50+ TikTok Statistics & Facts Need to Know in 2025
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When TikTok was launched in 2017, people used it to create and share short, fun videos with their friends. Since then, it has taken the space by storm and evolved into more than just a video-creating and sharing platform.
I have witnessed the journey, and it has been nothing short of remarkable. Businesses now prefer it more over traditional marketing and have seen success regardless. In this guide, I’ll reveal the top 50+ TikTok statistics to reflect what it offers.
TikTok stats (top picks)
TikTok is a popular social platform with 1.9 million global users in 2023, and its user base is expected to increase to 2.1 billion by 2025.
The amount of time users spend on TikTok is also rising, with 27.4 minutes in 2023 to 58.4 minutes in 2024.
Entertainment (95%) is TikTok’s most popular content category, followed by Politics and Sports.
Around 70% of users will likely purchase a product as they stumbled upon it on their news feeds or stories.
TikTok user statistics
We have all seen TikTok grow over time, and the reasons are quite common—users can easily make and share content, have creative expression, and are especially preferred by those under 18 years old. Its popularity even led other platforms like YouTube, Instagram, and Facebook to add short video features.
Global user base and growth trends
In 2023, around 1.9 billion global users were using the platform, up by around 40% from 2021. At this rate, TikTok is expected to increase its user base to 2.1 billion in 2025 and 2.3 billion in 2029.
Region-wise, Asia-Pacific and Middle East & Africa lead the user base more than Latin America, North America, Wester, and Central & Eastern Europe. As per eMarketer, Asia-Pacific counted the highest monthly active users (296.8 million), Middle East & Africa (233.9 million), and others.
Age demographics on TikTok
From my experience, I have seen young people be most active on the platform, primarily due to its easily digestible video format that goes with their lifestyle. And the statistics prove that as well. A report by YouGov Today reveals that 25% of users aged 18-24 are 25% while 30% are between 25 and 34 years old.
18-24- 25%
25-34- 30%
35-44- 19%
45-54- 13%
55 and above- 14%
Source: YouGov
Gender distribution
If you scroll through TikTok, you’ll see more female creators or users than men who want to express themselves or take a break from their household chores. As per YouGov Today’s report, 55% of the weekly users on the platform are female, and the rest are male (45%).
Source: YouGov
TikTok engagement and usage statistics
Have you ever considered how much time you spend scrolling through TikTok? Even if I watch a few videos during work breaks, I might spend an hour or more at the end of the day. TikTok demographics, knowingly or unknowingly, spend a decent chunk of their time on the platform.
Average time spent on TikTok
A recent study by eMarketer reveals that the average time spent by a user has increased since 2019 when it was just around 27.4 minutes. The number reached 58.4 minutes in 2024, a 113.1% increase.
Compared to popular video streaming platforms like YouTube and Netflix, the growth rate is much higher. For example, the average time users spent on YouTube in 2019 was 39.7 minutes, which rose by 22% in 2024 to 48.7 minutes per day.
Source: eMarketer
Session frequency and duration
According to a study by MusicBusiness Worldwide, an average user opens the app more than 19 times, which adds up to around 89 minutes daily. Let only adults; kids spend most of their time scrolling through TikTok, which roughly adds up to around 75 minutes daily.
Those between the ages of 11 and 17 are glued to TikTok, with their average time spent of 2 hours being the highest in the entire age category. That’s the most time they stay active on any social media platform.
Source: MusicBusiness Worldwide, Qustodio annual report, Business Insider
User engagement with content types
It’s no surprise that engagement rate is the heart of any social media profile, and how popular a TikTok profile is amongst an audience depends on how you record your TikTok video, how you interact with your followers, and the resulting likes, shares, and comments. Here are a few key stats:
161.4 million people across the world have watched live videos or streams in 2023, and about half of them interacted with it after watching.
User-generated content is the best type of content (55.7%) on TikTok, followed by educational content (16.1%).
In 2024, accounts of any size generated around 1,120 interactions in the form of likes, shares, and comments, which is a small increase from 2023 with 1100 interactions.
To make your videos more engaging, you must learn how to add captions on TikTok and add them.
Source: Dash, Influencer Marketing Hub, Statista, TikTok video interactions
TikTok content statistics
TikTok has seen a massive uproar in its user base and potential engagement due to viral trends, easy content creation, and appeal to young audiences. Simply put, these trends are songs, challenges, dances, and hashtags that people use to create their short-term videos and potentially unlock the ability to go viral.
Trending content and hashtag usage
Whether you’re a business or a creator, creating quality content based on trending themes and using hashtags can be a good starting point. You must keep an eye on the Trend Discover Page to see what’s trending, create a video, and use hashtags accordingly. Some of the popular hashtags in November 2024 are: #diademuertos, #recuerdam, #diadelosmuertos, #2denoviembre, etc.
Source: TikTok ads
Video formats and durations that perform well
Regardless of your business size and type, understanding video length limits on TikTok is as important as creating trending videos and using hashtags. I have been on this platform for quite a long time and feel that the ideal length of a video should be between 10 and 17 seconds. This not only allows easy consumption but can also retain the viewer’s attention.
Now you have an idea about the video durations that perform well, here are some popular video formats on TikTok:
Entertainment is the most popular format, and most users (95%) say that’s why they use the platform.
Less than half (45%) of TikTok users see at least some political content.
Source: Pew Research Center
Music and sound trends
As TikTok is mostly about entertainment amongst users, popular sound and music trends drive engagement by making the content more memorable. Using a hit and trendy song in your video posts lets you quickly capture the audience’s attention and leave a positive impression about your product and services.
TikTok advertising statistics
As a content marketer, I know ads on social media are the best way to make my products and services known to my target audience. TikTok, being one of the most popular, provides limitless opportunities for marketers and businesses.
Ad formats that drive engagement
TikTok offers many ad formats, such as top-view ads, in-feed ads, branded hashtag challenges, and brand takeover ads. Each ad type creates a specific engagement among users, and the popularity stats of each are as follows:
Users (70%) are more likely to share content on brands when they discover them on top-view, compared to any other ad format.
In-feed ads are the second most popular ad type amongst the TikTok user base as they appear organically between the users' organic content.
Source: TikTok- About TopView, Social Pilot
Conversion rates and ROI
The constantly evolving state of TikTok advertising, owing to an increasing user base and brands experimenting with their approach, has made the platform an attractive option for marketers. But is it effective? Let’s find out from a few key statistics:
A click-through rate (CTR) measures how well an ad campaign is performing. According to Lebesgue, the industry average for TikTok ads is around 0.84%. That’s comparable to Facebook but lower than platforms like Google, YouTube, and others.
The conversion rate benchmark for optimized ads on TikTok is around 0.46%, but the number can vary depending on factors such as ad budget, targeting, and landing page experience.
Source: Lebesgue
Best practices for TikTok ads
Irrespective of which platform you’re on, your primary motive is to follow the right practices and ensure your ads reach the right audience.
User-generated content (55.7%) is the best-performing content type on TikTok, so post content that feels relatable and authentic and engages with the audiences in a genuine manner.
Content creation is key to engaging with your audiences, helping you stay relevant, and maximizing reach, as around 56% of the brands post new content on TikTok daily.
Live videos (33.5%) and duets (29.2%) are the most used features on TikTok, so use them to connect with your audiences on a deeper level.
Source: Influencer Marketing Hub
TikTok influencer and creator statistics
Influencer marketing is regarded by the brands as an attempt to come off salesy, leverage the power of social media, and establish brand trust. Let’s check some stats to understand how influencers play a role in boosting brand trust and visibility.
Popular TikTok influencer demographics
As a marketer, you must understand the influencer demographics to select the best in accordance with your ad campaign and connect with your target audience.
The majority of the popular creators on Instagram are between 18 and 25 years old (50%), while those under 13 are around 7%.
Women were more prevalent (55.3%) than men (44.7%) when it came to creating short-term videos.
As of July 2024, Khabane Lame was the most-followed creator on TikTok, with more than 162 million followers, and Charlie D’Amelio was close with 155.4 million followers.
Source: Statista, Distribution of creators, Most followed creators
Engagement and reach of influencer campaigns
TikTok’s growing popularity among marketers is due to its highly engaging nature. In fact, the engagement on the platform betters Facebook, Instagram, Twitter, etc., averaging 2.65%. However, nano-influencers with up to 10,000 followers recorded an average engagement rate of 11.97%, while influencers with 10,000-50,000 followers have an ER of 10.21%. Better engagement increases brand loyalty, which in turn leads to more sales.
Source: Statista, Engagement rate of influencers
Influencer rates and costs on TikTok
In return for the marketing services, influencers charge a sum from the brand. Although it isn’t fixed, estimated rates are as follows:
Nano-influencers (up to 10,000 followers): $10-$100 per post
Micro-influencers (10,000-50,000 followers): $100-$500 per post
Mid-tier influencers (50,000-100,000 followers): $500-$5,000 per post
Macro influencers (100,000-500,000 followers): $5,000-$10,000 per post
Mega influencers (500,000+ followers): $10,000+ per post
Influencer marketing is considerably affordable compared to traditional marketing practices, and a survey found that more than half of marketers (50.1%) considered TikTok a profitable platform for influencer marketing.
Source: Influencer Marketing Hub
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TikTok statistics for businesses
As a content marketer, TikTok excites me as a marketing platform, as I can market my content and reach new audiences daily. Similar is with many businesses, and the section presents detailed stats of how many people have TikTok downloaded and are using it actively:
Brand presence on TikTok
With increasing users and available opportunities, more brands are now making TikTok their official advertising platform.
More than 5 million businesses active in the US use the platform to market their products.
Amongst all the businesses on TikTok, higher education achieves the gold at an engagement rate of 16.26%, followed by the sports and travel industry.
Of the people aware of the TikTok Shop feature, 43% prefer to purchase clothes, while 33% purchase home decor.
Source: Wallaroo, RivalIQ, Influencer Marketing Hub
Business engagement and audience growth
Businesses exploiting influencer marketing and other strategies have seen decent growth over the years. The following stats demonstrate it well:
Customers' lifetime spending has risen to $15 million worldwide, much higher than other apps such as YouTube.
US TikTok report 2024, 31% of the users who know about the TikTok Shop feature shop directly from there.
Around 97% of businesses with 10,000 followers or more reveal that their sales increase with a presence on TikTok.
Source: SensorTower, YouGov, Statista
Success stories and case studies
With TikTok, multiple things favor brands that place concerted efforts in marketing their products and services. Although there are more than hundreds of brands who are enjoying success over the platform, here are a few:
Chipotle is a popular Mexican foot joint that has amassed more than 3.7 million likes and 1.7 million followers through a series of Branded Hashtag challenges, such as the #ChipotleLidFlip Challenge, the #GuacDance challenge, and hashtags like #Boorito.
Guess is a brand that unlocked the ingredient list to achieve success on TikTok. With campaigns like #InMyDenim and #LoveGuess and boosted by influencers like @ourfire and @jackjerry, they are quite a popular name in the market.
TikTok statistics by region
TikTok is a popular social media platform worldwide. Indonesia has the most users, followed by the United States, Brazil, and other regions.
TikTok usage in North America
In 2023, TikTok had around 102 million users from the United States and is projected to reach 107.8 million users in 2024.
Source: Statista
Here’s the detailed breakdown:
Around one-third of adults under 30 years use TikTok, and about 63% of the users are teens (aged 13-17).
More than half of the TikTok users (52%) have posted at least once on the platform.
In North America, Gen Z and millennials are mostly active on the social media platform.
Source: Pew Research Center
TikTok’s impact in Europe
The reach of TikTok in Europe is ever-increasing, with a total of 31.6 million users in 2023 and a forecast to increase to 285.21 million users in 2028. France has the highest user base (22.7 million), followed by Denmark (21.7 million), Spain (19.2 million), and Poland (11.2 million).
Source: Statista, SocialMediaToday
Popularity and trends in Asia-Pacific
The Asia and Pacific region has the highest number of TikTok users (296.8 million), with Indonesia ranked first with 110 million users interacting with the platform. In contrast, Cambodia has the least usage, with a total user base of around seven million in 2023.
The bottom line
As a dynamic marketing platform, TikTok is relevant to marketers in reaching a massive audience base, sending messages, partnering with influencers, and creating interactive content to grow their business in the coming years.
But TikTok statistics are changing rapidly, and it’s crucial to monitor them and plan your branding strategies to stay ahead of the curve. One way is to maintain content quality and accessibility and transcribe TikTok videos. Notta is a trustable and efficient AI transcription tool that helps you accurately transcribe speech to text with 98.6% accuracy.
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