TikTok is becoming one of the fastest-growing social media platforms today, and with a widespread presence among the younger generation, your brand cannot be ignored. It’s important to know how to leverage this marketing channel effectively. In today’s article, Optimal FB will compile a list of 27 statistics about TikTok including the average engagement rate on TikTok that marketers need to keep in mind for their advertising strategies. Let’s follow along!
TikTok is gradually becoming a popular social networking platform
TikTok has not only made waves in the social media world but has also become the fastest-growing platform to date, reaching 1 billion users the fastest among other social networks. However, owning a TikTok channel is the first step to staying ahead in this competitive market. To truly take advantage of the platform, you need to understand the statistics and trends, to see the power of TikTok for brands and users. TikTok generated the highest revenue in 2023. Based on data from both the App Store and Google Play Store, TikTok generated up to $2.7 billion in revenue in 2023. This amount reflects the revenue created directly through the app store. Today, TikTok leads the list of must-have apps on the Apple App Store and often appears first on the App Store’s “Top Apps Now” list.
Number of people participating in TikTok to date
Let’s take a look at the data surrounding the TikTok platform and its user community. TikTok has more than 1.5 billion monthly active users, placing it fifth among the most popular social media platforms in the world, behind only Facebook (3.049 billion), YouTube (2.491 billion), WhatsApp (2 billion) and Instagram (2 billion). The United States has the largest TikTok user base of any other country, with 148 million monthly unique users, up nearly 31% year over year. However, TikTok’s sister app Douyin has 752 million monthly active users in China, up about 25% year-over-year. This growth demonstrates the growing popularity of TikTok and Douyin. TikTok is becoming the most popular app among Gen Zers, with Gen Zers using it more often than Instagram. Although Snapchat remains Gen Z’s most popular app, TikTok and Snapchat are being used more than any other generation. Projections suggest that TikTok will reach more than 2.2 billion users by 2027, continuing its steady growth since its inception.
The account @khaby.lame is the most followed TikTok user, with 161.5 million followers. Other users include @charliedamelio (151.9 million followers), @bellapoarch (93.8 million followers), @mrbeast (93.2 million followers), and @addisonre (88.6 million followers monitor)
Average engagement rate on TikTok
Up to now, TikTok is still the most attractive social media platform, with an average engagement rate of 2.65% by number of followers. This shows that TikTok’s appeal is superior to other platforms, with Instagram only achieving an average engagement rate by number of followers of 0.70%. However, although TikTok still holds the top spot, its average engagement rate is down about 35% year-over-year. This shows the volatility of the platform’s appeal and the increasingly fierce competition in the social media market.
When considered by sector, TikTok provides a particularly favorable environment for the education sector, with an engagement rate of up to 4.90% by number of followers. This indicates that, although TikTok is known primarily as an entertainment platform, it is also a powerful tool for sharing knowledge and educational information. Other sectors such as beverages, hotels and accommodation, airlines, and food have high engagement rates on TikTok, demonstrating the diversity and potential of this platform in business and marketing.
Rate of use of the social networking platform TikTok
With 1.5 billion TikTok users, the platform has become an indispensable part of daily life for millions of people globally. Here is some key data on how users interact with TikTok: TikTok was ranked second in downloads worldwide in December 2023, behind only Instagram. During this period, TikTok and Instagram reached 54 million and 47 million downloads, respectively. All ages use TikTok, but according to trends, the older the age group, the higher the usage rate. Specifically, the TikTok usage rate by age is as follows:
- 3-4 years old: 19%
- 5-7 years old: 25%
- 8-11 years old: 52%
- 12-15 years old: 78%
- 16-17 years old: 80%
TikTok users spent a total of 4.43 billion minutes a day on the platform in 2023, surpassing even Instagram with 3.91 billion minutes a day. The average TikTok user spends about 23.3 hours per month on the platform in 2023, up from 19.6 hours in 2021. Regarding TikTok Shop usage, 30% of daily users and 29% of weekly users have used the service, while 33% and 26% of users, respectively, are interested. This highlights the potential for social commerce on TikTok and the opportunity for brands to engage directly with potential buyers.
Statistics about Influencers on TikTok
Influencer marketing plays an important role on TikTok, and to figure out your strategy, you need to understand the influencer marketing statistics on the platform: 61% of marketers use TikTok to implement influencer marketing strategies, making TikTok the third most popular platform for this type of activity, after Instagram and YouTube. Macro influencers, with between 500,000 and 1 million followers, typically charge between $150 and $3,500 for each of their branded posts. However, this value can vary depending on the influencer’s size and the campaign’s nature. Overall, the average value per post from TikTok influencers can be classified as follows:
- Nano influencer (1k-10k followers): 20-150 USD
- Micro-influencer (10k-50k followers): $30-400
- Mid-range influencer (50k-500k followers): 80-1,650 USD
- Macro influencer (500k-1 million followers): $150-3,500
- Mega influencer (1 million+ followers): 1,200+ USD
However, even though major influencers have large followings, engagement rates are often lower than smaller influencers. Specifically, TikTok influencer engagement rates decrease as the number of followers increases, with engagement rates highest for nano-influencers, between 5k and 10k followers.
In the article on Optimal FB, we have shared with you the most accurate and specific information. We hope that the content we have mentioned can help you learn about the number of participants on TikTok participation to date and the usage rate on this social networking platform.
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Frequently asked questions
As of now, TikTok has become one of the most popular applications in Vietnam, attracting a large and diverse user base. According to statistics, Vietnam has millions of TikTok users, with a significant increase in user numbers in recent years. Notably, young users make up a large proportion of the TikTok community in Vietnam, highlighting the platform’s influence and appeal to the younger generation. Diverse content ranging from entertainment, and tutorials, to creative productions has captured users’ attention, creating a vibrant online community on TikTok in Vietnam.
Engagement Rate is considered one of the most important metrics for evaluating the performance of a social media marketing campaign. However, determining what constitutes a “good” Engagement Rate can depend on various factors, including industry, social media channels, specific campaign objectives, and comparisons with competitors. Generally, a high Engagement Rate is deemed ideal, but this can also depend on the specific context. In some cases, a low Engagement Rate with a highly targeted audience can be considered successful. However, if your Engagement Rate is lower than expected or compared to industry norms, it may be necessary to review and adjust your marketing strategy to enhance engagement and improve performance.
