60% of America’s monthly active users are aged between 16 and 24, according to parent company Bytedance. India is the most significant contributor to TikTok installs, with 611 million downloads to date, one-third of all smartphone users in India have downloaded TikTok. QuestMobile data from June 2019 shows that this has very much remained the case. This is TikTok’s first attempt to reach an audience through an over-the-top video player. By September 2019, the TikTok retention rate had climbed to 39%. This puts TikTok is sixth place in terms of global users – and the highest that doesn’t belong to Facebook or Tencent. Also, don’t forget that the tier system is nonofficial, with more than one version being used. TikTok, known as Douyin in its home market, was launched in China in September 2016. Indeed, a slowdown in download growth was ascribed to a decline in Facebook ad spending. One in five users was yet to reach to their 20th birthday. TikTok User Penetration: % of Social Network Users. TikTok / Douyin took 200 days to develop and initially launched into China’s App market in September 2016 by parent company Bytedance; it racked up 100 million users in a year. Alipay in eight, logged 785 million users in Q3 2019. In terms of age groups, we find the highest preponderance of users fell into the 20-24 age group (around a third), followed by 25-29, accounting for a little over a quarter. On a device or on the web, viewers can watch and discover millions of personalized short videos. The short format seems to lend itself perfectly to the irreverent sense of humour of the first generation of true digital natives. Its overall global positioning reflects the latter, which accounts for a far greater percentage of users than the former. In fact, TikTok / Douyin amassed over 2 billion downloads and penetrated one-third of all social media users on this planet in less than four short years. Certainly this suggests an app wanting to stay in a nation’s good books. In 2019, the majority of TikTok’s user base was located in the Asia-Pacific region and North America. Only a handful of cities qualify as Tier 1, so this is actually closer to representative of the wider population. Sources: CNBC 1, CNBC 2, InfluencerMarketingHub, Alexa, Reuters, Bloomberg, Techcrunch. TikTok has over 689 million monthly active users (MAU’s). 302,000 entrants entered the competition, with judges including a range of singers, actors, and TV personalities from the region. Although sources have also indicated that Facebook is aiming to go head-to-head with TikTok in its biggest market outside of China, India, in 2020. The US, in second, logs 41 million TikTok downloads. The second-most followed individual is also Amerian, Zach King, with 31.9 million followers who specialises in digital sleights of hand, with Baby Ariel in third with 30.2 million. The 500 million figure, however dates back to an official announcement in July 2018. Certainly we might expect TikTok to have become more prominent among both marketers and users in the intervening year or so. They seem fairly relaxed about things, with a majority feeling comfortable about the global economy, and the environment alike – levels 1.32x and 1.31x greater than average. That said, it has not been without its controversies. The merger with Musical.ly has not been without its challenges, however. Let’s take a look at how much the creators make with that number of followers: You can make money with TikTok’s virtual currency via ‘Gifting.’ A TikToker with 500,000 followers and high engagement, likes, and comments in their video can expect around $450 a month in gifts to redeem as cash. Legislators believed the app would expose children to pornographic content, sexual predators, and cyberbullying. TikTok was downloaded more than Facebook, Messenger, and Instagram in 2019, with WhatsApp being the only app to beat it. In terms of content, the app prioritises an in-house curated feed over an accounts-followed feed. Among these TikTok users, 90% say they use the app daily. China’s version of TikTok, Douyin, has 600 million daily active users (DAU’s) as of August 2020. Its figure of 6 million MAU in Indonesia and 3 million in South Korea also seem on the low side. Addressing safety concerns will be paramount. If we look at equivalent stats for other apps that shared the same sense of global virality in the early stages, we see a similar story. The choice of Brazil is interesting – it is a market which looks set to be a battleground for app developers. What percentage of Americans have used or plan to use TikTok as of December 2019? A leaked recording from July 2019 revealed that Mark Zuckerberg’s strategy was to first target markets in which TikTok has as of yet failed to gain a foothold. 49% remained unmoved by the app’s appeal, with a further 37% reporting that they had never heard of the app. According to App Ape Labs, we saw that the proportion of US TikTok users who used the app heavily (more than two-thirds of days in month) stood at 22.6% at the end of 2019. Indonesian TikTok users show a more typical pattern, with usage declining as we go up through the age groups. The US Navy banned the app in November 2019. Android downloads account for all but a sliver of download in most of these markets, with the exception of the US, where iPhone users predominate. There were widespread rumours that the app was to be banned in Pakistan in January 2019. TikTok still has considerable potential to grow in the US. Do you think their growth is sustainable? This represents a stunning 210% increase over 2018. No market compares to China, however – eight out of every 10 minutes viewed on TikTok is viewed in China. TikTok Has an Estimated 800 Million Monthly Active Users Representatives from Wallaroo Media estimate that TikTok now has approximately 800 million people who actively use the … Ducks aside, these stats perhaps do give us a little window into how 400 million daily active Douyin users interact with the app. The fondness of those born in the 60s for uploading dance videos is perhaps the highlight of this exercise…, Most-popular Douyin creation/watch categories, by decade of birth. This was, however, early days for the app. China is the second-largest country for downloads for Douyin at 196.6 million to date; figures exclude third-party installs. TikTok came under investigation in the UK, TikTok was banned for around two weeks in India in April 2019, declaring that TikTok and other Chinese apps, TikTok agreed to censor ‘negative’ content, seeking a CEO for the separated-out TikTok operation, TikTok is seeking a new global headquarters, Guess logged a CTR of 16% compared to a 4%, iResearch Consulting Group estimate that around $2 billion in revenue was brought in by these apps over 2018 (RMB 14 billion), 477 million views across hundreds of videos, $7 to $8.4 billion (50-60 billion yuan) generated over the first half of the year, Toutiao could lay claim to 120 million daily active users, Q1 2020 has been rumoured to be the new target, ByteDance itself has strongly denied that this will be the case, saw investors led by SoftBank invest $3 billion, part of the appeal of TikTok to these younger users. Tired of the perfect bodies and perfect lives as shown on Instagram, they are looking for something a little more down-to-earth, more, dare we say…authentic…. Below we can see some of the most-distinctive values of TikTok users, measured by the proportion of users ascribing to each value and how this percentage compares to the average internet user. This compared negatively to Facebook (45%), Instagram (44%), and Snapchat (32%). According to parent company Bytedance, TikTok’s global monthly users have grown 1,157.76% since January 2018, where it had 54.7 million users. It’s interesting to point out that 150 million active daily users are in China, which mostly use the Chinese version of the app, called Douyin. Other U.S. specific figures suggest that 63.5% of the monthly active users are aged 10-24 years old – with a staggering 52% being iPhone owners. And finally, we see that they are brand conscious people: 1.27x more than average. This was seen as a way for the Chinese app to enter the US market – with Musical.ly already boasting a considerable American audience. This would not be the first time Facebook has attempted to parrot the functionality of another app – it remains to be seen if TikTok can as easily be brushed aside as Snapchat was with Instagram Stories. This represented a 275% increase over October 2017 revenue. TikTok monthly revenue, October 2017 – October 2018. Next year we should see this list drastically shaken up; the top 10 was only creators in 2019. Combined, the TikTok/Douyin apps have over 1.29 billion monthly active users in 141 countries. TikTok, then, seems to be an app for the comfortably off – which certainly makes a compelling case to would-be TikTok marketers. Three of its five members were, however, banned from the platform in July 2019 for posting content warning of possible repercussions after an Indian Muslim man was lynched the previous month. Allegations of inappropriate content can have serious repercussions in China: TikTok’s ByteDance stablemate Neihan Duanzi (a joke-sharing app) did not survive allegations of this nature. This was the greatest level of engagement generated by any such ‘challenge’ on the platform recorded up until this point. Indeed, it’s not just Facebook TikTok needs to fight off. TikTok compilations are common on YouTube however. Interestingly, we see users in their 30s outnumbering teenage users. In November 2019, TikTok ran a talent contest entitled All-Star Southeast Asia. These three are described respectively as social media personality, choreographer, and actress (a job title also shared by Canadian Kristen Hancher in fifth place). This came in the context of violent exchanges along a disputed border between the world’s two most-populous nations (and the fourth and seventh-largest). Some, as reported in South China Morning Post, putting themselves at risk and creating inappropriate and/or worrying content. It was banned again in June 2020 alongside a spate of other Chinese-based apps as tensions between China and India heightened. This just outstrips spending in China, which at $1.4 million represents 39% of the total. ByteDance’s video-sharing app has surpassed Instagram’s latest figures of 1 billion users, knocking another Facebook owned network from the top. Usage levels are significantly lower in less-developed but highly-populated bands of Tier 4 and 5, while Tier 3 cities’ numerical advantage presumably contributes to its large share of Douyin users. A different set of (clearly incomparable) TikTok user retention stats published by App Annie in June 2019 reported a one-week retention rate of 26%. According to App Annie, TikTok was the top app in terms of download growth in 2019 in Canada and India, and came in second-place in the US and the UK. TikTok engagement in the U.S. has increased by 1,533% between 2017 to September 2019. The landscape here, then, is different. As TikTok continues to dominate the imagination of many people across the country, the social media app and its users have begun to develop a set of unique terms that are largely used only on the platform. Most-downloaded apps of 2010s, iOS App Store and Google Play Store. TikTok/Douyin parent company ByteDance also owns hugely popular Chinese AI-powered news aggregation platform Toutiao, created by CEO Zhang Yiming at the age of 29 in 2012. As well as TikTok/Douyin, parent company ByteDance owns the Chinese AI-powered news aggregator Toutiao. In a June 2019 analysis, the Wall Street Journal reported that TikTok was the largest advertiser on Snapchat, running an app-install campaign worth $1 billion. TikTok seems to show a pattern of rising downloads throughout the year. Indeed, the time spent using short video apps has to come from somewhere – and time spent using WeChat is no doubt the richest seam for this precious resource…, Daily time spent on Douyin, vs other popular Chinese apps, September 2018 vs September 2019. The single largest demographic by some way is teenage girls – if this is a US market you’re trying to reach, then TikTok could well be the channel through which to do this. It was a tale of how one app under two names became the fastest growing social media application of all time, TikTok (for global audiences), and Douyin (for China). warns users when they’ve been using the app for over two hours. Another popular theme was videos focused on one single area (beauty, pets, food, etc), around which relatively formulaic videos are produced. There’s not much to split the rest of the world, with penetration of between 12% (North America) and 10% (Latin America and Europe). According to these stats, male Douyin users narrowly outnumber female, 52% to 48%. This attracted close to 477 million views across hundreds of videos over the course of a week or so. In a recent Influencer Marketing Hub study, TikTok user profiles with 100,000+ followers have the highest engagement. GlobalWebIndex TikTok stats show that TikTok users are nearly as engaged in creating videos as they are in viewing them. TikTok’s download rank featured highly in both iOS and Android download charts over the course of 2019. The US is in third with 6%, or 46 million. TikTok, naturally wanting to stay on side in its second-biggest market, banned the users. TikTok is the most engaging social media app out, with an average session length of 10.85 minutes (Double Pinterest’s 50.6 minutes that ranks #2 for engagement). This investment into advertising was maintained. 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