It’s been nearly five years since TikTok launched globally right before the pandemic, and while it was once thought to be another fad video-based social media platform like Vine and Musical.ly, TikTok has not only survived its initial 693 million download boom, but thrived as one of the most successful social media platforms. Just how successful is it, you ask? Here’s 24 statistics about TikTok in the year 2024, proving just how powerful it is for marketing.

Reach and engagement

  1. According to Adobe, one in ten Gen-Z individuals are more likely to rely on TikTok than Google as a search engine. 

This might sound crazy to some, but it’s proof of just how integral the platform has become to young users! 

  1. TikTok’s largest age group is 18-24 year olds. 

This is well-known to social media marketers, but worth remembering – if this is your target audience, the platform couldn’t be better suited. 

  1. With an average engagement rate of 2.65% by follower count, TikTok is still the most engaging social media platform. Following not-so-closely behind is Instagram with an average engagement rate by follower count at just 0.70%. 

Despite TikTok’s engagement rate being down 35% compared to last year, it’s still miles ahead all other social media platforms, and continues to hold its own with users. 

  1. TikTok usage among social media marketers has increased 15% year over year. 

While young audiences took to the platform like fish to water, social media marketers are still waking up to the potential it has, especially in collaboration with influencers. 

  1. In 2023, TikTok was the second most downloaded app with 654 million downloads, after Instagram. 

We’re expecting it to stay in the top five this year too, as it’s showing no signs of slowing down! 

  1. 48% of U.S. adults on TikTok have posted a video on the platform. 

Somehow, this platform changed the face of social media into video-based content being central, something we wouldn’t have imagined in the years prior. 

Marketing power

  1. Bytedance, TikTok’s parent company, is valued at $268 billion, making it a strong rival to Facebook/Instagram’s Meta. 

Interested in getting on board yet? 

  1. Among social media marketerss, 28% say that TikTok is the most effective platform for building an active community on social media. 

If you’re looking to grow your brand, targeting a social media community can be a powerful way to do so. 

  1. 78% of surveyed US Gen Zers use TikTok, behind only YouTube and Instagram at 92% and 85% respectively. 

This is based on a US survey, but it’s indicative of just how widespread TikTok use is amongst Gen Z, especially compared with the other biggest social media platforms. 

  1. 90% of TikTok users think sound is vital for the TikTok user experience. 

TikTok is almost synonymous with its challenges and dances, and this stat proves everyone recognises that! But with a lot of popular music being commonly used on the platform, it has even more variety of strengths in its sounds. 

  1. 40% of users say that their For You Page (FYP) is either extremely or very interesting to them. 

The platform has locked in on powerful algorithms that serve consumers content very catered to them – which is a great tool for meaningful campaign results.

Selling power

  1. Ads on TikTok see strong brand recall regardless of view duration. An ad on screen 6 seconds or less still delivered 38% of the recall compared to ads viewed 20 seconds or more. 

Time is money, and TikTok is the master at getting a message across fast. 

  1. 71% of TikTok users who take action off the platform say that TikTok shows them exactly what they are looking for. 

TikTok has some impressive figures for selling to consumers, and this kind of feedback shows just how adept it is. 

  1. 67% of female shoppers rely on creator recommendations before making a purchase. 

Influencers are the way to an audience’s heart. 

  1. 57% of brands now leverage short-form videos (TikTok, IG Reels, etc.) as part of their social media strategy. 

Which means you’re now in the minority if you don’t… 

  1. TikTok users are 1.8x more likely to convince their family and friends to buy the item they purchased previously (versus non-TikTok users). 

Not only does the platform leverage direct selling to end users, but it has a lot of trust with said users! 

  1. 44% of Gen X TikTok users say the platform helps them discover new things

New things… such as your brand? 

  1. TikTok users are 1.4x more likely to buy a new tech product in the next six months (versus non-TikTok users). 

It’s not just makeup and clothes that TikTok sells, but gadgets, too! 

  1. 37% of TikTok users in the United States made purchases either through links on the app or directly on the platform. 

Play your cards right, and your audience doesn’t even need to leave the platform. 

  1. TikTok users are 1.3x more likely than other platform users to purchase a product to lift their spirits

That’s self-care for you! 

  1. Millennial TikTok users are 2.9x more likely than other platform users to make a tutorial about a product after buying it. 

If your customers are satisfied, TikTok’s culture encourages them to spread the word themselves. 

  1. 50% of TikTok users have bought something after watching a TikTok LIVE. 

This might be an avenue you’ve never even considered before – but it’s clearly effective! 

  1. 67% of marketers who work with influencers/creators work with micro-influencers (10,000-99,999 followers/subscribers). Only 17% work with mega influencers (over 1 million followers/subscribers). 

The value of micro-influencers is a whole other topic, but this just proves how much marketers believes in influencers across TikTok! 

  1. TikTok is the top global app for consumer spending. 

That’s all that needs to be said, really!

How to get started

If you need advice or support getting started on TikTok, get in touch with us today to build your strategy.

author avatar
Katie Sessions Account Executive
At Faith, Katie is responsible for helping to manage client accounts and deliver communications plans, alongside continuing to craft compelling stories that resonate with audiences.