TikTok Statistics for Marketers in 2024

TikTok is a relatively new social media platform that has quickly risen to prominence as a marketing tool for brands in the past few years. With the current consumer base consistently expanding, advertisers and businesses are gravitating towards the application as a way to expand their reach, engage consumers, and increase their ROI. For the marketer, it will be very important to know some essential aspects of TikTok in 2024 to help enhance the campaigning.

This article focuses on major TikTok statistics in 2024, positioning TikTok against other social media goliaths, investigating user behavior, and revealing the role of TikTok in marketing Roi. It includes knowing which countries have the most number of users and showcasing the high levels of interaction that the platform garners – all these pieces of information will assist the marketer in building better strategies on TikTok.

However, it is important to remember that even with its breakneck growth curve, TikTok has yet to surpass some of the most popular social networks in terms of the total number of active users. In terms of user penetration, TikTok is expected to achieve 5th place in the international rating of social networks by 2024, surpassing WeChat.

TikTok user numbers are expected to grow to 2.136 billion by 2025, while maintaining its advantage in growth over rivals, including Amazon in the United States. Since its rise in popularity, TikTok has a great chance of ranking even higher in the years to come.

In 2024, global internet users spent an average of 143 minutes per day on social media platforms, reflecting a slight decline from 151 minutes in 2023. A considerable amount of this time is spent on TikTok.

A recent survey shows that in the United States, a significant proportion of the users of social media spend most of their time on TikTok. It also occupies 32% of people’s total time spent on social media, while Instagram and Facebook take 20% each.

In terms of daily usage, the average US user spends approximately 58.4 minutes per day on TikTok in 2024, engaging with or creating video content. For comparison, YouTube users spend an average of 48.7 minutes on the platform.
For brands, this growing time spent on TikTok presents an opportunity to engage users through dynamic video content and in-feed advertisements, increasing visibility and audience interaction.

Since it is clear as to why partnering with TikTok influencers is beneficial, let’s take a closer look at the general ROI for marketing on the application. The recent Statista study reveals that 24% of marketers state TikTok as having the highest ROI in comparison with other social media platforms.

As a result of the analysis of various efficiency indicators, it is possible to state that the company can be considered rather profitable. Surprisingly, here we also look at the brevity in the use of words as well: 51% of marketers consider TikTok to be the best channel for influencer marketing employing brief videos. Instagram Reels is the second on the list with a rating of 29.9% of marketers said it is the one with the best ROI, but 12% of marketers cited YouTube Shorts as the way that generates the most returns.

A separate survey of small business owners revealed that, among companies investing in TikTok ads, 51% have seen a positive ROI and 45% are breaking even on their ad spend.

Given these trends, it is not surprising that a large number of marketers are forecasting a growth in the usage of TikTok. Indeed, 56% of marketers claimed a further increase in spending on TikTok ads and content, which is more than any other social network.

In 2023, TikTok boasted a median engagement rate of 2.63%, outperforming other major social media platforms like Facebook, Instagram, and Twitter. While this highlights the high potential for brands to generate significant engagement through collaborations with TikTok creators, it's important to evaluate each creator's individual engagement rate to ensure effectiveness.

Nano-influencers, with follower counts between 1,000 and 10,000, achieved an impressive average engagement rate of 11.97% in 2023. This is advantageous for brands, as partnering with smaller influencers often involves lower costs while providing access to highly engaged audiences.

However, the success of using TikTok for your brand may also depend on your industry. Certain types of content tend to perform better on the platform, and some industries consistently experience above-average engagement rates.

The industries with the highest engagement rates on TikTok include:

• Higher Education (9.23%)
• Sports (4.43%)
• Food and Beverage (3.95%)
• Travel (3.5%)
• Non-profits (2.85%)
• Financial Services (2.43%)

For brands in these sectors, TikTok presents a valuable opportunity to reach and engage a receptive audience.

By April 2024, Indonesia was one of the countries with the highest number of TikTok users, with about 127 million users active on this platform.

The United States came second with about 121.5 million users actively interacting with TikTok content. Brazil ranked third with almost 101.8 million active users who recently started enjoying short-form videos in the app.

Here is a detailed breakdown of TikTok users by country:

These statistics highlight the global reach of TikTok, with a substantial user base across several countries in Asia, the Americas, and Europe.

Conclusion

In 2024, TikTok has evolved to become relevant for marketers, with strong user engagement, significant return on investment, and fast-growing international usage. Since its adoption is time-consuming due to the repetitive usage of the content, TikTok has more opportunities and allows brands to take advantage of its engaging features like short videos and influencer marketing strategies. TikTok is still steadily growing and as it increases its participatory numbers, especially in its largest demographic and target markets, these marketers are set up for success.