000 followers have an engagement rate of 5.30%, which is higher than on any other social network. So, you’ve got all the chances to launch an effective and very creative TikTok influencer marketing campaign. Remember only that your messages will perform better if you find funny and creative ways to entertain your audience and lift up their spirits.
Source: What’s Next 2023 Trend Report
So that you know for sure whether or not make your appearance on TikTok, we’re going to provide you with the relevant user demographics data. Let’s find out if your target audiences are there.
According to the latest Kepios report,
users of 18-24 years old make up the majority of the platform’s audience (419.9 million, that is 38.4% of users), followed by roughly the same percentage of followers between 25 and 34 years old (354.8 million, that is 32.5% of users). It should be noted that we speak only about the potential advertising reach in terms of demographics – people aged 18 and above. You see that TikTok’s main audience is quite young. However, forward-looking marketers can “grow” the brand’s loyal followers on TikTok (the same as it was with Instagram that also started its successful way with a younger audience).
Male/female distribution of TikTokers is not equal. There’s a prevalence of women (53.4%) in comparison with men (46.6 %). Look at the TikTok demographics profile by age and gender.
Here is a chart with countries having the greatest number of TikTok users. China is not on the list, however it’s worth mentioning that the Chinese version of the platform called Douyin boasts 600 million daily active users. The Chinese Douyin has become the largest education, art and culture platform of the country.
Note also that Tikok was banned in India in 2020. By that time there were about 200 million followers on the platform. It is estimated that more than 100 million Indian followers still use the platform with the help of VPN services.
The ultimate influencer marketing report by BuzzGuru
The United States has not only the biggest number of TikTokers, but it’s also the platform’s largest market as far as in-app consumer spending is concerned. Americans made up 37% of the total in-app spending in Q4 2022. By the way, TikTok’s latest achievement is that the network generated $1 billion in consumer spending just in a single quarter – Q1 2023 (the first app in history to do that).
In terms of engagement, the top 5 countries are Norway (74 minutes a day), the USA (68 minutes), Poland (68 minutes), the UK (60 minutes), and France (60 minutes).
Nine of ten TikTok followers use the app on a daily basis!
Pew Research’s study has revealed that TikTok is used almost evenly by adults in America – in terms of income. At the same time, another analysis has shown that the U.S. adults with an annual income of over $100,000 account for 40.2% of TikTok users. 13% of respondents have announced that their annual income is between $75,000 and $100,000.
Additionally, 15.4% of TikTok users have claimed less than $25,000 of an annual household income. That said, most TikTok followers are from higher-income households, although the platform is also popular enough among lower-income households.
Being a highly engaging social media platform, TikTok can boast its users’ active position and behavior. For instance, TikTokers are 1.5 times more likely to buy (or try) something, or to persuade their friend or relative to purchase the product they have discovered on the platform. They are also 2.4 times more likely to share a post or tag a brand after making a purchase.
In general, TikTok users are less bothered by ads, according to recent surveys.
Another study on TikTok user behavior reveals that 92% of the platform’s audience say they would rather take action – liking, or commenting, or sharing the content with their friends – after watching a TikTok video. 77% of users state that TikTok is an ideal place for self-expression. 7 out of 10 TikTok followers would recommend the platform to those who have not used it yet.
The vast majority of both marketers and content creators believe that TikTok will be a leading social media network for influencer marketing campaigns. They assume a higher engagement rate on TikTok in comparison with other social media networks. 65% of TikTok influencers create posts at least once per day, 35% of them post more than one time a day.
Branded content created by TikTok influencers has 27% higher ad recall. If speaking about industries having more chances for success, marketers consider lifestyle and beauty to be the most prospective.
If you want to win your market on TikTok, the Fameters influencer marketing agency knows how to do it. Our team of experts will find the most relevant influencers so that your brand gets noticed on the popular video-sharing platform. We know how to help your brand become a real trendsetter on TikTok.
As every promotion program, a TikTok influencer marketing campaign requires thorough preparation based on clear metrics. Here at Famesters, we use a set of analytics tools and marketing AIs making your TikTok influencer marketing campaign transparent and easy to evaluate. The Famesters dedicated professionals will manage the entire campaign for your brand: researching the market, analyzing your competitors and influencers they work with, looking for the relevant influencers, and analyzing their engagement rates and audience’s demographics, and also – negotiating prices and controlling the whole process of content creating and posting. We will provide you with a detailed report at the end of your influencer marketing campaign, so that you can make data-driven decisions for your future collaborations. Contact us for more details!
New insights on TikTok 2023: user demographics & opportunities for brands
Excited to share our latest research article delving into TikTok’s meteoric rise and its potential for brands in 2023!
Dive in to grasp how your brand can navigate and capitalize on the world’s fastest-growing social media platform!