TikTok statistics for all brands and companies that want to deal with TikTok as a marketing channel.
More and more brands, companies and publishers are relying on the Chinese social network TikTok. Of course, user numbers are not the only decisive factor when it comes to your own activity on TikTok, but they are always a good indicator of how a channel is doing.
The global number of TikTok users is 800 million monthly active users.
In September 2020, official TikTok user numbers for Europe were published for the first time. More than 100 million people in Europe use TikTok at least once a month.
In contrast to Twitter, Snapchat and Facebook, however, TikTok reports monthly user numbers and not daily, which are usually lower. So if you want to compare the social media user numbers, you always have to make sure to use the right numbers and not to compare monthly and daily users.
Other numbers come from a pitch deck leak published by AdAge (Paywall).
Very impressive. One must not forget that 500 million of the total of 800 million active users come from China. At the same time, it should not be overlooked that TikTok is the first social network from China that is also internationally successful.
In the first quarter, TikTok was the most successful app in the app stores. Even ahead of Facebook, Instagram, Snapchat, Twitter and Pinterest.
Focus on Generation Z: TikTok demographics
How big the influence of TikTok is outside of China is shown by the more than 30 million active users in the USA and of course the 100 million in Europe.
This means that TikTok is still relatively well behind Instagram, for example, with over 110 million users in the USA, but the speed at which TikTok is growing is remarkable .
It is not only relevant how many people use TikTok, but also what the demographics of these people look like. That TikTok is a younger social network like Facebook shouldn’t come as a surprise.
69% of active users are between 16 and 24 years old.
So after all, 31% of users are over 25. Then it gets pretty thin. Only 15% are older than 35 years.
60% are female TikTok users and the distribution between iOs and Android is almost even, with slight advantages for iOS at 54%.
The Numbers are a combination of internal data and the app analytics service provider Sensor Tower.
Addicted to TikTok: 46% TikTok a day
In the USA, TikTok is more than 8 times pro Day called. In Germany it is even 10 times a day.
The length of stay is an important factor for social networks and TikTok comes to a stay of 46 minutes per day in the USA. Here, too, Germany is 50 minutes ahead of the USA. The UK even manages 53 minutes.
So when Gary Vaynerchuck says TikTok uses ten minutes a day, that’s significantly less than the US average.
There are 37 billion video views it in the US for TikTok videos every month.
TikTok is designed for content consumption. Hence the 46 minutes dwell time.
But activity is also high. 34% of daily active TikTok users published content on TikTok every day. The TikTok hashtag challenges are also an important factor here.
35% of all TikTok users take part in hashtag challenges and 16% of all TikTok videos come from hashtag challenges.
Another driver are face filters. 64% of TikTok users have already used a face filter or a lens. That is 512 million people.
When it comes to length of stay, growth and activity, the alarm bells on Facebook and Instagram go off. As the TikTok statistics show, it is completely justified.
In Germany, the length of stay is a little lower, but still 39 minutes per day.
5.5 million people use TikTok in Germany. Or 10.7 million ?
Of these, 60% are female and 40% male. Every month, 13.4 billion views are generated on TikTok in Germany. In January there were still 6.5 billion views. The number of TikTok views doubled in Germany in 2019.
According to an article by Bloomberg, which refers to an internal TikTok presentation, Germany has 10.7 million users: inside. While the pitch deck with the 5.5 million users: Inside dates from October 2019, the Bloomberg article was published at the end of September 2020. TikTok would have doubled its number of users in Germany within a year.
It is important with TikTok user numbers and when comparing user numbers in general that you always have to compare the correct values. TikTok names MAUS as user numbers. So how many people use TikTok at least once a month. This also includes the people who really only open TikTok once a month. Facebook, Twitter and Instagram, on the other hand, speak of DAUs. So how many people use the social network on a daily basis. It should be clear to everyone that daily use is much more valuable. This is just for classification and it should not detract from the enormous growth of TikTok.
The ratio of active users in the USA and TikTok user numbers in Germany is similar to that of Snapchat and Pinterest, which were before TikTok lying, but already feeling your breath on your neck.
2019 was a very successful year for TikTok. New ad products, a TikTok Pixel, a dedicated ad manager and new targeting options should make the social network even more attractive for brands and companies.
It will be interesting to see how TikTok develops in 2020 and when the big rush of companies is coming.
More on this in the online course with Jan Firsching.
Blogger in charge at Futurebiz, speaker, author and senior digital & social media consultant at the agency BRANDPUNKT . Jan Firsching advises brands and companies on the development of digital and social media strategies. To Futurebiz Consulting
Blogger in charge at Futurebiz. Speaker, author and senior digital & social media consultant at the BRANDPUNKT agency. Jan Firsching advises brands and companies on the development and implementation of digital and social media strategies.