TikTok has proven itself to be more than just the latest trending social craze.
In fact, short video sharing social networks have become a key player in the consumer purchase path, especially for product discovery.
Looking to make the TikTok business case part of your own digital marketing mix?
You will need some data-backed reasoning to justify the investment.
Check out these fascinating TikTok stats and facts you can use to get your marketing team or clients involved.
TikTok’s user base is huge…
And it’s still growing.
- TikTok is over 1 billion Monthly active users as of September 2021.
- TikTok is #1 downloaded app 2021 globally and in the US.
- TikTok now has More Gen Z users Overtakes Instagram and is expected to overtake Snapchat in 2023.
- UK users spend the most time on the platform, with an average of 27.3 hours per monthwhile US users spent 25.6 hours TikToking and Canadians 22.6 hours.
Who uses TikTok?
Beyond demographics, understanding the mindset of TikTok users can help determine who your potential audience is and what content resonates with them the most.
Here are some interesting things we know about who TikTok users are and what they want:
- 64% of global users say they can be their authentic selves on TikTok.
- 53% of global users say they trust others to be who they are on TikTok.
- 56% of TikTok users say they post videos on the platform that they wouldn’t post anywhere else.
- 59% On average, users worldwide say they feel a sense of community when using TikTok.
- 70% of global users say TikTok is a platform they would recommend to others.
- 78% of users agree that the best brands on TikTok are the ones that share ideas with users and collaborate with them.
- 44% of daily TikTok users expect branded content to be fun and interesting.
TikTok is pulling audiences from other types of media
The fact that TikTok usage is affecting media consumption across other channels and platforms shows:
- 35% of TikTok users say they spend less time watching TV or video content since they started using TikTok.
- 41% of Gen Z users say they’ve listened to less podcasts since joining TikTok, and 33% said they’ve watched less TV.
- 79% of global TikTok users say content on TikTok is unique or different, and 68% think ad content is particularly unique or different from any competing platforms.
- 73% of global users say they have a deeper connection with the brands they interact with on TikTok than on other platforms.
If you don’t connect with your audience on TikTok, you may be missing out on valuable opportunities to be discovered.
TikTok users pay full attention to content
TikTok users tend to be engrossed when using the platform and exclude the rest of the world.
- 46% of users engage in TikTok content without any other distractions.
- 84% of TikTok users said they came across content on the platform that they could relate to.
- 77% of users worldwide say they read comments on posts and videos on TikTok.
- 10.85 minutes: Average user session length, making TikTok the most engaging of all social media apps.
How will you make the most of these moments that have to be impressive?Check These TikTok Marketing Best Practices and tips to help you get started.
TikTok users show huge commercial intent
Appearing in front of a large audience may be flattering, but from a marketing perspective it’s pointless unless those people are willing to become customers.
This is another area where TikTok excels.
- 92% of users say that after watching TikTok, they take action, such as liking content, sharing with friends, following a brand or researching or buying a product.
- 60% of global TikTok users say they follow brands on TikTok.
- 50% of Gen Z users say they follow creators after watching TikTok.
- 52% of global TikTok users say they search for products or shop on the platform.
- 67% of TikTok users said the content motivated them to shop, even if they didn’t intend to.
- 39% of users say “spiritual lift” is a key factor in TikTok buying decisions.
- Consumer spending on TikTok has increased 77% 2021.
How users are alone on TikTok
TikTok users crave entertainment, education and inspiration from the content they engage with.Here’s how they spend their time, according to TikTok Marketing Science GlobalResearch on having a good time Kantar:
- 71% watch videos on TikTok.
- 69% use TikTok to find other creators to follow.
- 60% use TikTok to find new recipes and DIY projects.
- 59% use TikTok to learn about current events and trends.
TikTok is also social
TikTok is also a great place for family and friends to create and discover new trends together. Kantar Research Found out that this is what users are doing when they enjoy TikTok together:
- 67% are sharing videos.
- 66% participated in the TikTok hashtag challenge with family and friends.
- 65% participate in trends and pranks.
- 61% text their friends.
- 57% use TikTok to learn new dance moves.
- 56% are filming the new TikTok.
- 55% are creating original content.
TikTok Ad Statistics
Is TikTok a Good Place to Invest Your Social Advertising Budget? Consider the following facts:
- The average TikTok campaign ROAS is 2X Median activity performance benchmarks in commissioned studies.
- US election campaign 14% higher Paid Media ROAS with all digital media measured in a recent Nielsen Media Mix Model meta-analysis.
- Ads created for TikTok in partnership with creators 65% higher 2-second view rate, based on first-party meta-analyses and third-party research.
- Call-to-action (CTA) in TikTok text has been shown to offer 152% boost Compared to those that don’t make it clear to the audience what to do next.
- Product usage and comedy drives twenty four% Watch the last TikTok ad increase.
- Ad recall is 24% higher For TikTok-specific branded content created in partnership with creators in TikTok Research.
- 312% boost In Transition: The result of shooting a TikTok video at 720p or higher, compared to a lower resolution clip.
Many users seem to be satisfied with the ad experience TikTok offers because 45% of “heavy” users say the ad blends in with other content.
You can learn more about TikTok Search Ads (currently in beta) here.
TikTok also offers a free 4-part course to help advertisers get the most out of their investment on the platform.
Matt Southern Check out the TikTok Tactics class and share TikTok advertising best practices are here.
key takeaways
TikTok is here to stay, at least worth considering as part of the marketing mix.
It’s not a fad, and the audience isn’t limited to a narrow group or demographic. TikTok has gone mainstream, and people using it show good business intent.
TikTok is a two-way channel where users expect conversations and don’t like being “sold.”
Users want to be educated, entertained and engaged. Marketers who can do this will find highly motivated audiences open to product discovery, shopping, and sharing testimonials with family and friends.
Want to learn more?
Featured Image: Shutterstock/Chaay_Tee
