Unless you’ve been living under a rock, it’s hard to ignore the flurry of news surrounding this highly popular app. For anyone who’s spent even a short time on TikTok, you know it’s downright addictive and gaining incredible momentum. As of late 2024, TikTok boasts over 1.6 billion monthly active users globally, surpassing Instagram, which currently has 1.4 billion users. Keep in mind, Facebook and Instagram took nearly a decade to grow to similar user bases. Fascinating data—now let’s dive into why TikTok is a valuable marketing tool for businesses.
What is TikTok?
TikTok is a social networking app launched in 2016. It has since amassed a massive following and is now available in over 150 countries. The app has been downloaded more than 4 billion times, making it one of the most downloaded apps globally.
Content creators and influencers continue to flock to TikTok. It’s now experimenting with subscription-based services for its most popular influencers’ feeds. This feature, currently in a limited rollout, is expected to expand further.
On TikTok, creators can leverage a wide range of filters, effects, text overlays, and music from all genres—whether pop, classical, or rap. Popular video categories include short comedy clips, trending dances, skits, educational videos, and even lip-syncing.
Businesses are increasingly recognizing TikTok’s potential to transform brand communication, event promotion, and community engagement. TikTok’s unique format has reshaped how brands connect with their audiences in real-time, fostering deeper engagement and visibility.
Who Uses TikTok the Most?
TikTok’s user base is growing across all age groups, making it more versatile than ever. While 43% of its active users are between 18 and 24 years old, a significant portion of its audience spans other age groups:
- 32% are aged 25-34
- 14% are aged 35-44
- Users aged 45 and older now represent over 10% of TikTok’s audience and are steadily growing.
Interestingly, the platform has achieved near parity in gender distribution: 53% of users are female, and 47% are male globally.
In terms of usage, TikTok is unmatched for engagement. U.S. adult users now spend an average of 55 minutes per day on the app, making it the most engaging social media platform. Globally, the app’s average session length is 11 minutes, far surpassing its competitors.
With the platform influencing 74% of consumer purchase decisions globally, businesses must take note. Gen Z and Millennials in particular have demonstrated a strong preference for TikTok, with their combined buying power exceeding $400 billion annually.
TikTok for Business
Due to its widespread appeal and innovative ad formats, TikTok offers unparalleled opportunities for businesses. Its centralized platform, TikTok for Business, provides tools like an e-learning center to help brands create effective campaigns, analyze data, and set budgets.
Types of TikTok ads include:
- In-Feed Ads: Appear on users’ For You pages and support CTAs for driving engagement and conversions.
- TopView Ads: Full-screen ads displayed when users open the app, ideal for high-impact campaigns.
- Branded Mission: Crowdsource authentic content from creators on TikTok, boost top-performing videos as ads, and drive brand equity.
- Branded Effects: Use AR and 3D effects to integrate products into users’ videos.
- Spark Ads: Boosted videos — your own, creator-made, or ones that mention your brand.
- TikTok Promote: Like Spark Ads; Amplify organic video content right in the TikTok platform.
TikTok’s evolving features and algorithms prioritize user feedback, ensuring a user-friendly experience and opportunities for advertisers to thrive.
Conclusion
As TikTok continues to grow its user base and influence across generations, it’s become a must-have platform for businesses looking to connect authentically with audiences. Whether your goal is to raise awareness, increase engagement, or boost conversions, TikTok’s dynamic ecosystem offers the tools and audience to make it happen.
TikTok isn’t just a platform—it’s a culture, and it’s time for your business to join the conversation. Need help getting started? Contact us here.
