The TikTok stats you absolutely need to know in 2024

In 2024, TikTok is much more than a trend: it is a revolution in digital marketing. With phenomenal growth and undisputed influence, this platform has become an essential tool for businesses looking to boost their marketing strategy. Learn how TikTok is transforming customer engagement and shaping trends through key metrics, and understand why integrating TikTok into your marketing arsenal is not just an option, but a necessity.

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Image source: Zenu Academy

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I. Growth and use of TikTok - The dramatic rise of a global platform

From 100 million to 1.67 billion: The rise of TikTok users

In 2023, this platform exploded, reaching an impressive 1.67 billion of active users. A gigantic leap from its humble beginnings with 100 million followers in 2017. This trajectory is breathtaking: a meteoric rise, with projections reaching 2 billion in 2024, then 2.25 billion in 2027. More than just an application, it has become a real cultural springboard, revolutionizing the way we interact on the web. A tour de force that proves that this platform is much more than a temporary phenomenon, but a driving force in the digital world.

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sources: Digimind

The application with 3.5 billion downloads

The success of the platform is also measured by its downloads. With more than 4.7 billion to date, including 770 million In the first quarter of 2023 alone, it became the most downloaded application in the world. A record that testifies to its unparalleled popularity and its massive adoption across the globe.

A giant without borders

Available in 155 countries And in 75 languages, the platform has established itself as a global hub, attracting audiences from all corners of the world. In the United States, the application saw its number of users increase by 50% since August 2020, peaking at nearly 150 million.

Indonesia and Brazil are not left behind, with respectively around 100 million and 83.33 million of users. In Europe, it counts 150 million active users, and in France, 14.9 million of people connect every month. This massive international reach opens up a field of inexhaustible opportunities for businesses to reach a varied and dynamic audience.

This rapid growth is not only an indicator of its popularity, but also a golden opportunity for brands and businesses of all sizes to connect with a large and engaged audience across the world.

II. Audience - Figures that speak for themselves

Gender balance: almost a 50-50

TikTok breaks stereotypes and celebrates diversity! In October 2023, the platform came close to perfection in terms of gender balance, with a distribution of 49.2% Of women against 50.8% of men. A faithful mirror of society and a true paradise for brands that seek to address all genders in a balanced way.

The dominant age group: 18-44

87% of users belong to the age group of 18 to 44 years. It is the kingdom of young adults and dynamic professionals, an essential demographic pool for brands looking for an active, connected and ready to interact audience. Every day, these users shape trends and dictate the pace, offering businesses a golden opportunity to connect with an audience with considerable buying power and influence.

France on TikTok: a feminine accent

In France, the platform is slightly leaning towards a female audience, with 56% of female users. Add to that that 67% of its audience is in the same vital age group as 18 to 44 years. This creates a rich and promising landscape for businesses seeking to engage a young and feminine audience that is often the decision-maker in consumer trends.

III. Engagement and Content - Where Interaction Reaches New Heights

TikTok, the king of screen time

Users don't just skim through the app; they dive into it passionately. With an average of 95 minutes a day, much more than a simple coffee break. This is equivalent to 26 hours per month, an engagement that greatly exceeds that observed on Snapchat (21 minutes), Twitter (29 minutes), Facebook (49 minutes) and even Instagram (51 minutes). This massive screen time reflects deep interest and ongoing interaction, making this platform the perfect playground to capture attention. For brands, it's the Holy Grail of engagement, an arena where every minute spent is an opportunity to create a lasting and meaningful connection with their audience.

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image sources: BDM

Innovative formats: The recipe for success on TikTok

Here, innovation is key. Vertical videos boost the impressions of 40.1%, while adding subtitles or a call to action propels the views of 55.7%. Contents with varied settings also capture 40.6% more views. These trends are not just statistics; they are a testament to the critical importance of creativity and visual engagement in building a path to success on the platform. For brands and designers, understanding and mastering these keys is not a luxury, but a necessity to stand out and captivate.

Popular interests on TikTok: An intoxicating blend of culture and style

In 2023, the platform shines in various fields: literature, food, sport and beauty. These themes are not only trends, they are windows into the passions and concerns of the public. For businesses, it's more than an opportunity; it's fertile ground to connect with the deep interests of their audience, creating campaigns that resonate and make an impression. By aligning their message with these hot interests, brands can not only maximize their impact but also build authentic and lasting relationships with their audience.

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Outperform your competitors

It's not just one more app, it's a leader. It surpassed giants like Twitter, Telegram, Reddit, Pinterest, and Snapchat in terms of monthly active users, ranking as the 6th social media app in 2021. Its CPM is also more affordable: half cheaper than Instagram, a third cheaper than Twitter, and 62% cheaper than Snapchat. In addition, the application reached one billion users in just one year, a record well beating the 7.7 years it took Facebook.

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sources: BDM

It's not just a platform for sharing videos, it's a real ecosystem where brands can thrive. With its unparalleled screen time, innovative formats, and competitive advertising costs, it has become a must for modern marketing strategies.

IV. Influencers and brands - The new kings of digital marketing

Influencers - Icons with colossal purchasing power

The platform is not only a stage for emerging talent, it is the kingdom of renowned influencers. Globally, celebrities such as Khaby Lame, Charli D'Amelio, Addison Rae, and Bella Poarch reign supreme, while in France, figures such That Akamz, Léa Elui, Berywan Beatbox and Pierre Boo captivate millions of followers.

With 65% Since users rely on online reviews for their purchases, these influencers are not just familiar faces, but real drivers of purchasing decisions. Their impact goes far beyond simple popularity: the presence of an influencer can boost the memory of an advertisement by 27%. These figures highlight the crucial role of influencers in the world of digital marketing, where their influence translates into real and measurable commercial benefits. For brands, joining forces with these new kings of digital marketing means embracing a long-term power of attraction, capable of transforming a simple product into a must-have of the moment.

A mosaic of influencers - Diversity and commitment

The world of influencers is as diverse as it is committed. 50.51% influencers have between 1,000 and 5,000 subscribers, 29.93% between 5,000 and 20,000, and 15.2% between 20,000 and 100,000. With an average global engagement rate of 15.86%, influencers of all sizes play a crucial role in creating trends and mobilizing communities.

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image source: Digimind

Top brands on TikTok - Innovative and connected marketing

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Major brands such as Netflix, NBA, NFL, and RedBull are leading the way globally, while McDonald's France, Caudalie, Carrefour and Fnac Official captivate the French public. These brands have captured the essence of the app: innovation and connection. They understand that 77% of users value brands that launch new challenges, trends or memes, and that 56% feel closer to those who share human and authentic content. Using hashtag challenges generates an advertising reminder 4 times higher, underlining the effectiveness of these interactive strategies.

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Influencers and brands on TikTok don't just follow trends, they create them. Their strategies, combining authenticity and creativity, resonate strongly with a young and committed audience, making fertile ground for impacting and memorable advertising campaigns.

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V. Turnover and valuation - The financial success story

A valuation that defies the imagination

In 2023, the platform transcended its status as a social media star to become a real financial force. Its valuation has exploded, registering a vertiginous rise of 215% to reach $59 billion.

These numbers are not just statistics, they tell the story of a saga of success, a meteoric rise in the digital cosmos. It has redefined its role, going from a video sharing platform to a titan of the digital economy, a key player that is redefining the contours of the business world. Every dollar of its value is a testament to its unprecedented impact, its relentless innovation, and its ability to captivate and convert interactions into concrete results.

It's not just an app, it's a financial phenomenon that continues to surprise and inspire, showing that in the digital world, dreams of greatness can come true

ByteDance, the financial colossus behind the platform

ByteDance, the pillar behind the phenomenon, is rising like a titan among financial giants, posting a staggering valuation of $223.5 billion in 2023. More than just a digital player, this giant is redesigning the landscape of social media and technological innovation, establishing itself as an economic power with a global reach. The meteoric rise of ByteDance is not a fluke, it is the result of a visionary strategy and an unparalleled ability to adapt.

image source: PYMNTS

The trajectory of ByteDance and TikTok is not only impressive, it's iconic. Their financial success sounds like a resounding echo of their influence and relevance in the technological and social media age. These figures reflect exceptional know-how, turning the platform into a beacon for users and a treasure for investors.

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VI. TikTok for marketing - An essential tool for specialists

A remarkable rise in the world of marketing

Having become a mainstay for digital marketers, with a 15% increase in its use among social media professionals year-on-year, the platform proves its growing importance in the marketing world. Alongside Instagram, it is considered to have the greatest growth potential in 2023, with 53% marketers planning to increase their investments in the app. These numbers reveal a clear trend: it is about to become a must in digital marketing strategies.

Major influence on buying decisions and research behaviors

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It not only captivates, but also influences buying decisions. According to Google's senior vice president, 40% young people use this platform or Instagram for their research, especially to choose restaurants, rather than turning to Google Maps or Google search. This trend is supported by the fact that 55% users use it to discover new brands or products. In addition, 49% of users say it influenced their buying decisions, and one in two users bought something after watching a live event on the platform. This clearly demonstrates that it has become a key player not only in creating trends, but also in promoting products and guiding consumer behavior.

TikTok LIVE - A secret weapon for brands

The live format has become a powerful tool for brands, with one in three users considering this platform to be essential to connect with them. That, combined with the phenomenal success of the hashtag #tiktokmademebuyit Who accumulated 83.2 billion views, highlights the direct impact of the platform on consumers' buying decisions.

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TikTok has transcended its status as a simple video sharing platform to become a dynamic and influential marketing tool. For marketers, TikTok offers fertile ground to reach and engage a large and diverse audience, influence buying decisions, and create innovative and memorable advertising campaigns.

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VII. Advertising and ROI - A revolution in digital marketing

Breathtaking global advertising reach

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On this platform, ads are not just visible, they are omnipresent. Advertisers have the ability to reach more than 1.081 billion users adults every month, including approximately 885 million over 18 years of age. This represents 21.30% global adult Internet users. These numbers are not trivial, they paint a picture of unparalleled advertising influence, offering brands an unparalleled platform to launch their advertising campaigns on a global scale. Here, each advertisement has the potential to become a phenomenon, a unique opportunity for brands to project themselves on the international scene, to capture attention and to transform it into concrete results. This global advertising reach is not only impressive, it is revolutionary, redefining the rules of the game in the world of digital marketing.

Ads that inspire and engage

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TikTok ads have a unique power: 72% of users find them inspiring. It's not just about attention, it's about impact. TikTok users are twice as likely to recommend a product or service discovered on the app compared to those on other platforms. This level of engagement highlights the effectiveness of TikTok as an advertising channel, capable of not only reaching, but also convincing and converting.

A predominance in the Middle East

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The ads on the platform are particularly successful in the Middle East. In countries like the United Arab Emirates, Saudi Arabia, Saudi Arabia, Kuwait, Kuwait, Qatar, and Iraq, they reach the largest number of adult users. This reveals the strategic importance of these markets for brands looking to expand their influence in this dynamic region.

A significant return on investment for businesses

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In France, 70% of companies present on the platform say that it has allowed them to expand their customer base. This clearly demonstrates that the platform is not only an entertainment space, but a powerful commercial lever, capable of generating a significant return on investment and helping businesses grow and prosper.

The advertising effectiveness of the platform, combined with its impressive return on investment, makes it a must for modern brands. With its ability to inspire, engage, and convert, it is redefining the rules of the game in the world of digital marketing, offering businesses of all sizes a unique opportunity to connect with a global audience.

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image source: Keitaro Blog

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The new digital marketing playground

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Through this exploration of key statistics, one thing is clear: in 2024, this platform is much more than just an entertainment space. It has become a strategic hub for brands, offering unprecedented potential for engagement, creativity and return on investment. For businesses looking to connect with an engaged and diverse audience, it's not just an option, it's a necessity. As the digital landscape continues to evolve, the platform stands out as a catalyst for growth, innovation, and success.