From hilarious lip-sync battles to jaw-dropping dance challenges and even the occasional life hack, TikTok is your one-stop destination for a dose of pure fun. With its addictive short-form mobile videos, catchy sounds and viral challenges, it has become the go-to social media platform for entertainment, information, and inspiration.

TikTok has taken the world by storm and revolutionized how we consume and create content. So let’s dive into all the TikTok statistics you need to know and discover why this app is the talk of the town. 

TikTok Key Stats 

TikTok History & Timeline 

TikTok’s timeline and history showcases rapid growth, global expansion, regulatory challenges, and cultural impact since its inception in 2016.

  • 2012 – Engineer Zhang Yiming launches ByteDance in Beijing, marking the start of his entrepreneurial journey.
  • 2014 – is founded by ByteDance’s product designer Alex Zhu in Shanghai, China.
  • 2016 – ByteDance launches Douyin, the Chinese version of TikTok. The short-form videos and music platform gathers 100 million users in China and Thailand combined, within less than a year. 
  • 2017 – ByteDance acquires for approximately $1 billion. The user bases and features of and Douyin are merged, creating a unified global app called TikTok.
  • 2018 – TikTok expands to international markets such as the United States and United Kingdom, Canada, Australia, France, Germany, Spain, and many others.
  • 2019 – TikTok crosses 1.5 billion downloads on the App Store and Google Play. 468 million app store downloads came from India, comprising nearly one-third of their total downloads. 
  • 2020 – June sees the Indian government issues the first ban against TikTo, citing data security and privacy concerns. In August the former President Donald Trump issues an executive order to ban TikTok which goes on to blocked by court rulings, enabling TikTok to continue its operations in the United States. The next month, TikTok deals with Oracle and Walmart to address U.S. concerns and avoid a ban.
  • 2021 – TikTok surpasses 1 billion monthly active users.
  • 2022 – February sees TikTok users allowed to upload 10-minute-long videos and in April TikTok launches Effects House Betaan initiative to promote TikTok effects usage amongst creators. 
  • 2023 – In March, TikTok reaches 150 million active users in US while in May a 60-minute daily screen time limit is introduced for TikTok users under the age of 18.  

TikTok Sales Statistics 

TikTok Revenue Statistics 

TikTok generates revenue through various channels, including advertising, in-app purchases, brand partnerships, influencer marketing, live streaming, and licensing music.

In Q2 2021, TikTok surpassed one billion users, becoming the fastest non-pre-installed app to do so.
It has maintained its position as the most downloaded app for three consecutive years and achieved the status of being the highest-grossing app in 2022.

ByteDance, the parent company of TikTok, has experienced rapid revenue growth in recent years, primarily driven by TikTok’s financial performance.

According to sources familiar with the matter, over $80 billion in annual revenue was recorded for ByteDance in 2022.
This marks a more than 30% growth compared to the approximately $60 billion revenue in 2021.

TikTok Advertising 

Advertising is the primary revenue source for TikTok.
The platform offers various ad formats and targeting options for businesses to reach their target audience and promote their products or services.

TikTok’s annual ad revenue in 2022 skyrocketed to $9.4 billion, representing an astounding 155% year-on-year growth.
This means that TikTok’s 2022 ad revenue was over 2.5 times higher than the previous year.

Year Revenue ($ million )
2017 62 
2018 150 
2019 370 
2020 2,646
2021 4,697 
2022 9,401 

Analysts forecast a 30.7% growth in TikTok’s ad revenue for 2024, reaching $17.2 billion.
Furthermore, by 2025, this figure is projected to reach $22 billion, reflecting a 28% annual increase.

In-App Purchases (IAP)

TikTok achieved global dominance in 2022  as the top entertainment and video streaming app, recording a staggering 672 million downloads worldwide.
As a result, this led to a notable increase in in-app user purchases.

TikTokTop Entertainment and Video Platform

In fact, TikTok is the top-grossing non-game app globally on the App Store and Google Play, with over 1.5 billion downloads.

Top Grossing Apps Worldwide

TikTok’s user spending reached $1.7 billion by Q2 2022, marking an 85% increase from the previous year.
IAPs have demonstrated continuous growth in app revenue for seven consecutive quarters. 

Its largest quarter ever recorded was in Q4 2022, showing a year-on-year increase of 13.6%.

TikTok In-app purchases

Coins are the in-app TikTok currency users can buy if they are at least 18 years of age.

TikTok In-App Currency Coins

Users can use coins to tip their favorite creators with TikTok Gifts.
As a result, IAPs have emerged as a substantial revenue stream for TikTok, as they enable enhanced user interactions and significantly improve the overall platform experience.

TikTok takes a 50% cut from the value of TikTok gifts received by content creators.
Gifts received on TikTok can be converted into diamonds, which also hold a value of 50% compared to coins. 

TikTok Shop 

TikTok Shop is an online store where users can purchase products directly within the TikTok app.
It offers various merchandise, including clothing, accessories, electronics, home decor, and more. 

Users can browse the available products, make purchases, and deliver them to their doorstep.
TikTok Shop enables users to manage orders, tracking, shipping, returns, and payments within the app.

Initially, TikTok’s Shop commission is set at 1.8% for the first 90 days, and after that period, it increases to 5%.
This commission rate is notably lower compared to other platforms — for example, Amazon where the fees range from 8% to 15%.

There are two options for selling merchandise on TikTok:

  • Merchant: list and sell your products.
  • Affiliate: earn a commission by promoting and selling existing products through links in your videos, live streams, or showcases.

The three methods for showcasing and selling products are live shopping, shoppable videos, and products showcase.

Brands working with commerce partners like Shopify, Ecwid, WooCommerce, BigCommerce, Salesforce, and others to easily set up their online stores with TikTok Shop.

TikTok Investment Data

Since TikTok is privately owned by ByteDance, the app’s shares are not publicly available for purchase, and ByteDance has no immediate intentions of listing TikTok on a public exchange.
Rumors of ByteDance considering a potential IPO in the U.S. have circulated for many years — although no official confirmation has been made.

ByteDance received initial investments from various sources to fund its operations and growth.
However, specific details about ByteDance’s initial investments are not publicly available. 

It is known that the company has secured significant investments from venture capital firms, including Sequoia Capital and SoftBank, among others.

ByteDance and TikTok Major Investments 

In November 2017, ByteDance, the parent company of TikTok, acquired for a reported amount ranging between $800 million and $1 billion.

ByteDance raised significant funding, valuing the company at over $75 billion in October 2018.
SoftBank was a major investor –  its Vision Fund was invested in ByteDance, contributing to its overall valuation.

In December 2020, ByteDance raised $2 billion in a funding round led by Sequoia Capital and KKR & Co, valuing the company at over $180 billion

TikTok announced a $200 million fund to support U.S.-based creators on the platform in July 2020. 

In September 2020, Oracle and Walmart unveiled their partnership plan to jointly acquire a 20% stake in TikTok’s US operations.
The proposal aimed to address concerns related to data security and ownership.

TikTok formed a partnership with Shopify in October 2020.
As a result, Shopify merchants have been able to create and run TikTok campaigns directly from the Shopify platform.

In August 2021, TikTok announced the launch of an In-App shopping feature in partnership with Shopify. 

ByteDance revealed its plan to allocate up to $3 billion in cash to repurchase shares from current shareholders in September 2022. 

In October 2022, TikTok announced a partnership with Syco Entertainment, Universal Music Group, Republic Records, and Samsung.
The global music collaboration called “StemDrop” allows users to remix a song and create their version of the track. 

TikTok launched Effect Creator Awards in May 2023.
The $6 million fund incentivizes creators to create and use high-performing effects.

Abu Dhabi-based investment firm Group 42 (G42) purchased a $100 million stake in ByteDance in March 2023.
The acquisition took place at a valuation of $220 billion and included the ownership of the popular social media app TikTok.

TikTok Product Statistics 

TikTok Creator Next 

TikTok Creator Next is a program designed to support and empower creators on the TikTok platform.
The program offers creators various avenues to maximize monetization opportunities, such as brand collaborations and creating unique TikTok content.

Creator Next Features Details & Eligibility 

Creator Fund

  • Available to creators in the U.S., UK, Germany, Italy, France, and Spain. 
  • Have 10K authentic followers.

Creator Marketplace

Creators can collaborate with brands on paid and reward-based campaigns.
  • Receive access to online collaboration tools. 
  • Access to Marketplace Academy for Creators.
  • Available in 24 countries.

LIVE Gifts

18 years + viewers can show appreciation toward their favorite creators by sending Gifts.
  • Creators collect Diamonds through LIVE gifts, which are awarded based on the popularity of your LIVE videos. 

Video Gifts

To receive Video Gifts, creators must:
  •  be 18 years +.
  • have 100,000 followers.
  • An account that is over 30 days old.
  • Published a public video in the last 30 days.


Viewers can show appreciation to creators through tips
  • Max $100 per transaction.
  • Max $500 in total per day.

TikTok Creator Tools 

TikTok provides unique creator tools to enhance the content creation and editing process. 

Filters & Effects 

There are a variety of filters organized into four default categories: Portrait, Landscape, Food, and Vibe.
Within each category, multiple color options are available for users to select and apply to their videos.

Effects are additional visual and audio enhancements that users can apply to their videos to enhance creativity and engagement.
Creators can choose from a variety of TikTok effect categories (before recording):

  • Trending
  • New
  • Interactive
  • Editing
  • Beauty
  • Funny
  • World 

After recording videos, creators can access additional effects to enhance them. These effects include:

Effect Type  Function
Visual Effects  Enhance the look and feel of your video with various effects like stars, rain, or bubbles.
Sticker Effects  Add stickers to your videos, with the ability to apply one sticker effect at a time.
Transition Create engaging transitions by tapping this effect multiple times to repeat transitions, zoom in, or rotate the video.
Split Transform your videos into up to 9-frame collages with the split effect.
Time Get creative with time-warp effects, including video reversal, repetition, and slow motion.

Effects and Filters on TikTok

Sounds and Music Library

To enhance videos, creators can access a vast library of soundtracks, music snippets, and audio effects.

Audio Music TikTok

Utilizing TikTok Editing Features 

TikTok provides editing features like trimming, merging, and adjusting video speed to refine and customize videos.

Creators can overlay text, stickers, and emojis onto their videos to add captions, labels, or engaging visual elements.

TikTok Stickers

Duet and Stitch features allow creators to collaborate with other TikTok videos by creating split-screen duets or stitching multiple videos together.

TikTok live stream allows creators to interact with their audience in real time and receive virtual gifts.

TikTok Live

The creator’s marketplace connects brands and creators for potential collaborations and sponsored content opportunities.

Creator Marketplace TikTok

TikTok Analytics and Insights

TikTok Analytics

TikTok analytics for creators are categorized into four main categories: 

Analytic Category  Metric

Creators can view analytics for the past week, month, or two months, as well as select a custom date range for specific time periods.

  • Follower growth
  • Video views
  • Profile views
  • Likes
  • Comments
  • Shares

Displays the most popular videos you have posted during a chosen time period. It offers detailed insights such as views, likes, comments, and shares for each post.

  • Total views
  • Total likes
  • Total comments
  • Total shares
  • Average watch time
  • Reached audience 
  • Watched full video (% viewers watched entire video)
  • Traffic source ( profile, For you, following)
  • Audience territories 

Shows information about your followers.

  • Audience location
  • Gender
  • Net followers (number of followers gained and compared between 2 time periods
  • Follower activity (most active times/days of the week) 
  • Change in follower growth 
  • Profile views between 7-29 days

Insights on live videos hosted within the last 7-28 days.

  • Follower count
  • Unique viewers 
  • Total views
  • Total time 
  • Source of your LIVE for viewers 
  • Diamonds earned 

TikTok Ad Manager 

TikTok’s Ad Manager allows businesses to create, manage, and optimize their advertising campaigns on TikTok, reaching millions of engaged users worldwide.

At the top of the interface, users find a navigation bar highlighting the four key sections to manage your TikTok advertising activities efficiently:

The dashboard gives a comprehensive overview of data and monitors performance trends.
This includes active campaigns, budget spending, and charts tracking ad performance.

Ad Manager TikTok Dashboard

The Campaign page displays all created campaigns, ad groups, and ads for easy management.

Assets is the central hub for storing and managing ad resources.
There are four options in the drop-down list: Events, Creatives, Audiences, and Catalogs.

Reporting in TikTok Ads offers enhanced flexibility for creating and managing ad reports.
In addition, it offers customizable columns and the ability to schedule automatic report delivery on specific days. 

In TikTok Ad Manager, users have an in-depth glossary for its metrics system, but the basic data reporting metrics are:

Metric  Definition 
Conversions  The number of times your ad achieved an outcome based on the objective and settings you selected.
CPA The average amount of money spent on conversion. 
CPC The average amount of money spent on a click.
CPM The average amount of money spent per 1,000 impressions.
CVR (%) Results achieved from clicks on ads.
CTR(%) Times ad was seen and clicked on.

TikTok’s cutting-edge campaign solutions are engineered to skyrocket visibility and engagement and expand user reach to new heights.

In-feed ads are seamlessly integrated into the organic content. Users do not feel their browsing experience is interrupted by intrusive advertisements.

Top view ads are full-screen video ads that appear when users first open the TikTok app.
They provide maximum visibility and engagement as they are the first thing users see.

With brand hashtag challenge ads, brands can create challenges and encourage users to participate by creating and sharing content using a specific hashtag.
These challenges can go viral and generate high engagement.

Spark ads maximize the impact of various video types by boosting them.
They include your own content, creator-made videos, or those that mention your brand.

Brands can create their own branded effects ads or filters that users can apply to their videos.
These ads promote brand recognition and engagement.

In Feed Ads

TikTok Gifts 

The wide range of TikTok gifts, totaling around 100, start as low as $0.012 (or 5 virtual TikTok coins) and go up to $500 (or 35,000 TikTok coins).
Users can then utilize their coins to buy digital gifts as a way to support and engage with creators during live streams and videos. 

Live Gifts

TikTok creators then have the ability to exchange their received gifts for virtual diamonds, which can later be converted into real money.

There are two methods for content creators to receive TikTok digital gifts:

  1. Gifts from live videos
  2. Gifts from video comments 

Diamonds are equivalent to 50% of coins.
For example, 100 coins equal 50 diamonds, and 50 coins equal 25 diamonds. Each diamond is worth 5 cents. If a creator accumulates 100 diamonds, they can exchange them for $50 in cash. 

TikTok Users Statistics 

TikTok Monthly Active Users 

TikTok has 1.601 billion global users.
Approximately 1.05 billion actively engage with TikTok monthly. 

During the first quarter of 2023, TikTok garnered approximately 247 million downloads from users globally.

TikTok is used by 30.25% of the world’s 5.07 billion internet users.
22.32% of the 4.9 billion active social media users use TikTok regularly.

The following table illustrates the increase in TikTok users from 2018 to 2023:

Period Monthly Users % Increase
January 2018 54,793,729
December 2018 271,188,301 394.9%
December 2019 507,552,660 87.2%
July 2020 689,174,209 35.8%
September 2021 1,000,007,390 45.1%
January 2022 1,398,011,200 39.8%
December 2022 1,534,091,000 9.728%
April 2023 1,601,031,400 4.36%

TikTok User Statistics by Generation 

As per GWI, there has been a 32% increase in the monthly usage of TikTok among consumers since 2020.
Interestingly, despite its association with younger demographics, the platform has witnessed the highest growth in engagement among Generation X and Baby Boomers.

TikTok’s Business Insights also provides valuable data on user demographics and behavior across these different age groups. 

Gen Z User Statistics 

  • 41% of Gen Z TikTok users globally say they spent less time listening to podcasts since starting to use TikTok.
  • Gen Z e-commerce journeys on TikTok are 1.8x more likely to be motivated by the community, vs. shopping directly on marketplaces.
  • 2 in 5 of Gen Z weekly TikTok users viewing Lead Generation Ads say they are more innovative, vs. similar ads seen on other social/video platforms.
  • Gen Z TikTok users are 70% more likely to engage with content on social and video platforms post-purchase, vs. other platforms. 
  • 2 in 5 Gen Z weekly users viewing lead generation ads say they are more innovative than other social platforms. 
  • 33% of Gen Z users prefer buying from TikTok Live as they can see the product instead of just seeing pictures.

Millennial User Statistics 

  • Millennial TikTok users are 2.3x more likely than other platform users to create a post and tag a brand.
  • 40% of Millennial TikTok users on fashion journeys prefer brand content that is fun and entertaining.
  • 62% of millennial users post on TikTok after interacting with entertainment content. 

GenX users on CPG journeys are 1.3x more likely to visit an in-person retailer vs. other platforms. 

Advertising Audience TikTok Statistics

TikTok’s global advertising audience boasts impressive figures that showcase its wide reach and influence. 

Advertising Statistics TikTok

TikTok’s 2020 shopping behavior report highlighted compelling data demonstrating the influence of TikTok ads on consumer purchasing decisions: 

  • 67% of users were motivated to make purchases by TikTok – even when they were not actively seeking to do so.
  • 74% of users were influenced to learn more about a product or brand through online research. 
  • 67% agreed TikTok had played a role in assisting them with their purchasing decisions.

TikTok Business Insights also revealed significant data on users’ behavior. 

1.3x of TikTok’s global users are more likely than other platform users to purchase a product to lift their spirits. 

A remarkable 75% of millennial weekly users find in-feed collection ads innovative.
Meanwhile, 43% of Gen X weekly users are most likely to subscribe to/follow a brand after watching an in-feed collection ad.

Users on TikTok also spend 1.4x more time watching dynamic showcase ads than on other social platforms.
People are 5x likelier to comment, like, or share on dynamic showcase ads than on other social platforms. 

After a dynamic showcase ad, 74% of Gen Z weekly TikTok users would seek more information on the advertised product.
US Users also believe that dynamic showcase ads also have unique shopping features. 

Even three weeks after exposure to an ad on TikTok, 72% of users agree that the brand is memorable.
81% of Back to School purchasers among TikTok users in the US acknowledged the platform’s impact on their buying decisions.

In addition to the Branded Hashtag Challenge advertisement solutions, TikTok features a multitude of hashtags that indicate the platform’s advertising influence on consumer purchasing decisions.

TikTok’s 2023 Trend Report released a compilation of influential hashtags that are crucial in enhancing brand visibility and driving revenue for businesses.

Hashtag  Global Video Views 
#tiktokmademebuyit  38.1 billion 
#musthaves 5.7 billion 
#shopwithme 2.9 billion
#comewithme 843 million
#tiktokmademetryit  290 million

The viral hashtag #TikTokMadeMeWatchIt exemplifies the significant impact of TikTok advertisements on TV viewership.

To showcase the effectiveness of TikTok ads on TV viewership, TikTok partnered with SambaTV to commission a comprehensive 34-part study on viewership.
As per the study, advertising on TikTok increases the amount of time viewers spend watching content. 

  • 52% of TikTok users reported coming across new actors, movies, or shows on the platform.
  • Among those who discovered a show or movie on TikTok, 22% created a post about that title.
  • 64% of TikTok users who discovered a show or movie discussed or recommended it to a friend, family member, or colleague.

In addition, TikTok advertising led to an average watch time of 86 minutes for viewers.
This proved that campaigns successfully engage users across multiple screens with the brands’ TV and streaming content.

97% of TikTok campaigns resulted in incremental tune-ins indicating their effectiveness in driving viewership that wouldn’t have happened otherwise.
On average, TikTok campaigns experienced a substantial increase in tune-ins, with a lift of 159%. 

According to Data Reportal’s Digital 2023 Global Statshot, marketers have the potential to reach an audience of 1.092 billion users aged 18 and above on TikTok.
That’s equivalent to 19.4% of the global population of the same age group. 

In the three months leading up to April 2023, the potential reach for marketers on TikTok grew by around 41 million users, indicating a 3.9% growth rate.

Furthermore, marketers can potentially reach approximately 13.6% of the global population using ads on TikTok as of May 2023.
Excluding the users in the 18+ age group residing in China (where ‘Douyin’ is offered instead of TikTok) and India — where TikTok is blocked — the addressable advertising reach rate of the platform increases to 31.2%.

As per the company’s most recent advertising audience data, approximately 19.4% of the global population aged 18 and above currently utilize TikTok.
But since TikTok only provides advertising audience data for users aged 18 and above, the actual audience reach rate of TikTok is likely higher than the mentioned figures.

Top Advertising TikTok Statistics of Users by Country

As of March 2023, TikTok reported 150 million users in The United States.
It has become the platform of choice for nearly 5 million businesses, including numerous small enterprises. 

Country Users (in millions)
United States 150
Indonesia  113 
Brazil  84.1
Mexico 62.4
Russia 51.2 
Vietnam  50.6
Philippines  41.4
Thailand  41.1
Turkey  31
Saudi Arabia 28.4 

TikTok Statistics of Users by Age 

As per the latest study conducted by Data Reportal, TikTok has 386.6 million users aged 18 to 24, accounting for 43.7% of the platform’s user base, making it the largest age group.
TikTok’s second largest age range is 25 to 34, primarily consisting of Millennials.

TikTok’s user statistics reveal that as the demographic gets older, the usage of TikTok decreases: 

Age Group Users (millions) Percentage of Total Users
18-24 386.6 43.7
25-34 282 31.9
35-44 115.5 13
45-54 57.1 6.4
55+ 30.5 3.4

TikTok Teens and Minor Users 

TikTok’s platform exclusively permits 13 years or older users.
Nonetheless, the platform’s popularity extends to a wide range of age groups, including minors, who actively engage with the platform.

As of April 2022, TikTok became the preferred app choice for 33% of teens, surpassing Snapchat’s popularity at 31%.
But the growing popularity of TikTok raises concerns regarding the privacy of young users.

Studies highlight privacy concerns on TikTok, especially for 8-12-year-old “tweens,” due to its immense popularity and potential exposure of young users’ personal information.
In March 2023, In response to concerns about the potential risks faced by young users sharing personal content online, TikTok introduced new features for teens and families.

Every TikTok account belonging to a user below the age of 18 will have an automatic daily screen time limit of 60 minutes.
Additionally, expanded parental controls through Family Pairing will be available to ensure a safer online experience for young users.

TikTok Users by Gender 

Globally, TikTok has a higher proportion of female users compared to males.
TikTok’s advertising audience data for April 2023 reveals: 

  • 53.4% of TikTok’s global users are female.
  • 46.6% of TikTok’s global users are male.

Top Creators TikTok Statistics 

Top TikTok creators have gained immense popularity and influence on the platform, captivating millions of viewers with their creative and engaging content.

Khabane Lame, a TikTok creator and comedian, took the top spot as the most followed content creator in September 2022 with 158 million subscribers.
Charli D’Amelio followed closely with 150 million followers, and Bella Poarch ranked third with 93 million followers.

Top Creators on TikTok

TikTok Business Data 

As of May 2023, ByteDance, the parent company of TikTok, purportedly achieved a valuation of $225 billion — making it the world’s most valuable privately-held startup. 

Highest Valued Startup TikTok

TikTok has two global headquarters and nine offices worldwide: 

Continent  Location 
North America
  • Los Angeles, USA (HQ)
  • New York, USA
  • Dublin, Ireland
  • London, UK
  • Paris, France 
  • Berlin, Germany 
  • Singapore (HQ)
  • Dubai
  • Jakarta, Indonesia
  • Seoul, South Korea
  • Tokyo, Japan 

In addition, there are six data centers in multiple markets worldwide, including:

World Region  Location 
North America
  • Northern Virginia 
  • Hillsboro, Oregon
  • Dublin, Ireland
  • Hamar, Norway
  • Singapore
  • Johor, Malaysia 

TikTok vs Other Social Media 

TikTok has secured the impressive sixth position among the most widely used social networks globally regarding monthly active users.


However, TikTok has surpassed major competitors Instagram, YouTube, and Facebook in several other key statistics. 

As of March 2023, TikTok generated $205 million in revenue from IAPs, surpassing the combined revenue of Facebook, Twitter, and Instagram.
In addition, TikTok has higher user engagement metrics, such as average session duration, time spent per user, and daily active users.

It boasts an average engagement rate of 6.92%, surpassing Instagram’s average engagement rate of 0.96% and Facebook’s average engagement rate of 0.38%.

Another recent study on social media usage revealed that TikTok is the platform where US adults spend the most time. 

In 2023, the average daily usage of TikTok by US adults was recorded at 55.8 minutes.

Average Social Media Time by Platform

As for TikTok global users, they spend an average of 52 minutes daily on the app.
And an impressive 90% of users access it daily. 

TikTok surpassed a significant milestone on its journey to success by reaching the mark of one billion users ahead of Facebook, Instagram, and YouTube.

Billion Social Media Users by Platform

In partnership with Nielsen, TikTok conducted a global study with 8,000 participants to understand user perceptions of content and brand authenticity on TikTok compared to other platforms

  • 64% of TikTok users felt a sense of authenticity and can express their true selves. 
  • 66% of TikTok users agreed that the platform provides a safe and secure environment.
  • 74% of TikTok users believed it is easy to find and connect with people they can relate to on the platform.

Furthermore, what sets TikTok apart is its ability to inspire users to take meaningful off-platform actions. 

A remarkable 72% of users who acted upon a TikTok video sought reviews from trusted Creators on the platform, surpassing other social media platforms.

The influence of TikTok Creators is undeniable, as 75% of users acknowledged that seeing a product demonstrated by a Creator holds more value than merely reading a review. 

Moreover, an impressive 92% of users who took action off-platform attributed their newfound knowledge and learning experiences to TikTok. 

These compelling facts highlight the immense impact TikTok has in shaping consumer behavior and fostering a unique and engaging platform experience.

TikTok users have demonstrated their trust and engagement with the platform through the popularity of impactful hashtags in the entertainment category.

Hashtag Video Views
#entertainment 535 billion 
#storytime 277 billion 
#POV 686 billion
#expectationvsreality 1.3 billion
#tiktokmademebuyit 38.1 billion
#musthaves 5.7 billion

The Nielson study also revealed that TikTok had cemented itself as a vibrant space for joy compared to other social media platforms.  

An astounding 92% of those who acted upon a TikTok video reported feeling a positive emotion, which ultimately motivated them to take action beyond the platform.
This was further supported by the fact that 50% of users credit TikTok for boosting their mood and bringing about feelings of happiness and positivity. 

The impact of TikTok’s uplifting content goes beyond mere enjoyment, as users have expressed that it plays a pivotal role in their purchasing decisions.

TikTok users prioritize the uplifting of their spirits, making them 1.3x times more likely to purchase a product that brings joy and positivity to their lives.
As per the same study, the community-driven TikTok approach has revolutionized how users discover new interests, as it is 1.8x times more likely to introduce them to unexplored topics.

  • 38% of TikTok users say that entertaining ads on the platform teach them something new (1.3x more likely for TikTok entertaining ads vs. other video platforms)
  • 40% of users feel connected to the communities created by their favorite Creators. 
  • This strong bond is evident in the platform’s influence, with 60% of users believing that TikTok Creators hold more sway than traditional celebrities.

TikToks vs Reels vs Shorts 

With TikTok pioneering the way, many social platforms now offer their own alternative to bite-sized videos.

In the realm of short-form video platforms, TikTok reigns supreme with an impressive 5.53% engagement rate.
Instagram follows behind with 4.36%, while YouTube Shorts takes the last spot with 3.80%.

Short form videos engagement

Regarding comments, TikTok also takes the lead with an average rate of 0.09%, leaving Reels and Shorts behind at 0.05%.
But in contrast, Instagram Reels stands out with the highest average watch rate, captivating viewers with its content. 

Short form videos watch time

The Future of TikTok

The future of TikTok holds immense potential as the platform continues to captivate and engage millions of users worldwide. With its innovative short-form video format and emphasis on creativity, TikTok has redefined social media and become a cultural phenomenon.

As the app expands its user base and explores new markets, we expect further advancements in features, algorithms, and user experiences.


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