24 Essential TikTok Stats Entrepreneurs Have to Know in 2022

Whether or not you find it irresistible or hate it, TikTok is more and more laborious to disregard. After a record-smashing 2021, the app (and its audiences) are greater than ever.

Whereas many nonetheless consider it as a Gen Z platform for dance challenges, TikTok has grown to embody each type of content material and group. And with the launch of in-app in 2021, it’s turn out to be much more important to manufacturers seeking to join immediately with clients.

As you develop your 2022 TikTok marketing technique, listed here are the important thing TikTok stats to remember.

General TikTok stats

1. TikTok was the most downloaded app of 2021, with 656 million downloads

That’s over 100 million downloads more than the runner-up, Instagram, which was downloaded 545 million times last year.

It’s also the third year in a row that TikTok has held the number-one spot. It was downloaded 693 million occasions in 2019 and 850 million times in 2020. Like many apps on the most-downloaded record, it skilled a serious drop in worldwide downloads from the earlier 12 months, however held onto its high rating.

According to Apptopia, TikTok was additionally the number-one obtain in america, with 94 million downloads in 2021— a 6% enhance over 2020.

TikTok additionally continued its streak because the top-grossing app, surpassing $2.5 billion dollars in consumer spending in 2021.

2. TikTok has been downloaded greater than 3 billion occasions

TikTok hit three billion downloads in July 2021. That’s much more spectacular if you understand that they reached two billion downloads less than a year before.

It’s additionally the first non-Facebook app to reach 3 billion downloads. Since January 2014, the one different apps to take action are Fb, Messenger, Instagram and WhatsApp.

And although it launched in 2016, TikTok is the seventh-most downloaded app of the 2010’s.

3. TikTok is the sixth most-used social platform on this planet

Supply: Hootsuite Digital 2022 Report

It ranks simply behind Fb, YouTube, WhatsApp, Instagram, and WeChat. Since 2021, it’s surpassed Fb Messenger to maneuver into sixth place.

Nevertheless, there’s one other means to take a look at these rankings. The Chinese language model of TikTok is known as Douyin, which is quantity eight on this record. Douyin is definitely the unique app launched by father or mother firm ByteDance in September 2016, who rolled out TikTok for worldwide audiences in 2017. There are small variations between the 2 apps, however they give the impression of being and performance nearly the identical means.

Douyin boasts 600 million every day energetic customers (most apps use month-to-month figures). When the 2 apps are mixed, they attain fourth place on this record, forward of Instagram and WeChat.

4. US adults have blended opinions on TikTok

TikTok will not be with out its detractors: within the US, 34% of adults hold unfavorable opinions of the app, in comparison with 37% who’ve favorable views. That is extra controversial than different platforms: Instagram is viewed favorably by 50% of adults and unfavorably by 24%. Facebook is viewed favorably by 55% and unfavorably by 39%.

share of adults in the United States who have a favorable opinion of TikTok as of November 2021

Supply: Statista, Share of adults in the United States who have a favorable opinion of TikTok as of November 2021.

This varies by age, naturally. Fifty-nine p.c of 18- to 34-year-olds view TikTok favorably, in comparison with 40% of 35- to 44-year-olds and 31% of 45- to 64-year-olds. Usually talking, older demographics are extra skeptical of the platform in comparison with youthful ones.

This warning might replicate the platform’s historical past with disturbing content material. In December 2021, a viral hoax about school violence unfold quickly throughout TikTok, alarming mother and father and kids. Different hoaxes and dangerous content material, like movies selling rapid weight loss, have proliferated on the platform and drawn criticism.

In response, TikTok announced updates to their Community Guidelines in February 2022 to enhance security. They’ve dedicated to eradicating harmful content material from the platform, with explicit consideration to content material selling hateful ideologies, consuming issues, violence, or self-harm.

TikTok person stats

5. TikTok has over one billion month-to-month energetic customers.

It’s an understatement to say TikTok is rising quickly. Eight new users join TikTok every second, with a median of 650,000 new customers becoming a member of every day. NBD, simply all the inhabitants of Helsinki signing up every day.

These numbers add up quick. In September 2021, TikTok’s father or mother firm ByteDance reported that they had hit the one billion mark— a forty five% enhance since July 2020. In comparison with Fb and YouTube, which each took eight years to hit a billion customers, TikTok made it in simply 5 years. What’s extra, TikTok is predicted to succeed in 1.5 billion users by the end of 2022.

6. TikTok customers are energetic on different social media platforms

Social media customers are energetic on a number of platforms: these between the ages of 18 and 34 are utilizing 8 platforms every month. TikTok customers aren’t any completely different, with 99.9% reporting that they’re utilizing different platforms.

You’re probably to search out TikTok customers on Fb (84.6% overlap), Instagram (83.9% overlap), and YouTube (80.5% overlap).

social media platform audience overlaps

Supply: Hootsuite Digital 2022 Report

7. TikTok is now extra fashionable than Instagram amongst Gen Z customers within the US

TikTok has now surpassed Instagram for reputation amongst Gen Z customers (born between 1997 and 2012) in america, with 37.3 million to Instagram’s 33.3 million.

US Gen Z Instagram Snapchat and TikTok Users 2019-2025

Supply: eMarketer, May 2021

However TikTok can also be making massive features in different age demographics: within the first quarter of 2021, 36% of TikTok users were between 35 and 54 years old, in comparison with 26% in 2020.

Whereas Snapchat remains to be extra fashionable than Instagram and TikTok amongst Gen Z, by 2025 all three apps are expected to have roughly the same number of users.

8. TikTok’s person base skews feminine

Worldwide, TikTok’s person base is 57% female. That determine rises to 61% for TikTok users in the US.

Whereas TikTok’s person base is more and more numerous, it’s nonetheless true that the manufacturers hoping to succeed in youthful feminine audiences will probably see the very best outcomes.

9. No person demographic prefers TikTok as its favourite app

Curiously, solely 4.3% of web customers named TikTok as their favourite social media platform. That’s lower than a 3rd as many customers as those that favored Instagram (14.8%) or Fb (14.5%)

WhatsApp ranked as favorite social media platform by Internet users aged 16 to 64

Supply: Hootsuite Digital 2022 Report

And regardless of TikTok’s fame for dominating the Gen Z market, it doesn’t rank because the best choice for youthful customers. Customers between the ages of 16 and 24 rank Instagram as their best choice: 22.8% of males, and 25.6% of females. Solely 8.9% of feminine customers on this age demographic chosen TikTok as their best choice, and simply 5.4% of males.

favorite social media platforms ranked by female and male users

Supply: Hootsuite Digital 2022 Report

TikTok utilization statistics

10. Android customers spend 19.6 hours monthly on TikTok

That’s a 47% enhance in time spent on the app in comparison with 2020, when Android customers have been spending 13.3 hours each month.

average time per month spent using platform's app on Android

Supply: Hootsuite Digital 2022 Report

By way of time spent, TikTok is tied for second place with Fb. YouTube remains to be within the high place, holding customers’ curiosity for a median of 23.7 hours every month.

Utilization varies by nation. UK customers spend probably the most time on TikTok, with a median of 27.3 hours. These within the US spend a median of 25.6 hours monthly on TikTok, barely greater than Canadian customers, who spend 22.6 hours every month.

TikTok average time spent using mobile app on Android

Supply: Hootsuite Digital 2022 Report

11. TikTok is probably the most participating social media app — by far.

Anybody who has opened TikTok to look at a single video and resurfaced an hour later can attest the app’s powers of engagement. In actual fact, TikTok is probably the most participating of all social media apps, with an average user session of 10.85 minutes.

That’s greater than twice so long as the second-most participating app, Pinterest, which clocks in at 5.06 minutes per session. It’s additionally greater than 3 times longer than customers usually spend on Instagram, at 2.95 minutes per session.

12. The vast majority of individuals use TikTok to search out humorous/entertaining content material

When requested within the 2022 GlobalWebIndex survey how they primarily use TikTok, nearly all of respondents answered: “to search out humorous/entertaining content material.”

Posting/sharing content material ranks because the second most typical habits and maintaining with information positioned because the third hottest. For comparability, posting content material was the highest use for Instagram and Snapchat. So, it could be honest to deduce that leisure worth is TikTok’s key promoting level, particularly by way of consumption.

Different social websites individuals use to search out humorous/entertaining content material embrace Instagram, Pinterest, Reddit, Twitter, and Snapchat. However TikTok and Reddit have been the one apps the place that use case ranked first.

14. 430 songs surpassed 1 billion video views as TikTok sounds in 2021

Music is greater than ever on TikTok. In comparison with 2020, three times as many songs surpassed one billion views. 75% of TikTok users say they uncover new songs on the app, and 73% of users associate specific songs with TikTok. Many of those tunes discover standard success too: in 2021, 175 songs trended on TikTok and charted on the Billboard Scorching 100.

In accordance with the TikTok’s What’s Next Report 2022, 88% of customers report that music is essential to the TikTok expertise. Possibly that’s why 93% of high performing movies use audio.

15. Customers are watching longer movies (and liking it)

Till lately, TikTok customers have been restricted to 60 seconds for his or her movies. However in July 2021, TikTok started giving customers the choice of uploading videos up to three minutes in length — after which in 2022, 10 minutes.

In October, TikTok reported that longer movies (that means something over one minute) had already acquired more than five billion views globally. Longer movies are hottest with customers in Vietnam, Thailand and Japan, whereas customers within the US, UK and Brazil are most engaged with them.

And with the introduction of TikTok TV in November 2021, TikTok is offering customers with extra methods to look at video. Contemplating more than half of YouTube users view content on a TV screen, it’s probably that TikTok will see an identical enhance in attain and engagement.

16. Finance TikTok grew by 255% in 2021

In accordance with TikTok’s What’s Subsequent Report 2022, matters associated to investing, cryptocurrency, and all issues finance had an enormous 12 months. In comparison with 2020, views for movies tagged #NFT grew by a brain-melting 93,000%. The #crypto hashtag additionally exploded, garnering 1.9 billion movies. Monetary matters are topic to TikTok’s wild tendencies, as exemplified by the #TikTokDogeCoinChallenge.

However there’s additionally an energetic and quickly rising private finance group on the app.


5 issues your WEREN’T taugh about MONEY in class ?‍♂️?? #money #finance #school #advice #moneytok


Even when your model has nothing to do with finance, the expansion of FinTok demonstrates that any trade can discover a foothold within the app in the event that they’re making high quality content material. No matter your model’s area of interest could also be, you can guarantee your audience is on the app.

TikTok is commonly trivialized as foolish leisure, however it’s additionally a platform that audiences— significantly younger individuals— use to teach themselves. Quick, accessible video content material offers an entry level into matters that may in any other case be intimidating, like #inflation (which additionally noticed a 1900% enhance in views final 12 months).

However connecting together with your viewers will be difficult on TikTok, which prioritizes discoverability by means of hashtags and the “For You” web page. Fortuitously, we are able to train you how to navigate the TikTok algorithm.

TikTok for enterprise statistics

17. TikTok is the highest app for shopper spend

In accordance with AppAnnie, TikTok is the number-one app for driving shopper spending, surpassing Tinder for the highest spot.

AppAnnie TikTok ranking consumer spend between January and December 2021

Supply: Hootsuite Digital 2022 Report

Shopper spending on TikTok elevated by a whopping 77% in 2021. Total, customers spent $2.3 billion {dollars} within the app, in comparison with $1.3 billion the 12 months earlier than.

18. TikTok adverts attain 17.9% of all web customers age 18+

That’s 884.9 million individuals, or 15.9% of the worldwide inhabitants of individuals over 18.

TikTok advertising audience overview of users aged 18 and over

Supply: Hootsuite Digital 2022 Report

TikTok’s attain is highest for Gen Z customers, reaching 25% of feminine customers aged 18-24 and 17.9% of males.

Attain varies by nation: a TikTok advert can probably attain 50.3% of adults in america, or 130,962,500 individuals. International locations with the biggest potential promoting audiences embrace the US, Indonesia, Brazil, Russia, and Mexico.

Learn more about advertising on TikTok here.

TikTok ad reach ranking by countries and territories

Supply: Hootsuite Digital 2022 Report

19. TikTok’s perceived effectiveness is rising amongst entrepreneurs

As entrepreneurs think about the place to take a position their restricted advert budgets, TikTok is making massive features. Hootsuite’s 2022 Social Trends Survey discovered that 24% of entrepreneurs thought-about TikTok efficient for reaching their enterprise targets, in comparison with simply 3% within the earlier 12 months— a 700% enhance.

It’s nonetheless rating far behind the promoting juggernauts of Fb and Instagram. Nevertheless, each platforms noticed a big lower in perceived effectiveness between 2020 and 2021: Fb fell by 25%, and Instagram by a hefty 40%.

These adjustments point out that the advert panorama is shifting, and types have to adapt to fulfill their clients the place they’re on every platform. TikTok has rising communities for every part from books to fridge organization, permitting entrepreneurs to hone in on their audiences with interesting, focused content material.

20. Partnering with creators boosts view-through charges by 193%

Creators, the official influencers of the TikTok market, are one of many biggest belongings for manufacturers on the platform. Manufacturers can companion with over 100,000 creators by means of the TikTok Creator Marketplace to create content material that reaches their goal audiences. This advantages customers as a lot as manufacturers: 35% of users discover products and brands from creators, and 65% take pleasure in when creators submit about merchandise and types.

In one case study, magnificence model Profit Cosmetics partnered with creators for the Profit Forehead Problem to advertise their new Forehead Microfilling Pen. The 22 ensuing movies, made by Gen Z and Millennial creators, generated 1.4 million impressions and over 3500 hours of views.

21. TikTok is remodeling buying with the “infinite loop”

TikTok content material has lengthy had a robust impact on customers’ buying habits. For proof, look no additional than the TikTok Feta Effect. However till lately, that affect was oblique: customers would study of a product by means of the app, then head elsewhere to make their buy.

That each one modified in August 2021, when TikTok and Shopify introduced a brand new integration to allow in-app shopping.

However that change is greater than simply click-to-buy. TikTok sees the retail course of as an infinite loop, not a advertising funnel. In different phrases, the journey doesn’t “finish” with a purchase order— it loops again on itself, with customers posting about their buy, providing suggestions, and spreading consciousness to their very own household and mates. Following a purchase order, one in 4 customers has made a submit about their new product, and one in 5 has made a tutorial video.

22. 67% of customers say TikTok conjures up them to buy— even after they weren’t planning to take action.

TikTok customers like connecting with manufacturers, with 73% reporting that they feel a deeper connection to companies they work together with on the platform.

TikTok’s own research into person habits reveals their energy of their affect over customers’ buying habits. Thirty-seven percent of users uncover a product on the app and instantly wish to purchase it. And 29% have tried to purchase one thing from the app, solely to search out it was already offered out— that’s the TikTok Feta Impact for you. No surprise the hashtag #TikTokMadeMeBuyIt amassed over 7.4 billion views in 2021.

Be taught extra about TikTok Shopping.

23. The very best performing movies are between 21 and 34 seconds lengthy

Movies on this candy spot have a 1.6% lift in impressions— small, however important. To hone your movies with precision and ability, take a look at our comprehensive video editing guide.

24. Including captions will increase impressions by 55.7%

Together with textual content in your video is extra than simply a best practice for inclusive design. It additionally presents important advantages in comparison with movies that don’t show captions or a call-to-action on display.

One other rising pattern on TikTok? Voice results. TikTok’s text-to-speech function creates an auto-generated voiceover of displayed textual content, in movies with the function enabled. Movies captioned with #VoiceEffects had 160 billion views as of December 2021.

Whereas voice-to-text is an thrilling function that will increase the accessibility and attain of movies, a lot of users hate the voice. The takeaway is that manufacturers ought to spend money on high quality captioning and voiceover to make sure their movies have most attain and attraction.

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