TikTok has become one of the most popular social media platforms in the past two years. In fact, TikTok has transformed itself from a dark horse app into a key contender in the competition for online marketing platforms. If marketers or brands are looking for a platform that can create surprisingly impressive results for advertising campaigns, they may want to consider this short video sharing platform as one of their options. This article will reveal more than 30 interesting statistics and facts about TikTok that marketers or brands need to know before starting an online marketing strategy.
TikTok’s User Base is Immense
And of course, the user base of this popular short video sharing app shows no signs of stopping. This is evident from
Who Uses TikTok?
Understanding the mindset of users and what kind of content resonates with them can help brands decide who the TikTok users are and how to start creating advertising campaigns. Here’s what we know:
- 64% of global users say they can be themselves on TikTok
- 53% of global users say they trust others to be themselves on TikTok
- 56% of TikTok users say that if they post a video on the TikTok platform, they won’t post the same video on other platforms
- On average, 59% of global users say they feel a sense of community (Community) when using TikTok
- 70% of global users say that TikTok is a platform they would like to recommend or tell others about
- 78% of users agree that the best brands on TikTok are brands that share ideas and give viewers the opportunity to participate
- 44% of daily TikTok users want advertising content to be entertaining
Is TikTok Really Pulling Viewers From Other Platforms?
It’s true that TikTok is having an impact on media consumption on other platforms. This is evident from the facts in these statistics:
- 35% of TikTok users say they watch less TV or other video content since starting to use TikTok
- 41% of Gen Z users say they listen to fewer podcasts since starting to use TikTok, and 33% say they watch less TV
- 79% of TikTok users worldwide say that the content on TikTok is interestingly different, and 68% find that advertising content often has a unique or different characteristic from other platforms
- 73% of users worldwide say they feel more connected to brands that give them the opportunity to interact with them on TikTok compared to other platforms
TikTok Users Are Highly Engaged With Content
If we just count the engagement metrics on TikTok, it can be said that TikTok is a platform that can generate the highest engagement. This is evident from the following statistics:
- 84% of TikTok users say they find content that is easy to access on the platform
- 77% of users worldwide say they read comments on posts and videos on TikTok
- 10.85 minutes is the average viewing time, making TikTok the social media app with the highest engagement value
What Do TikTok Users Spend Their Time Doing?
According to the “Time Well Spent” study on TikTok by Kantar, TikTok users want to receive entertainment, knowledge or tips, and inspiration. This is evident from the following statistics:
- 71% watch videos on TikTok
- 69% spend time choosing other creators to follow
- 60% use TikTok to find new recipes and DIY clips
- 59% use TikTok to keep up with current trends
TikTok is Not a Place, But “People”
TikTok is a great platform for families and friends to collaborate on creating works that create entertainment and create new trends. Here’s what we know:
- 67% of TikTok users share videos
- 66% of TikTok users participate in hashtag campaigns on TikTok with family and friends
- 65% participate in prank clip trends
- 61% interact with friends in real life
- 57% use TikTok to practice dancing
TikTok is Suitable for Advertising Campaigns for Brands
Is TikTok a suitable space for brands to allocate budgets for creating advertising campaigns? Let’s consider the following statistics:
- The average ROAS of advertising campaigns on TikTok is twice the standard
- Advertising campaigns created on TikTok by creators have a 65% higher view-through rate after 2 seconds, according to First-Party Meta Analysis and Third Party Research
- Advertising campaigns that are entertaining or funny increase ad viewership from the beginning to the end by as much as 24%
- Ad recall increases by more than 24% for campaign advertising content created by creators who are proficient in using the TikTok platform
- Conversion rates increase by as much as 312% if the video clip resolution is higher than 720p or higher
TikTok is one of the platforms worth considering for creating advertising campaigns for marketers or brands today. It’s not just a trendy fashion or fringe platform anymore. In 2022, TikTok has become one of the mainstream platforms that plays an important role in the online marketing industry. For marketers or brands who want to succeed in sales, don’t forget to use TikTok as one of the starting platforms for online marketing strategies.
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