TikTok’s recognition within the UK is exploding—and it’s not simply Gen Z anymore. With an more and more numerous consumer base and a singular model of content material consumption, TikTok calls for an knowledgeable strategy from manufacturers.
Uncover the newest TikTok statistics for the UK right here. You’ll study key metrics, demographic insights, utilization tendencies and benchmarks that can assist you keep forward in 2025.
Key UK TikTok utilization statistics
TikTok’s consumer base—and the way in which individuals use the community—is evolving quick. Right here’s an outline of how persons are utilizing TikTok in 2025.
What number of TikTok customers are there within the UK?
As of early 2025, TikTok has round 24.8 million lively customers within the UK—up from 16 million in 2024. That’s a 55% year-over-year improve, signaling speedy progress and deeper platform adoption throughout generations.
In different phrases, TikTok is rising quickly.
How a lot time do UK customers spend on TikTok?
UK customers spend a mean of 49 hours and 29 minutes monthly on TikTok.
That’s not only a large deal, however all the following:
- Greater than double the typical time UK customers spend on Instagram
- Properly above the worldwide common of 34 hours of TikTok utilization
- Extra time spent than on another app within the UK
It might not have the most important consumer base, however TikTok is by far the UK’s hottest social media platform with regards to day by day use.
How many individuals have downloaded TikTok globally?
Customers downloaded TikTok greater than another app globally in 2024, racking up 773 million downloads and surpassing 5 billion whole downloads since its launch.
The UK hasn’t launched actual figures, however TikTok ranks because the nation’s seventh most downloaded app and essentially the most downloaded social media platform. Mixed with knowledge exhibiting that UK customers interact with the platform at above-average charges, it’s clear the UK is punching nicely above its weight on TikTok.
What number of TikToks are posted day by day?
Every day, 34 million TikTok movies are posted on the social community. To match, Instagram customers add roughly 95 million posts per day. Instagram’s consumer base is just 63% bigger than TikTok’s, but there are thrice as many day by day posts.
This means that whereas TikTok utilization is excessive, most customers are simply scrolling, not posting. That is excellent news for entrepreneurs. A excessive consumer-to-creator ratio means branded content material has a greater probability of chopping via to achieve extra viewers with much less noise from different creators.
Who makes use of TikTok within the UK? 2025 demographics
Let’s take a more in-depth take a look at key demographics.
Spoiler alert: they’re not what you suppose.
Gender distribution
In 2025, TikTok’s consumer base within the UK skews feminine—66.25% of TikTok customers are feminine, whereas 33.75% are male. This wasn’t at all times the case. In January 2023, the social media platform had a roughly 50:50 cut up. Extra lately, the social community has develop into extra female-dominated.
Age brackets
Whereas Gen Z nonetheless makes up the majority of TikTok’s consumer base, older millennials, Gen X and Child Boomers are regularly adopting the platform.
Right here’s a breakdown of TikTok use by age group:
- 25–34 years: 31.8% of customers
- 18–24 years: 24.4% of customers
- 35–49 years: 19.5% of customers
- 45–54 years: 12.9% of customers
- 55+ years: 11.4% of customers
With over 40% of TikTok’s consumer base now over the age of 35, it’s time to retire the stereotype of lip syncing 13-year-olds and dancing. TikTok is now a completely fledged social community with a wholesome mixture of customers from all age teams.
Regional penetration
Knowledge on TikTok’s regional penetration is scarce, however it’s doubtless that main cities like London, Manchester, Birmingham and Liverpool, in addition to scholar cities like Cambridge, are more likely to have greater ranges of TikTok uptake.
The place there are youthful individuals, TikTok use will doubtless be greater.
9 important TikTok advertising and marketing statistics for UK manufacturers
When you’re trying to embrace TikTok in your digital advertising and marketing technique in 2025, listed below are some key TikTok statistics to bear in mind.
1. Common TikTok classes
TikTok is pushed by aesthetics and visible storytelling. It’s no shock that merchandise with robust visible attraction—or these whose profit will be demonstrated on digicam—are inclined to carry out finest.
Listed below are some product classes that do nicely on TikTok.
Client packaged items (CPG)
CPG are on a regular basis merchandise that promote rapidly at a low value. Assume meals, drinks, toiletries, magnificence and make-up merchandise and home goods. They’re grab-and-go necessities that customers have to restock repeatedly.
Listed below are some fascinating findings:
Vogue
Supply: TikTok
Unsurprisingly, TikTok is changing into the highest social media platform for style. This can be a gold rush for manufacturers whose audience is in a youthful age group.
Try some stats:
Expertise and electronics
Tech or electronics manufacturers with merchandise you possibly can maintain in your hand do nicely on TikTok. Software program manufacturers, or manufacturers with a digital product that isn’t simply displayed, might not get the most effective outcomes.
Supply: TikTok
Check out a few success tales:
- Lenovo achieved an 11.9% raise in model consciousness via creator-driven TikTok campaigns.
- Nikon led an revolutionary co-creation-centred TikTok marketing campaign that achieved a 17% bump in model consciousness.
2. Engagement charge by content material sort
TikTok content material is available in varied codecs, every with its personal engagement benchmarks.
Brief-form movies
With brief movies of round 15-60 seconds, count on an engagement charge of round 3.3%. These are additionally more likely to come back up on new customers’ For You web page (FYP).
The sort of content material can be excessive in demand. The 2024 Sprout Social Content material Technique Report discovered that customers who work together with manufacturers on TikTok largely doubtless interact with short-form movies, starting from 15-60 seconds lengthy.
Supply: TikTok
TikTok Reside
For these stay broadcasts the place creators work together with their viewers in actual time, count on an engagement charge starting from 5%-16%.
Reside video provides your model a stage, so make it definitely worth the scroll. In keeping with the 2024 Sprout Social Content material Technique Report, 91% of social followers say manufacturing worth retains them engaged. However when content material feels repetitive or uninspired, they’re fast to unfollow.ALT TEXT:
Supply: TikTok
Photograph mode posts
Much like Instagram Carousel-style posts that show a number of scrollable images. TikTok doesn’t seem to publish Photograph Mode knowledge, but when movies are 3.3%, count on Photograph Mode posts to be barely decrease.
Supply: TikTok
3. Main content material creators on TikTok UK
If cracking the TikTok algorithm is a problem, influencer advertising and marketing can assist you attain your audience.
Listed below are some high UK TikTok creators you possibly can faucet for collaborations.
1. tatheerfatemah
Supply: TikTok
- Followers: 139.2K
- Subjects: Vogue, make-up
Tat’heer is a macro TikTok influencer who focuses on magnificence and make-up. She’s additionally candid concerning the challenges she’s confronted as a hijabi and WOC within the style business. Tat’heer works with magnificence and make-up manufacturers.
2. jeremylynch
- Followers: 27M
- Subjects: Sports activities, way of life, comedy
Jeremy makes comedic content material, particularly associated to soccer and gaming. He’s labored with manufacturers like Purple Bull and varied e-sports manufacturers.
3. rhia.official
- Followers: 18M
- Subjects: Toys, ASMR, TV streaming
Rhia makes playful “unboxing” and ASMR content material. She largely works with youngsters’ toy manufacturers, however she’s additionally labored with Netflix and Disney+.
4. grandadfrankk
- Followers: 7M
- Subjects: Household, growing older, gardening, dancing
Frank’s bio reads: “Only a grandad hopping on the tendencies!”—this sums up his content material to a tee.
Watch him dancing, lip-syncing to trending music, spending time in his backyard and together with his household. Frank can be open to collaboration, so attain out to his PR workforce linked in bio!
5. scoobiezoobie
- Followers: 4.5M
- Subjects: Vogue, make-up
Lola Clark (scoobiezoobie) shares hair & make-up tutorials, before-and-afters and reactions to purple carpet appearances. She works with magnificence and make-up manufacturers.
Needless to say you don’t have to collab with TikTok influencers like Charli D’Amelio to get the outcomes you need. Working with small influencers with an intimate following can get hold of outsized outcomes.
4. Common hashtags
Want some inspiration for native hashtags? In keeping with TokChart, listed below are the preferred UK hashtags that can assist you achieve traction on the social media app.
- #youareincluded: 2K movies, 84.97M views
- #ForYourPride: 871K movies, 11.69B views
- #longervideos: 7.05M movies, 370.55B views
- #1min: 472K movies, 10.61B views
- #festivals: 457K movies, 14.46B views
- #lerenoptiktok: 42K movies, 1.78B views
- #womenoftiktok: 2.77M movies, 13.54B views
- #smallbusiness: 34.07M movies 190.95B views
- #selfcare: 16.57M movies, 113.17B views
5. How audio influences engagement
TikTok is a stimulating, high-energy community—audio that performs finest typically matches that tempo.
Research present that digital music drives the very best engagement. Movies tagged with #ElectronicMusic amassed over 13 billion views globally final 12 months, marking a forty five% improve from 2023 and outpacing the expansion of #Indie, #Different, #Rap and #Hip-hop.
6. TikTok Store progress
Because the launch of TikTok Store in 2023, like all issues TikTok, UK customers have taken to it like a duck to water.
Supply: TikTok
It’s develop into the UK’s fastest-growing on-line market, with 200,000 lively sellers. UK retailers account for two.14% of world TikTok Store gross sales, amounting to £42.39 million. Given the UK’s comparatively small inhabitants, this can be a important determine.
7. TikTok Reside recognition
TikTok isn’t nearly short-form video content material anymore. TikTok Reside lets customers broadcast real-time content material to their followers. It may possibly embrace Q&As, interactive performances or tutorials—however notably for manufacturers, it additionally integrates with e-commerce.
Listed below are some key stats and success tales:
- Within the UK alone, there have been 5,000 day by day Reside purchasing periods in 2024.
- 33% of Gen Z customers desire shopping for from TikTok Reside as they will see the product in motion.
- UK model Hair Syrup processed 1,900 orders in only one 10-hour TikTok Reside session, amounting to a 66% spike in gross sales.
8. TikTok advert attain
TikTok’s advert attain within the UK expanded by 2.08 million customers (+9.2%) between early 2024 and early 2025, with 987,000 of these customers (+4.1%) added between October 2024 and January 2025.
As older generations proceed to affix TikTok, advert attain will proceed to increase.
9. Common advert spend returns
Advertisers was sceptical of TikTok. In 2025, manufacturers are coming round to the advantages of promoting on TikTok.
In keeping with knowledge collated from 5,000 international manufacturers, the median ROAS is 1.41 as of April 2025. ROAS can fluctuate considerably by vertical—it isn’t unusual to seek out 2.5+ ROAS in some sectors.
How typically do you have to publish on TikTok UK?
A great rule of thumb is 3–5 instances per week. It will please each the algorithm (which prefers lively accounts) and customers alike.
When is the most effective time to publish on TikTok UK?
Typically, the next are the finest instances to publish on TikTok within the UK:
- Wednesday: 5 p.m.
- Thursday: 5 p.m.
- Friday: 4 p.m.
- Saturday: 9–11 a.m. and 5 p.m.
Be aware that the above is generic. Audiences differ, and finest instances to publish will fluctuate.
Fortunately, Sprout Social can assist you drill down into your analytics to seek out the most effective time for you to publish. Sprout’s ViralPost® algorithmically determines your finest time to publish based mostly in your knowledge.
Up your TikTok sport with Sprout Social
TikTok’s explosive progress within the UK—from a skyrocketing consumer base to unmatched time spent on the app—reveals that it’s greater than a development. It’s a staple within the UK social media panorama.
With excessive engagement, broadening demographics and a consumer-to-creator ratio that favours manufacturers, TikTok presents an infinite alternative for UK entrepreneurs to attach with a variety of audiences.
However to construct good campaigns and keep on high of evolving tendencies, you want the fitting instruments.
Sprout Social can assist you are taking your TikTok advertising and marketing technique additional with superior analytics, social media listening and seamless publishing instruments multi function platform.
Begin your free trial right this moment to achieve an engaged new viewers on TikTok.
