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How are marketers using TikTok?
Brands and businesses are increasingly embracing the vast potential of TikTok as a marketing tool. While the short-video-sharing app can still not compare with Facebook, Instagram, and other leading social media platforms used by marketers, a recent survey found that over 38 percent of industry professionals planned to increase their usage of TikTok for promotional campaigns in the upcoming 12 months. Apart from promoting their products and services via influencers, companies can also create their own profiles, upload videos, and start creative challenges to feature on TikTok’s For You page and potentially be seen by millions of users worldwide. One brand that has successfully harnessed the power of TikTok is Netflix. With close to 23 million followers, the VoD giant ranks second among the most popular brands on TikTok globally. Interestingly, TikTok’s own brand leads the most popular brand ranking on its own platform.
Engagement rate magic: influencers on TikTok
Influencer endorsem*nt has proven to be an immensely effective form of social media marketing on pioneer platforms such as Instagram. This success has translated to TikTok and the new generation of entertainment apps, as more brands now cooperate with TikTok stars than ever. What makes these collaborations so appealing is not only the massive audience reach of TikTok mega-influencers like Bella Poarch but also the impressive engagement rates that influencer content can boast on the platform – especially among Gen Z users. By partnering with popular creators, brands can keep their fingers on the pulse and resonate with young audience, something many companies have struggled with in the past. So, who are the most sought-after influencers on TikTok? As of March 2023, Khaby Lame was the most-followed person on TikTok. Seeing that sponsored posts by these creators can cost thousands of dollars, small businesses tend to work with nano- and micro-influencers who have fewer followers but can cater to more niche audiences.
TikTok’s unstoppable relevance and its competitors
As of 2021, TikTok’s owner ByteDance has been the leading unicorn company worldwide – with 200 billion U.S. dollars in company value, surpassing companies like Elon Musk’s SpaceX and Chinese retail giant Shein. According to brand value, the short-video giant does not overcome Google, Facebook, and Instagram yet, but it has made its way into top three social media platforms offering the best social commerce experience as of 2022. In addition, TikTok reached the highest engagement rates among other daily-used social media mobile apps. With users spending 95 minutes on average on the platform daily, not only did it lead the chart but also scored almost double than both Instagram and Facebook. Considering its highly competitive rates, TikTok’s upward development path is worth following.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
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- Basic Statistic Key financial figures of ByteDance 2021-2022
- Premium Statistic Revenue breakdown of ByteDance 2021, by segment
- Premium Statistic Estimated global ad revenue of ByteDance 2022, by platform
- Premium Statistic Social media share in digital video ad revenue 2022-2027, by platform
- Premium Statistic TikTok ad revenue worldwide 2020-2027
- Premium Statistic TikTok/Douyin: brand value 2020-2023
- Premium Statistic Media investment plans among market agencies worldwide 2023
Market overview
- Basic Statistic Global social networks ranked by number of users 2024
Global social networks ranked by number of users 2024
Most popular social networks worldwide as of January 2024, ranked by number of monthly active users (in millions)
- Basic Statistic Key financial figures of ByteDance 2021-2022
Key financial figures of ByteDance 2021-2022
Key financial figures of ByteDance in 2021 and 2022 (in billion U.S. dollars)
- Premium Statistic Revenue breakdown of ByteDance 2021, by segment
Revenue breakdown of ByteDance 2021, by segment
Annual revenue of ByteDance in 2021, by business segment (in billion yuan)
- Premium Statistic Estimated global ad revenue of ByteDance 2022, by platform
Estimated global ad revenue of ByteDance 2022, by platform
Estimated digital ad revenue of ByteDance worldwide in 2022, by platform (in billion U.S. dollars)
- Premium Statistic Social media share in digital video ad revenue 2022-2027, by platform
Social media share in digital video ad revenue 2022-2027, by platform
Share of selected social media platforms in digital video advertising revenue worldwide in 2022 and 2027
- Premium Statistic TikTok ad revenue worldwide 2020-2027
TikTok ad revenue worldwide 2020-2027
TikTok advertising revenue worldwide from 2020 to 2027 (in billion U.S. dollars)
- Premium Statistic TikTok/Douyin: brand value 2020-2023
TikTok/Douyin: brand value 2020-2023
Brand value of TikTok/Douyin worldwide from 2020 to 2023 (in billion U.S. dollars)
- Premium Statistic Media investment plans among market agencies worldwide 2023 See Also10 TikTok Marketing Tips From the Pros (Who Went Viral!)TikTok Marketing: Easy Guide to Scale [2024 Strategy + Examples]TikTok Marketing 101: How to Market Your Brand on One of the Most Popular Social AppsTikTok Marketing for Beginners - A Marketer's Guide to Advertising on Tiktok
Media investment plans among market agencies worldwide 2023
Net percentage change of marketing agency budget allocations in media worldwide for 2023
TikTok's usage for marketing purposes
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- Premium Statistic Social media platforms used by marketers worldwide 2023
- Premium Statistic Leading consumer trends that marketers watch out for worldwide 2023
- Premium Statistic Social media platforms with highest ROI worldwide 2023
- Premium Statistic Use of social media ads among marketers worldwide 2023, by platform
- Premium Statistic Video platforms used for marketing purposes worldwide 2022
- Premium Statistic Future use of video among social media marketers worldwide 2023, by platform
- Premium Statistic Most popular brands on TikTok globally 2022, by number of followers
- Premium Statistic Most talked about brands on TikTok worldwide 2022
TikTok's usage for marketing purposes
- Premium Statistic Social media platforms used by marketers worldwide 2023
Social media platforms used by marketers worldwide 2023
Leading social media platforms used by marketers worldwide as of January 2023
- Premium Statistic Leading consumer trends that marketers watch out for worldwide 2023
Leading consumer trends that marketers watch out for worldwide 2023
Leading consumer trends according to marketers worldwide as of April 2023
- Premium Statistic Social media platforms with highest ROI worldwide 2023
Social media platforms with highest ROI worldwide 2023
Social media platforms with the largest return on investment (ROI) according to marketers worldwide as of September 2023
- Premium Statistic Use of social media ads among marketers worldwide 2023, by platform
Use of social media ads among marketers worldwide 2023, by platform
Frequency of social media ad use among marketers worldwide as of January 2023, by platform
- Premium Statistic Video platforms used for marketing purposes worldwide 2022
Video platforms used for marketing purposes worldwide 2022
Video platforms used for marketing purposes worldwide as of November 2022
- Premium Statistic Future use of video among social media marketers worldwide 2023, by platform
Future use of video among social media marketers worldwide 2023, by platform
Planned changes in use of selected video platforms for social media marketing purposes worldwide as of January 2023
- Premium Statistic Most popular brands on TikTok globally 2022, by number of followers
Most popular brands on TikTok globally 2022, by number of followers
Most popular brands on TikTok worldwide in 2022, by number of followers (in millions)
- Premium Statistic Most talked about brands on TikTok worldwide 2022
Most talked about brands on TikTok worldwide 2022
Leading brands on TikTok worldwide in 2022, by number of influencers (in 1,000s)
Creators/influencers
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- Premium Statistic Most-followed TikTok accounts worldwide 2022
- Premium Statistic Fastest growing global TikTok accounts 2022, by follower growth
- Premium Statistic Number of supernova creators on TikTok worldwide 2022
- Premium Statistic Distribution of global TikTok creators 2022, by age group
- Premium Statistic Distribution of global TikTok creators 2022, by gender
- Premium Statistic Most-followed English-language TikTok creators worldwide 2022
- Premium Statistic Most-followed virtual creators on TikTok worldwide 2022
Creators/influencers
- Premium Statistic Most-followed TikTok accounts worldwide 2022
Most-followed TikTok accounts worldwide 2022
Leading TikTok accounts worldwide as of September 2022, by followers (in millions)
- Premium Statistic Fastest growing global TikTok accounts 2022, by follower growth
Fastest growing global TikTok accounts 2022, by follower growth
Fastest growing TikTok accounts worldwide in 2022, by annual follower growth
- Premium Statistic Number of supernova creators on TikTok worldwide 2022
Number of supernova creators on TikTok worldwide 2022
Number of TikTok creators with more than 10 million followers worldwide in September 2022, by country
- Premium Statistic Distribution of global TikTok creators 2022, by age group
Distribution of global TikTok creators 2022, by age group
Distribution of TikTok creators worldwide as of September 2022, by age group
- Premium Statistic Distribution of global TikTok creators 2022, by gender
Distribution of global TikTok creators 2022, by gender
Distribution of TikTok creators worldwide as of September 2022, by gender
- Premium Statistic Most-followed English-language TikTok creators worldwide 2022
Most-followed English-language TikTok creators worldwide 2022
Leading English-language TikTok creators worldwide as of September 2022, by followers (in millions)
- Premium Statistic Most-followed virtual creators on TikTok worldwide 2022
Most-followed virtual creators on TikTok worldwide 2022
Leading virtual creators on TikTok worldwide as of October 2022, by number of followers (in millions)
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- Premium Statistic Global distribution of TikTok influencers in 2022, by number of followers
- Premium Statistic Engagement rate among global TikTok influencers 2022, by profile size
- Premium Statistic Engagement rates of virtual creators on TikTok worldwide 2022
- Premium Statistic Views per post of global TikTok influencers 2022, by profile size
- Premium Statistic Price per post among global TikTok influencers 2022, by profile size
- Basic Statistic TikTok: ads removed 2021-2023
- Basic Statistic TikTok: fake engagement removed 2021-2023
Metrics
- Premium Statistic Global distribution of TikTok influencers in 2022, by number of followers
Global distribution of TikTok influencers in 2022, by number of followers
Distribution of TikTok influencers worldwide in 2022, by number of followers
- Premium Statistic Engagement rate among global TikTok influencers 2022, by profile size
Engagement rate among global TikTok influencers 2022, by profile size
Engagement rate of TikTok influencers worldwide from 2021 to 2022, by number of followers
See AlsoTikTok Marketing Guide - Premium Statistic Engagement rates of virtual creators on TikTok worldwide 2022
Engagement rates of virtual creators on TikTok worldwide 2022
Engagement rates of selected virtual creators on TikTok worldwide as of October 2022
- Premium Statistic Views per post of global TikTok influencers 2022, by profile size
Views per post of global TikTok influencers 2022, by profile size
Average number of views per post of TikTok influencers in 2022, by number of followers
- Premium Statistic Price per post among global TikTok influencers 2022, by profile size
Price per post among global TikTok influencers 2022, by profile size
Average price per post of TikTok influencers worldwide in 2022, by number of followers (in U.S. dollars)
- Basic Statistic TikTok: ads removed 2021-2023
TikTok: ads removed 2021-2023
Number of adverts removed on TikTok from 1st quarter 2021 to 3rd quarter 2023
- Basic Statistic TikTok: fake engagement removed 2021-2023
TikTok: fake engagement removed 2021-2023
Number of fake interactions removed on TikTok from 2nd quarter 2021 to 3rd quarter 2023 (in millions)
Competitors
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- Premium Statistic Largest media companies worldwide 2022
- Premium Statistic Digital advertising revenue for major internet companies 2023-2027
- Premium Statistic Growth of social media ad revenue worldwide 2023, by platform
- Premium Statistic Most valuable media brands 2023
- Premium Statistic Fastest growing media brands 2022
- Premium Statistic Highest valued unicorn companies worldwide 2023
- Premium Statistic Net worth of the richest social media entrepreneurs 2022
- Premium Statistic Social networks offering the best social commerce experience worldwide 2023
- Premium Statistic Leading social commerce platforms worldwide 2023, by country
Competitors
- Premium Statistic Largest media companies worldwide 2022
Largest media companies worldwide 2022
Leading media companies worldwide in 2022, by revenue (in billion euros)
- Premium Statistic Digital advertising revenue for major internet companies 2023-2027
Digital advertising revenue for major internet companies 2023-2027
Digital advertising revenues of major internet companies worldwide in 2023 and 2027 (in billion U.S. dollars)
- Premium Statistic Growth of social media ad revenue worldwide 2023, by platform
Growth of social media ad revenue worldwide 2023, by platform
Change in advertising revenue of selected social media platforms worldwide in 2023
- Premium Statistic Most valuable media brands 2023
Most valuable media brands 2023
Leading media brands worldwide in 2023, by brand value (in billion U.S. dollars)
- Premium Statistic Fastest growing media brands 2022
Fastest growing media brands 2022
Fastest growing media brands worldwide in 2022, by brand value growth rate
- Premium Statistic Highest valued unicorn companies worldwide 2023
Highest valued unicorn companies worldwide 2023
Leading unicorns worldwide as of April 2023 (in billion U.S. dollars)
- Premium Statistic Net worth of the richest social media entrepreneurs 2022
Net worth of the richest social media entrepreneurs 2022
Leading social media billionaires as of March 2022, by net worth (in billion U.S. dollars)
- Premium Statistic Social networks offering the best social commerce experience worldwide 2023
Social networks offering the best social commerce experience worldwide 2023
Social media platforms offering the best social commerce experience worldwide in 2023
- Premium Statistic Leading social commerce platforms worldwide 2023, by country
Leading social commerce platforms worldwide 2023, by country
Main social platforms used to purchase a product in selected countries worldwide in 2nd quarter 2023
Audience and user behavior
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- Basic Statistic TikTok: number of global users 2020-2025
- Premium Statistic Countries with the most TikTok users 2024
- Premium Statistic TikTok: distribution of global audiences 2024, by age and gender
- Premium Statistic TikTok user engagement in selected markets 2020-2022
- Premium Statistic Consumer attitudes towards Tik Tok purchases in the U.S. 2022
Audience and user behavior
- Basic Statistic TikTok: number of global users 2020-2025
TikTok: number of global users 2020-2025
Number of TikTok users worldwide from 2020 to 2025 (in millions)
- Premium Statistic Countries with the most TikTok users 2024
Countries with the most TikTok users 2024
Countries with the largest TikTok audience as of January 2024 (in millions)
- Premium Statistic TikTok: distribution of global audiences 2024, by age and gender
TikTok: distribution of global audiences 2024, by age and gender
Distribution of TikTok users worldwide as of January 2024, by age and gender
- Premium Statistic TikTok user engagement in selected markets 2020-2022
TikTok user engagement in selected markets 2020-2022
Monthly time spent on TikTok per user in selected markets worldwide in 2020 and 2022 (in hours)
- Premium Statistic Consumer attitudes towards Tik Tok purchases in the U.S. 2022
Consumer attitudes towards Tik Tok purchases in the U.S. 2022
Consumer attitudes towards buying products promoted on Tik Tok in the United States as of 2022
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