In just some years, TikTok has gone from a viral app for teenagers to a cultural and industrial powerhouse, shaping every part from trend tendencies and music charts to how folks store and search.
And as somebody who has been creating and consuming since earlier than it was merged with Musical.ly, I understand how useful TikTok will be for each manufacturers and creators.
Now that the platform is maturing, TikTok’s need-to-know numbers have shifted dramatically.
So on this roundup, we’ve pulled collectively the important TikTok statistics you have to know in 2025 — whether or not you are constructing a model, planning your subsequent marketing campaign, or simply making an attempt to maintain up with what’s really engaged on the platform.
TikTok person demographics present a younger and rising viewers
TikTok’s early progress might have cooled off, however it’s nonetheless gaining new customers all over the world, particularly in areas the place mobile-first platforms thrive. And whereas it’s not simply for teenagers, TikTok stays the go-to app for youthful customers trying to discover, join, and share what they love.
TikTok has 1.59 billion month-to-month energetic customers
TikTok’s month-to-month energetic person base hit 1.59 billion globally in early 2025, solidifying its place as one of many high social platforms on the earth, proper up there with Instagram and YouTube. It’s anticipated to achieve 1.9 billion customers in 2029.
That progress is much more spectacular once you bear in mind how new TikTok nonetheless is. It began as a video app focused in direction of Gen Z, however it’s shortly grown right into a platform the place all types of individuals — creators, manufacturers, and communities alike — present up, join, and construct actual momentum.
TikTok’s world viewers leans barely male
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Be aware: The information we now have entry to, solely included binary gender choices (female and male). No further gender identities had been captured or reported.
As of February 2025, 55.7% of TikTok customers are male, whereas 44.3% are feminine. It is a useful element to remember, particularly in the event you’re tailoring content material for a selected group or noticing variations in what’s touchdown together with your viewers.
Practically 70% of TikTok’s person base is beneath 35
TikTok remains to be very a lot a youth-driven platform, and there’s no debate about it. Practically 7 in 10 customers globally are between 18 and 34 years outdated. The most important particular person segments are males aged 25–34 (20.7%) and 18–24 (16.6%), adopted intently by ladies aged 25–34 (14.6%) and 18–24 (14.1%).
That peek into the typical person explains so much about TikTok’s tradition: quick, playful, stuffed with in-jokes and tendencies that come and go in a single day. From trending sounds to area of interest memes, TikTok strikes on the velocity of its youngest customers — and that’s an enormous a part of why it’s so influential.
Extra Gen Zers flip to TikTok for discovery than Instagram
Instagram should high the listing of the most-used social media platforms amongst Gen Z, however TikTok has develop into their high vacation spot for discovery. Whether or not they’re searching for a brand new product, a distinct segment neighborhood, or a breaking information replace, Gen Z depends extra on TikTok than every other app.
In actual fact, 77% of Gen Z say they use TikTok to find new merchandise, and 63% use it to maintain up with the information, each increased than every other platform.
That behavior of utilizing TikTok to discover issues — not simply scroll — is what makes the platform so highly effective for creators and companies alike.
The USA has probably the most TikTok customers
As of February 2025, the U.S. leads worldwide in TikTok utilization, with 135.79 million customers. That’s practically one in two American adults utilizing the app often. Following shut behind are Indonesia (107.7 million) and Brazil (91.75 million), displaying simply how world TikTok’s attain has develop into.
Whereas the U.S. continues to dominate in complete customers, lots of TikTok’s most engaged communities are rising from international locations in Asia, the Center East, and Latin America — a sign that probably the most influential TikTok communities aren’t simply within the U.S., they’re in every single place.
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It’s additionally important to put the present state of TikTok in relation to the U.S. authorities into the context of the information we see right here — a lot of it could change as soon as an settlement has been reached. Study extra right here.
The UAE and Malaysia are among the many international locations with the best TikTok adoption charge
In locations the place telephones are the first approach folks entry the web, TikTok is as a lot part of each day life as calling or texting.
And its recognition isn’t simply excessive — in some international locations, it’s off the charts. In Saudi Arabia (133.7%), the UAE (118.5%), and Malaysia (108.7%), TikTok’s person numbers surpass 100% of the grownup inhabitants. This accounts for customers with a number of accounts and excessive adoption throughout age teams.
Different international locations additionally present putting adoption charges:
- Vietnam: 94.5%
- Thailand: 91.5%
- Chile: 88.7%
- Mexico: 87.7%
- Indonesia: 82.5%
And within the U.S., TikTok reaches 120.5 million folks — roughly 50.6% of the grownup inhabitants.
South-Japanese Asia is the area with the best variety of customers
TikTok’s world footprint appears to be like totally different relying on the place you zoom in. As of early 2025, South-Japanese Asia had the biggest share of TikTok’s promoting viewers, with 298 million customers — that’s 18.7% of the worldwide complete.
Right here’s how different world areas examine when it comes to energetic customers:
- Southern America: 228 million (14.3%)
- Western Asia: 154 million (9.7%)
- Northern America: 149 million (9.3%)
- Southern Asia: 119 million (7.5%)
- Central America: 114 million (7.1%)
- Japanese Europe: 109 million (6.8%)
- Northern Africa: 90.9 million (5.7%)
- Western Europe: 57.5 million (3.6%)
- Southern Europe: 54.3 million (3.4%)
- Japanese Asia: 42.6 million (2.7%)
- Western Africa: 41.5 million (2.6%)
- Northern Europe: 37.2 million (2.3%)
- Japanese Africa: 21.9 million (1.4%)
- Southern Africa: 23.4 million (1.5%)
- Central Asia: 18.2 million (1.1%)
- Caribbean: 14 million (0.9%)
- Center Africa: 11.6 million (0.7%)
- Oceania: 10 million (0.6%)
Should you’re trying to attain new audiences, these areas could possibly be your subsequent greatest wager.
TikTok is probably the most quickly adopted connection in Buffer
TikTok has grown since we added it to our listing of platforms you’ll be able to connect with in June 2022, from 779 connections in its first month to 276K connections by the tip of 2024.
After all, figuring out who’s on TikTok is only one a part of the image. To essentially develop, it helps to grasp how folks use the app and what sorts of content material they stick round for.
How customers behave on TikTok
The best way customers behave on TikTok tells us every part we have to find out about its affect: folks spend hours on the app each day, they usually’re not simply watching movies — they’re sharing, purchasing, and fascinating.
Let’s break down what TikTok customers are literally doing on the platform.
TikTok customers spend a mean of 95 minutes each day on the app
TikTok customers love spending time on the app. Customers common 34 hours monthly and a mean of 95 minutes each day on the platform, greater than every other social community by an extended shot.
The For You web page, personalised discovery, and short-form storytelling make it extremely addictive — and extremely efficient at holding consideration.
45% of Gen Z TikTok customers have shared a video with pals within the final month
TikTok content material doesn’t simply stay on TikTok. Practically half of Gen Z customers (45%) say they’ve shared a TikTok video with pals up to now month, up from 37% in 2020.
Should you’re a creator or model, that is your signal to create content material that sparks a response. Suppose “ship this to a good friend”, not simply “like and comply with.”
Half of all TikTok customers have made a purchase order after watching a TikTok Dwell
Based on TikTok, 50% of customers have made a purchase order after watching a TikTok Dwell.
It is smart: Lives really feel actual and in-the-moment. You may arrange real-time product demos, present sincere reactions, and generate the form of hype that makes folks need to seize one thing proper now.
Should you’re launching a product, teaming up with a creator, or simply making an attempt to construct buzz, going Dwell could possibly be the additional push that will get your viewers to take motion.
TikTok is 150% higher at convincing customers to strive a services or products
Based on analysis from Materials and TikTok, the platform is 150% more practical at getting customers to strive a services or products in comparison with different social networks.
That’s largely as a result of TikTok doesn’t really feel like conventional promoting or Google advertisements. It’s natural, typically creator-led, and constructed on belief. Whether or not it’s a GRWM, a “TikTok made me purchase it” second, or a fast product demo within the feedback, the content material feels private, and that makes it extra persuasive.
Customers are twice as prone to suggest a product found on TikTok
When folks discover one thing they love on TikTok, they discuss it — and never simply within the feedback. Based on TikTok and Materials, customers are twice as prone to suggest a product they found on TikTok than one they discovered wherever else.
That form of real buzz provides each video the potential to go additional than anticipated, in attain and actual affect.
Tutorials are TikTok’s most-watched content material — 62% of customers desire them
An Adobe Specific research discovered that 62% of TikTok customers say tutorials are their favourite movies, beating out services or products opinions (39%) and private tales (38%).
Whether or not it’s a 30-second hack or a five-minute deep dive, “how-to” content material faucets into TikTok’s scroll-to-learn tradition and routinely earns the best completion and share charges.
For manufacturers and creators, the takeaway is easy: educate first, promote second. Packaging your experience into fast, actionable classes remains to be the quickest path to the For You Web page.
76% of TikTok customers need a mixture of pictures and video of their feed
TikTok could also be video-first, however customers don’t need solely video. The platform’s 2025 What’s Subsequent development report reveals that 76% of customers say they get pleasure from each kinds of content material.
For creators, that’s a inexperienced mild to experiment. A photograph-led day within the life submit or image-based listing of ideas particular to your area of interest is perhaps simply as scroll-stopping as a video.
68% of TikTok customers count on manufacturers to mine the feedback for insights
TikTok customers don’t simply learn the feedback — they deal with them like a part of the content material. They usually count on manufacturers to do the identical.
68% of customers say that manufacturers ought to pay extra consideration to what individuals are saying within the feedback as a result of they’re sharing suggestions, asking questions, and producing concepts.
Content material and content material efficiency on TikTok
TikTok strikes quick, and the content material that performs nicely adjustments simply as shortly. However some tendencies maintain robust: video remains to be king, single picture posts and carousels are on the rise, and smaller accounts are rising sooner than ever.
This is what the information says about what to submit, how typically, and why it really works.
16,000 TikTok movies are uploaded each minute
Let that sink in: customers are importing greater than 23 million movies per day. That makes TikTok one of many busiest platforms on the market — and signifies that standing out takes extra than simply displaying up.
For creators and types, this stat is a reminder that quantity alone received’t minimize it. Posting steadily issues, however high quality, timing, and creativity are what separate the scroll-stoppers from the background noise.
81% of TikTok customers say the app launched them to one thing they didn’t know they preferred
TikTok isn’t only for stuff you’re already searching for — it’s for stuff you didn’t even know you needed. In actual fact, 81% of customers say the app launched them to a product, subject, or neighborhood they’d by no means looked for earlier than.
That’s a part of what makes TikTok so highly effective: it creates new demand. Lean into the sudden — area of interest hooks, stunning codecs, or missed communities — and also you would possibly catch consideration from individuals who didn’t even know you existed yesterday.
The optimum posting frequency on TikTok is 1–4 occasions per week
Based on our analysis, the optimum posting frequency is between 1 to 4 occasions per week — and that tempo is working nicely. In actual fact, posting just some high-quality movies per week can outperform each day content material if it’s strategic and related to your viewers.
That mentioned, TikTok’s algorithm rewards consistency. Should you’re trying to develop sooner, ramping as much as 5 or extra posts per week can improve your possibilities of hitting the For You Web page — particularly for newer or smaller accounts nonetheless constructing momentum.
However a very powerful factor is sustainability. If each day posting results in burnout or causes you to begin making filler content material, it’s higher to dial it again and deal with robust, resonant posts.
The most effective time to submit on TikTok is between 3 and 6 p.m.
Our knowledge reveals that posting between 3 and 6 p.m. native time tends to generate the best engagement on TikTok — particularly mid-week. This timeframe seemingly aligns with when customers are ending up college or work and reaching for his or her telephones to scroll, search, and store.
However right here’s the catch: the most effective time to submit varies by viewers. Whereas this 3–6 p.m. window is a useful baseline, your content material would possibly carry out higher at totally different hours relying in your area of interest, area, and followers’ habits.
For probably the most correct perception, verify your TikTok analytics often and experiment with posting occasions to search out your candy spot.
The most effective content material to submit on TikTok is short-form video
On TikTok, short-form video remains to be king — however what you submit issues simply as a lot as the way you submit it.
We discovered that content material sorts like instructional ideas, tutorials, and fast how-tos persistently outperform different codecs on the platform. Suppose snackable insights, visually-led demonstrations, or private tales with a transparent takeaway.
Textual content posts, pictures, and carousels are nonetheless rising on TikTok and may work when used strategically, however video stays the default. If you are going to submit one thing static, deal with it like a visible story — not a recycled Instagram submit.
Backside line: submit video-first, value-led content material that teaches, entertains, or resonates emotionally.
The most effective day to submit on TikTok is Wednesday
Our knowledge reveals that Wednesday is the best-performing day for engagement on TikTok, with the opposite days not far behind.
Wednesday is probably going greatest as a result of it sits on the candy spot between midweek fatigue and weekend anticipation — a time when customers usually tend to be passively scrolling, discovering new content material, and fascinating with posts they won’t see earlier within the week.
That mentioned, your greatest day might differ. At all times monitor your analytics to align together with your particular viewers’s habits.
Longer movies carry out higher on TikTok — particularly between 3 to 10 minutes
Whereas TikTok began with short-form clips, the platform has advanced — and so has person habits. We found that movies between 3 to 10 minutes lengthy now carry out higher than ultra-short ones when it comes to engagement and watch time.
That doesn’t imply each submit must be lengthy. However it does sign a shift: customers are prepared to stay round for content material that gives deeper worth, whether or not that’s an in-depth tutorial, a compelling story, or a multi-part narrative packed right into a single submit.
TikTok now helps uploads as much as half-hour, however most high-performing lengthy movies fall in that 3–10 minute candy spot — lengthy sufficient to interact, brief sufficient to carry consideration.
TikTok’s engagement charge sits at 4.86%
Our engagement research ranks TikTok third total, with a mean engagement charge of 4.86% (behind LinkedIn’s 6.50% and Fb’s 5.07%). Whereas that’s nonetheless forward of YouTube Shorts, Threads, and Instagram, TikTok’s median engagement charge has edged down from 5.14% in January 2024 to 4.56% in January 2025.
We famous three shifts that may clarify this:
- Algorithm tweaks prioritize watch-time and replays over seen interactions equivalent to likes or feedback.
- Heavier short-form video competitors from reels, shorts, and even LinkedIn video.
- Extra polished model content material, which may dilute the uncooked, community-driven really feel that when super-charged engagement.
Give attention to content material that retains viewers watching and sharing — not simply tapping the like button.
Huge accounts get extra views — however that’s not the entire story
Based on Socialinsider, massive accounts persistently get extra likes, feedback, shares, and views per submit. That’s anticipated — extra followers imply extra eyeballs.
Account dimension
Avg. likes / submit
Avg. feedback / submit
Avg. shares / submit
Avg. views / submit
1K–5K
lowest
lowest
lowest
lowest
5K–10K
↑
↑
↑
↑
10K–50K
↑↑
↑↑
↑↑
↑↑
50K–100K
↑↑↑
↑↑↑
↑↑↑
↑↑↑
100K–1 M
highest
highest
highest
highest
However that doesn’t imply smaller accounts can’t win. Whereas huge profiles get the amount, small creators typically win at charges as they get extra engagement per view, sooner progress, and deeper viewers connection.
Smaller TikTok accounts develop sooner than massive ones
Right here’s some encouraging information in the event you’re simply beginning out: accounts with 1K–5K followers are rising 8x sooner than these with over 100K.
Based on Socialinsider, accounts with 1K–5K followers noticed a mean progress charge of 269%, in comparison with simply 33% for accounts with over 100K followers.
The smaller the account, the better it’s to pivot shortly, experiment typically, and join with an viewers on a extra private degree.
Smaller accounts publish extra carousels on TikTok
Carousels are nonetheless a small slice of TikTok content material total — however apparently, smaller accounts use them extra typically than bigger ones. Based on Socialinsider, right here’s how carousel utilization breaks down by account dimension:
- 1K–5K followers: 3.14% of posts
- 5K–10K: 2.17%
- 10K–50K: 2.35%
- 50K–100K: 1.71%
- 100K–1M: 1.49%
This implies that smaller creators could also be extra prepared to experiment with newer or underused codecs, or they could be leaning into static content material as a lower-effort strategy to keep constant.
Both approach, there’s a chance right here. Since most TikTok content material remains to be video, carousels supply a strategy to stand out, particularly when paired with robust storytelling or visible hooks.
Manufacturers and creators on TikTok
Creators are the engine behind TikTok, whether or not they’re filming fast takes from their bedrooms or partnering with world manufacturers. And the excellent news? The platform rewards content material at each degree, from nano to mega.
Right here’s what the newest knowledge tells us about how creators and types join, in addition to what it prices to collaborate successfully.
40% of TikTok customers say a model’s character makes it extra related
Extremely polished content material would possibly look good, however it doesn’t at all times land with TikTok customers. The platform is constructed for content material that feels human: off-the-cuff, a bit scrappy, and stuffed with character.
In TikTok’s 2025 What’s Subsequent development report, 40% of customers say a model’s character is what makes it really feel related on the platform.
Meaning humor, behind-the-scenes moments, and creator-style storytelling go so much additional than a company voice or studio-quality promo. Should you’re displaying up on TikTok, make it human. Character isn’t only a good contact — it’s the factor that makes folks care.
61% of entrepreneurs use TikTok for influencer advertising
TikTok has cemented itself as a core channel within the creator financial system. Hubspot discovered that 61% of entrepreneurs now collaborate with influencers on TikTok, making it the third-most-used influencer platform after Instagram and YouTube.
TikTok nano-influencer posts have an 18% engagement charge on common
Posts from TikTok creators generate vital engagement throughout all kinds of creators, from nano to mega creators, solidly forward of Instagram and YouTube Shorts, in accordance with Grin. Right here’s the way it breaks down:
- Nano influencers (1-10K followers): 18% engagement charge
- Micro influencers (10K-100K followers): 12% engagement charge
- Macro influencers (100K-1M followers): 8% engagement charge
- Mega or superstar influencers (1M+ followers): 4% engagement charge
For manufacturers, this implies TikTok partnerships nonetheless ship robust interplay, particularly when paired with native, story‐pushed content material.
Content material on TikTok can vary in pricing from $50 to $10,000
Modash did the analysis and uncovered ballpark pricing for creators. Earlier than we get into it, observe that this knowledge is particular to North America. And pricing will change from area to area and area of interest to area of interest. However these numbers can act as a place to begin.
Listed below are the numbers for every tier:
- Nano influencers (1-0K followers): $50 to $200
- Micro influencers (10k-100K followers): $200 to $1000
- Mid-tier influencers (100k-500K followers): $1000 to $5000
- Macro influencers (500K -1 M followers): $5000 to $10,000
- Mega or superstar influencers (500K-1M followers): $10,000+
Elements like utilization rights, deliverables, and exclusivity additionally play a task. The most effective partnerships occur when either side are clear about what’s anticipated, and when creators are handled like inventive collaborators, not simply advert area.
What these TikTok statistics imply to your technique in 2025
With greater than 1.5 billion month-to-month customers and a task in every part from leisure to look, TikTok has grown into greater than only a social app. It’s the place folks go to be taught, chuckle, join, and purchase — typically all in the identical scroll.
The information reveals us that:
- Story-driven content material fuels discovery on TikTok and in search
- Content material can (and will) be playful and helpful
- Being small could be a power for creators and the manufacturers that companion with them
However behind these stats is an much more fascinating shift: TikTok is a non-negotiable for creators and types. It’s the place audiences search for solutions, comply with for relatability, and keep for character.
You don’t want to leap on each development or reinvent your self for the algorithm. Present up clearly, persistently, and in a approach that feels unmistakably you.
Let the numbers information you and belief your instincts, lean into your strengths to construct one thing price following.
