After finding increased success amidst the coronavirus lockdown last year, TikTok’s upward growth trend is expected to continue in 2021. Despite the controversies it faced regarding data privacy, the app is still going strong. For marketers, TikTok is more than a platform to create and share short video contents. Instead, it is a golden digital marketing opportunity.
Here are 10 TikTok statistics that all digital marketers need to know:
- TikTok’s global monthly active users is expected to reach new heights in 2021.
- TikTok is the most downloaded app of 2020.
- TikTok users spend a lot of time on the app.
- Over 60% of TikTok users are Gen Zs.
- The app has a very high engagement rate.
- TikTok goes international.
- TikTok has become part of its users’ necessity.
- The platform offers a high ROI.
- The views are growing.
- TikTok ads’ prices vary.
1. TikTok’s global monthly active users is expected to reach new heights in 2021.
With the continued growth of “at-home” activities in 2021, App Annie predicts the app to reach the 1 billion monthly active user mark anytime this year, joining Facebook, Instagram, Messenger, WhatsApp, Youtube and WeChat.
Looking at the app’s current 800 million active monthly active users, App Annie even predicted the app to ride past the 1 billion milestone and reach a whopping 1.2 billion average monthly active users.
2. TikTok is the most downloaded app of 2020.
Not much to our surprise, the app has been downloaded over 2.6 billion times worldwide. In fact, it generated 80% more downloads in the first half of 2020 compared to the whole year of 2019.
In Singapore itself, the app saw an estimated 1.04 million new downloads in the first half of last year.
3. TikTok users spend a lot of time on the app.
According to BusinessofApps, TikTok users spend on average 52 minutes of their time on a daily basis. That’s more than Facebook (38 minutes) and close to one of the hottest social media apps in the market right now, Instagram (53 minutes).
A new study by The Verge even found that younger people ages 4 to 15 spend an average of 80 minutes on the app daily.
4. Over 60% of TikTok users are Gen Zs.
If your business targets a younger demographic, TikTok is definitely a must to have as part of your marketing strategy. In terms of gender on the other hand, the app is almost as popular in both genders, skewing 60% of female and 40% of male (Hootsuite).
5. The app has a very high engagement rate.
The average engagement rate on TikTok is around 17.5% in 2020. This number is a lot higher than Instagram’s average engagement rate of 4.7%.
Unlike a lot of social media platforms, TikTok’s average engagement rate does not increase as the number of followers increase.
Here’s a detailed breakdown on TikTok’s average engagement rate for accounts with different numbers of followers (HypeAuditor):
- 1,000 to 5,000 followers – 21.10%
- 5,000 to 20,000 followers – 18.40%
- 20,000 to 100,000 followers – 15.64%
- 100,000 to 500,000 followers – 15.53%
- 500,000 to 1,000,000 followers – 17.02%
- 1,000,000+ followers – 17.28%
6. TikTok goes international.
TikTok is currently available in 155 countries, in 75 languages, according to Apptrace. This means you can reach audiences in that many countries at the same time!
We know that’s not all countries in the world, but it’s probably quite likely that your target audience is located in some, or at least one of these countries.
7. TikTok has become part of its users’ necessity.
While 75% of apps are only accessed once before being forgotten by their users, TikTok fortunately falls on the other 25% of the breakdown.
In fact, 90% of all TikTok users access the app on a daily basis. Not only that, TikTok users are also extremely active. A study by Globalwebindex in 2019 observed that 68% of TikTok users watch someone else’s content, while 55% upload their own.
If that data is collected in 2019, can you imagine how much higher the number is in 2020? And what about 2021?
8. The platform offers a high ROI.
TikTok guarantees five million daily impressions for brand takeover ads.
And what are brand takeover ads? They appear as soon as a user opens the app. According to Ad Age, these advertising placements cost around $50,000 a day. You won’t have to worry about competing with anyone, as TikTok only allows one advertiser to place a brand takeover ad in a day.
9. The views are growing.
Within a year of its development, TikTok reached a milestone of having more than 1 million views daily. If data is attained by Influencer Marketing Hub in 2018, what do you think is the number of daily views now?
10. TikTok ads’ prices vary.
Similar to Facebook Ads, advertisers can either set a daily or all time budget cap for TikTok’s self-service ads platform.
The minimum that you can spend is $50, which is the ad group level. Here is a more detailed breakdown of the ad formats and its corresponding prices, according to Ad Age:
- In-Feed Video: $25,000 minimum per campaign with $30,000 daily maximum.
- Brand Takeover: $50,000 per day.
- Hashtag Challenge: $150,000 for six days.
- Branded Lenses: $80,000 – $120,000
Are you ready to jump on the TikTok bandwagon now? Considering its adoption growth rate, it can be biggest social media platform before we know it.
If you are now considering to adopt TikTok into your marketing strategy, it is recommended for you to first decide whether the platform is right for you. This means looking over your target market, as well as the nature of your business and the goods or services you are offering.
Once you are sure that the platform is right for you, you can then go ahead and get started with drafting your TikTok marketing strategy.