28 TikTok statistics marketers need to know in 2025

TikTok’s growth is unlike any other platform, consistently breaking records when it comes to usage, engagement and ad performance.

While the app isn’t without its challenges, recent social media statistics highlight that TikTok is still a marketing powerhouse for brands of all shapes and sizes.

And the app’s momentum isn’t slowing down anytime soon.

In this post, we dig into key TikTok statistics that marketers should know and how you can use them to inform your TikTok strategy.

Key TikTok statistics you should know

The popularity of TikTok is impossible to deny. From trend-setting challenges to record-setting growth, the platform’s influence on social media is unmatched.

Given how quickly the app evolves, having a TikTok tool to fine-tune your strategy is a smart first step to growing on the platform. That said, you need to take in and understand the following TikTok stats to understand just how big the app has become.

• TikTok’s largest audience in the United States (135M+ users)
• The largest demographic on TikTok are users aged 18 to 35 (14.1%).
• TikTok earned over 875 million global app downloads in 2024
• TikTok is the fastest social network to hit 1 billion active users

TikTok usage statistics

Now, let’s take a look at the latest data around TikTok’s platform and how its users behave.

1. How many monthly active users does TikTok have?

TikTok has just over 1.58 billion monthly active users, making it the fifth most popular social media platform in the world. It trails behind Facebook (3.065 billion), YouTube (2.5 billion), WhatsApp (2 billion) and Instagram (2 billion).

2. The US has the largest TikTok audience of any country

The United States has the largest collection of TikTok users globally, with 135 million unique users monthly. However, TikTok’s sister app Douyin has 766.5 million monthly active users based in China, which is a slight increase from last year. This significant growth for TikTok and Douyin proves the apps’ popularity worldwide.

3. More Gen Zers use TikTok than Instagram

According to the 2025 Sprout Social Index™, 58% of consumers have profiles on TikTok, and 82% of Gen Z are mostly likely to have TikTok profiles. That said, the fact that over half of consumers are active on TikTok is telling.

While the app has a reputation of being for the younger crowd, these TikTok stats highlight how the platform’s appeal goes far beyond Gen Z.

4. TikTok is expected to hit over 2.35 billion users by 2029

It’s an understatement to say that TikTok’s growth is unprecedented. In fact, TikTok is forecasted to reach approximately 2.35 billion users by 2029.

5. 16,000 TikTok videos are uploaded every minute

We weren’t kidding when we said that content on TikTok moves fast. The platform’s 16,000 videos uploaded per minute translates to 960,000 per hour and 23+ million per day!

TikTok user and demographic statistics

Who are TikTok’s users? Given the size and scope of the platform, there’s no one-size-fits-all answer.

That said, here are a few stats on TikTok’s social media demographics that can help clue us in.

6. Users spent a collective 4.8 billion minutes on TikTok each day in 2024

TikTok is a well-used app. Its US users spent 4.8 billion minutes watching TikTok videos daily, surpassing Instagram, whose users spent 4.127 billion minutes daily.

7. Individual users spend 25.5 hours on TikTok per month

When it comes to monthly usage, US TikTok users are spending over 24 hours—more than an entire day—on the app each month watching, interacting with and posting video content. This is up significantly from 19.6 hours of engagement per user back in 2021.

7. 54% of users on TikTok engage with brands daily.

According to Sprout Social’s 2024 Social Media Content Strategy Report, 54% of users engage with brand content on TikTok at least once—if not multiple times—per day. TikTok users proactively seek out new products and product updates on the platform. Another 30% of users engage with brand content at least once per week.

8. 37% of consumers use TikTok to keep up with trends and cultural moments

This TikTok stat from the 2025 Sprout Social Index™ reflects just how trend-centric and community-driven the platform is.

From holidays and sporting events to major social movements and beyond, 90% of consumers say they use social mdia to keep up with trends and cultural moments. Marketers should keep a pulse on those cultural moments that matter to customers.

Doing so helps your brand present itself as in touch with its target audience and avoid potentially insensitive content or comments.

9. 76% of 18-24 year-olds use TikTok

The fact that over three-fourths of US 18-24 year-olds are on TikTok is staggering, especially when compared to only 14% of 55 to 64 year-olds using the app. While TikTok demographics are becoming more diverse, the platform’s reputation as a “young” app is justified.

10. 55% of TikTok’s worldwide users are men

TikTok’s global users are seeing a widening gender gap, with 55.7% being men and 44.3% being women. This is a significant shift compared to last year where the split was closer to 50-50. Note that there is no data on users of other genders.

11. The top three countries of TikTok users are the US, Indonesia and Brazil

TikTok’s most popular countries are the United States with 135.79 million users, Indonesia with 107.7 million users and Brazil with 91.75 million users.

TikTok advertising and marketing statistics

Brands are spoiled for choice when it comes to promotional possibilities. If your brand is going to have a presence on TikTok, you need to understand statistics around marketing and advertising on TikTok.

12. 28% of marketers are using TikTok

Surprisingly, only 28% of marketers are using TikTok. With such big opportunities for brands on TikTok, more marketers should add this platform into their social marketing strategies

That said, the platform is unique in terms of its content and presentation. This may explain why some marketers are still slow to get on board despite TikTok’s popularity.

13. Bytedance generated $73 billion in revenue in the first half of 2024

Bytedance, the parent company of TikTok, generated $73 billion in revenue in the first half of 2024. This was only slightly behind Meta’s $75.5 billion for the same time period, signaling the spending power of TikTok and how it stacks up against Facebook and Instagram.

14. TikTok’s global ad revenue reached $23.3 billion in 2024

TikTok’s ad revenue through initiatives such as TikTok Promote and TikTok Shop have been successful, with a projected $34.8 billion in projected ad revenue by 2026. If you’re looking for more information on

TikTok ads and advertising, check out our quick guide.

15. TikTok is the most engaging social media platform

With an average engagement rate of 2.5% 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 0.50%.

16. TikTok’s engagement rate remains consistent to last year

TikTok is still the most engaging social platform but its engagement is consistent and only slightly down compared to last year. As it stands, TikTok’s average engagement rate by follower count fell by about 5.6% year-over-year (2.65% in 2023 versus 2.50% in 2024).

While both TikTok and Instagram’s engagement is down compared to last year, Instagram’s 28% engagement drop from 0.70% is much more significant.

TikTok for business stats

Should your brand be on TikTok? How can TikTok affect brands? Using TikTok for business can have many advantages, but first, it is essential to understand how your target audience uses the platform.

17. Product discovery is the primary reason for brand interactions on TikTok

While there are plenty of reasons to use TikTok, the app has earned its status as a shopping hub. According to data from Sprout’s 2024 Content Strategy Report, product discovery is the number one reason that TikTok users interact with brands on the platform.

18. When is the best time to post on TikTok?

While content moves quickly on TikTok, timing matters. Especially for brands and businesses.

According to Sprout Social’s research on the best times to post on TikTok, here are the key days and times to keep in mind:

• Best days to post on TikTok: Wednesdays
• Best times to post on TikTok:
  • Tuesdays at 5 p.m.
  • Wednesdays from 2 to 5 p.m.
  • Thursdays from 3 to 5 p.m.

19. TikTok Shop surpassed 500,000 merchants in the US last year

With over 500,000 US sellers in 2024, needless to say TikTok Shop took off despite some initial skepticism. Between steep discounts and countless affiliates on the platform, brands and businesses are seeing results from the app when it comes to direct selling. Brands should consider social commerce as part of their strategy, if they haven’t already.

20. 37% of Americans under 60 have purchased something on TikTok Shop

TikTok Shop isn’t a niche feature of the platform anymore. A recent survey from PartnerCentric notes that over one-third of users under 60 have bought something from TikTok Shop, averaging $59 per purchase.

21. 36% of direct purchases via social were on TikTok

This TikTok stat aligns directly with the one above!

According to the 2025 Sprout Social Index™, when consumers are ready to make a direct purchase, they are most likely to turn to Facebook, followed by TikTok and Instagram. Gen Z and Millennials are more likely to turn to TikTok at 54% and 47%, respectively.

22. Beauty and personal care products were TikTok Shop’s top sellers in 2024

Selling 370 million units worldwide on TikTok Shop last year, the popularity of beauty and personal care products on TikTok is well documented. This is especially true in both the brand and influencer spaces.

TikTok influencer stats

Again, influencer marketing is big on TikTok. If you’re considering working with influencers as a part of your TikTok strategy, keep these influencer marketing stats in mind.

23. The average engagement rate per post from a TikTok influencer in 2024 was 2.18%

According to data from Sprout Social Influencer Marketing (formerly Tagger), the average engagement rate per post for a TikTok influencer is 2.18%. Here’s a breakdown on what those posts cost depending on the size of the influencer’s audience:

• Nano-influencers: $15
• Micro-influencers: $75
• Mid-influencers: $687.5
• Macro-influencers $1,875.
• Mega-influencers: $13,750
• Celebrities: $27,500

24. “Lifestyle” is the most popular industry for influencer marketing with over 8.26 million posts

According to data from Sprout Social Influencer Marketing, the lifestyle industry accounts for 8.26 million posts from influencers. This is followed by beauty accounts at 4.94 million and fashion accounts at 3.06 million.

25. Food & drink nano-influencers have the highest engagement rates on TikTok at 18.36%

According to data from Sprout Social Influencer Marketing, nano-influencers (1,000-10,000 followers) in the food and drink space see the highest engagement rates (18.36%), followed by fashion (14.98%) and fitness creators (14.61%).

26. Smaller influencers have higher engagement rates than larger influencers on TikTok

Small follower counts, big engagement. That’s the trend we’re seeing with influencers on TikTok.

According to data from Sprout Social Influencer Marketing, nano-influencers see significantly higher engagement rates than macro-influencers (100,000-1M followers) across industries:

• Lifestyle 14.32% vs 4.51%
• Beauty 12.94% vs 3.53%
• Fashion & Style 14.98% vs 3.35%
• Food & Drink 18.36% vs 3.81%
• Sports & Fitness 14.61% vs 3.09%

27. TikTok influencers charge $10 per post per 1,000 followers

New stats on influencer pricing say that TikTok creators charge approximately $10 per 1000 followers for a sponsored post. This aligns with similar pricing on Instagram but is half of platforms like YouTube.

28. 61% of marketers use TikTok for influencer marketing

TikTok comes in as the third most popular social media app for influencer marketing, behind Instagram and YouTube, with 61% of marketers saying they use TikTok to work with influencers.

Use these TikTok stats to inform your strategy

Hopefully these stats can provide the context you need to fine-tune your TikTok marketing strategy. Specifically:

• Rethink your TikTok content. Consider how the platform thrives on authentic videos yet remains a huge source of product discovery. A combination of human-centric videos, reviews and influencer posts might be the right approach versus more traditional branded content.
• Confirm your target audience. If you’ve been exclusively trying to hop on trends or memes with no results, it’s probably because you aren’t tapping into the appropriate audience or community. Again, TikTok demographics aren’t one-size-fits-all. Once you research who your customers are on the platform, make sure you speak their language.
• Experiment with new ways to educate and entertain. Not to sound like a broken record, but TikTok moves fast. Keep a pulse on trends but also don’t be afraid to experiment. When in doubt, content that finds the balance between educational and entertaining seems to be what the algorithm loves.

If you need help building your TikTok strategy, Sprout Social can help! Try a free trial of Sprout Social’s intuitive platform, powered by AI for data-driven decision-making on social media.

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