Unless you’ve been living under a rock, you know that TikTok is one of the fastest-growing social media platforms in the world. This explosive growth has meant many things with regards to the changing media landscape, but it’s also meant significant changes to TikTok itself.
TikTok’s demographics have evolved, with older generations checking out the app to see what it’s all about, and celebrities using it to expand their personal brands. New content trends have developed, with topics like comedy, DIY/tutorials, and social causes growing rapidly. All of these combined have changed how brands have worked to integrate, particularly in relation to where TikTok stands compared to the other popular social networks.
We’ve written about TikTok extensively at NoGood, covering TikTok Marketing Strategy, TikTok for Business, and the Best Brands on TikTok. Now, let’s look at some data. Here are the nine TikTok stats you need to know in 2020.
1. 74.1% of US TikTok Users are Age 25 or Older
While once stereotyped as a mindless app for Gen Z to dance and lip-sync to their favorite songs, TikTok has expanded well beyond that. Don’t get us wrong, those videos still exist by the millions, but the growth of TikTok has resulted in the growth of several new trends in the types of content that people are creating.
New verticals have exploded in popularity across the platform, such as cooking, beauty & fashion, DIY & craft, and comedy. Even celebrities have started getting involved, with stars such as Kevin Hart, Britney Spears, Will Smith, and Lizzo all becoming active users within the TikTok community. The latter has undoubtedly has helped grow the platform, with users signing up to see the latest updates from their favorite personalities. Still, the former has inspired countless content creators to either get started or shift from a previous platform (Vine, YouTube, and Instagram) over to TikTok.
2. 51.8% of TikTok Users Are Making More Than $75,000
Arguably the biggest appeal of TikTok as a marketing platform is the ability to reach Gen Z at scale. While that age bracket is coveted for their ability to set trends, the risk is that they don’t have the buying power to justify substantial investment in marketing spend. Who cares if someone thinks a brand is cool if they don’t have the money to purchase it?
However, as mentioned above, the platform’s changing demographics show that’s not the case on TikTok. Brands can essentially get the best of both worlds – engage the Gen Z trendsetters with a fun challenge, and have them spread the word to the more affluent audience.
3. In March 2020, TikTok Saw a Big Uptick in Searches, Exceeding its Rival Snapchat
Social media has long been a copycat game. When a new network grows in popularity because of a unique feature, a company like Facebook (ok, usually Facebook) will either attempt to buy the company or develop a nearly identical feature for its own platform. We saw this happen with Snapchat’s Stories, where users’ posts would only be public for 24 hours. After Snapchat turned down Facebook’s $3 Billion offer, Facebook developed that same capability for both Instagram and Facebook. Even Twitter is working to create something similar.
This meant that Snapchat’s primary differentiator in the market was being the dominant platform for short-form, full-screen vertical video. However, it appears they may be losing that battle as well, as TikTok has surged past them in search volume. While the two platforms are different in many ways, particularly when it comes to discovering new content, the current trend shows TikTok is now undoubtedly a force in the social media landscape.
4. TikTok Has Been Downloaded Over 2 Billion Times Worldwide
To put this into context, according to Statista, there are approximately 3.5 Billion smartphones worldwide. While a download doesn’t necessarily mean an active user (that number is closer to 800 million), this astonishing number still means that over half of all smartphones have checked out the app.
5. In the Past 6 Months, TikTok Saw a 74% Increase in Downloads Worldwide
While the recent lockdowns have certainly provided a short term boost, TikTok has been a growing force in the social media landscape for a while. The app has been driving over 100 million downloads every quarter since Q1 of 2018, though it is worth noting that Q1 of 2020 has been the highest, with 315 million downloads.
6. 90% of TikTok’s Users Use the App Daily, Compared to 63% of Instagram’s
For any app (or really any business in general), growing your user base is priority #1. However, acquisition is only part of the battle. 25% of apps are downloaded, opened once, and then never used again. Retention and engagement are the proof that what you’ve built is really loved by your customers.
This number isn’t gamed either. There are no specific incentives for users to open the app every day besides it being a part of their daily routine that they enjoy.
7. The Daily Average Time on TikTok is Almost Double Compared to Time on Instagram
Not only is TikTok being checked more frequently, but users are spending more time within the app as well. Part of this, of course, is a result of the different levels of content creation. Even if you’re adjusting color contrasts and filters, it doesn’t take more than a few minutes to post an Instagram or Instagram Story. Creating a TikTok requires a bit of a time commitment, from planning your video to shooting it (often multiple takes)and then editing it.
It’s also worth noting that TikTok has arguably a better platform and algorithm for discovering new content too. Their “For You” section is the open screen of the app, meaning the first thing you see isn’t content from the people you follow, but from other content creators that TikTok thinks you’d enjoy. Compare that to Instagram where you need to navigate to the Discover tab using the icon along the bottom. Not that it’s particularly challenging to find, but it does create a vastly different user experience. On Instagram, users need to go out of their way to find new content, versus TikTok users, who expect to see something completely new every time they open the app.
8. As of April 2020, TikTok is the Second Most Downloaded App
It’s impressive enough for TikTok to be ahead of the full suite of Facebook properties (Facebook, Instagram, Messenger, and WhatsApp), the full suite of Google Apps (Hangouts Meet, YouTube, Google Classroom, etc), and entertainment giants like Netflix.
The only app ahead of TikTok has been ZOOM. Many workers were essentially “forced” to download in order to maintain workplace communication as a result of new remote work arrangements. That means that during the COVID-19 lockdown, when users had a choice to download any app for their own personal use and entertainment, more chose TikTok than any other app in the world.
9. TikTok’s Positive Reviews Volume Increased by 91% in March and April Compared to January & February
Once an app reaches a certain level of fame and popularity, its app store rating doesn’t really matter. That said, beyond the obvious fact that positive reviews are always better than negative, this stat shows a potentially important trend.
As mentioned, the COVID-19 lockdowns have driven a lot of new people to check out the app. While some may delete the app once life returns to normal, these reviews show that many of these new users are not just tourists but also passionate users of the app.
All these stats reflect the same overall theme – TikTok is no longer just a fad, but a prominent player within the media landscape. How long this lasts and how it develops in the future remains to be seen, but the fact remains that TikTok can no longer be ignored, and marketers need to take notice.
Speaking of marketers taking notice, NoGood is on TikTok! For marketing tips, tool suggestions, and occasional fun, give us a follow!