In only a few years, TikTok has gone from a viral app for teenagers to a cultural and industrial powerhouse, shaping the whole lot from style traits and music charts to how individuals store and search.
And as somebody who has been creating and consuming since earlier than it was merged with Musical.ly, I understand how priceless TikTok may 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 should know in 2025 — whether or not you are constructing a model, planning your subsequent marketing campaign, or simply attempting to maintain up with what’s really engaged on the platform.
TikTok person demographics present a younger and rising viewers
TikTok’s early development might have cooled off, nevertheless it’s nonetheless gaining new customers all over the world, particularly in areas the place mobile-first platforms thrive. And whereas it’s now not only 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 planet, proper up there with Instagram and YouTube. It’s anticipated to achieve 1.9 billion customers in 2029.
That development is much more spectacular once you bear in mind how new TikTok nonetheless is. It began as a video app focused in the direction of Gen Z, nevertheless 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 international viewers leans barely male
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Notice: The info we now have entry to, solely included binary gender choices (female and male). No extra gender identities had been captured or reported.
As of February 2025, 55.7% of TikTok customers are male, whereas 44.3% are feminine. This can be a useful element to remember, particularly if you happen to’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 underneath 35
TikTok continues 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 girls aged 25–34 (14.6%) and 18–24 (14.1%).
That peek into the typical person explains loads about TikTok’s tradition: quick, playful, stuffed with in-jokes and traits 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 a giant 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 turn out to be their high vacation spot for discovery. Whether or not they’re in search of a brand new product, a distinct segment group, or a breaking information replace, Gen Z depends extra on TikTok than some other app.
In truth, 77% of Gen Z say they use TikTok to find new merchandise, and 63% use it to maintain up with the information, each larger than some other platform.
That behavior of utilizing TikTok to seek out issues — not simply scroll — is what makes the platform so highly effective for creators and companies alike.
The US 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 repeatedly. Following shut behind are Indonesia (107.7 million) and Brazil (91.75 million), displaying simply how international TikTok’s attain has turn out to be.
Whereas the U.S. continues to dominate in complete customers, a lot of TikTok’s most engaged communities are rising from nations 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 all over the place.
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The UAE and Malaysia are among the many nations with the best TikTok adoption price
In locations the place telephones are the first method individuals entry the web, TikTok is as a lot part of every day life as calling or texting.
And its reputation isn’t simply excessive — in some nations, 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 nations additionally present hanging adoption charges:
Vietnam: 94.5percentThailand: 91.5percentChile: 88.7percentMexico: 87.7percentIndonesia: 82.5%
And within the U.S., TikTok reaches 120.5 million individuals — roughly 50.6% of the grownup inhabitants.
South-Jap Asia is the area with the best variety of customers
TikTok’s international footprint seems to be totally different relying on the place you zoom in. As of early 2025, South-Jap Asia had the most important 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%)Jap 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%)Jap Asia: 42.6 million (2.7%)Western Africa: 41.5 million (2.6%)Northern Europe: 37.2 million (2.3%)Jap 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%)
When you’re trying to attain new audiences, these areas might be your subsequent greatest guess.
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 hook up with in June 2022, from 779 connections in its first month to 276K connections by the top of 2024.
After all, figuring out who’s on TikTok is only one a part of the image. To actually develop, it helps to know how individuals 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 the whole lot we have to find out about its affect: individuals spend hours on the app every day, and so they’re not simply watching movies — they’re sharing, procuring, and interesting.
Let’s break down what TikTok customers are literally doing on the platform.
TikTok customers spend a median of 95 minutes every day on the app
TikTok customers love spending time on the app. Customers common 34 hours per thirty days and a median of 95 minutes every day on the platform, greater than some 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 mates within the final month
TikTok content material doesn’t simply dwell on TikTok. Practically half of Gen Z customers (45%) say they’ve shared a TikTok video with mates previously month, up from 37% in 2020.
When you’re a creator or model, that is your signal to create content material that sparks a response. Suppose “ship this to a buddy”, not simply “like and observe.”
Half of all TikTok customers have made a purchase order after watching a TikTok Reside
In response to TikTok, 50% of customers have made a purchase order after watching a TikTok Reside.
It is sensible: Lives really feel actual and in-the-moment. You may arrange real-time product demos, present sincere reactions, and generate the sort of hype that makes individuals need to seize one thing proper now.
When you’re launching a product, teaming up with a creator, or simply attempting to construct buzz, going Reside might be the additional push that will get your viewers to take motion.
TikTok is 150% higher at convincing customers to attempt a services or products
In response to analysis from Materials and TikTok, the platform is 150% more practical at getting customers to attempt 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 adverts. It’s natural, usually 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 advocate a product found on TikTok
When individuals discover one thing they love on TikTok, they speak about it — and never simply within the feedback. In response to TikTok and Materials, customers are twice as prone to advocate a product they found on TikTok than one they discovered anyplace else.
That sort of real buzz offers 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 favor them
An Adobe Categorical research discovered that 62% of TikTok customers say tutorials are their favourite movies, beating out services or products critiques (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 continues to be the quickest path to the For You Web page.
76% of TikTok customers need a mixture of photos 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 pattern report exhibits that 76% of customers say they take pleasure in each sorts of content material.
For creators, that’s a inexperienced gentle 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 anticipate 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 anticipate 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 effectively modifications simply as shortly. However some traits maintain sturdy: video continues to be king, single picture posts and carousels are on the rise, and smaller accounts are rising quicker than ever.
This is what the info says about what to submit, how usually, 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 implies that standing out takes extra than simply displaying up.
For creators and types, this stat is a reminder that quantity alone gained’t reduce it. Posting often 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 favored
TikTok isn’t only for belongings you’re already in search of — it’s for belongings you didn’t even know you needed. In truth, 81% of customers say the app launched them to a product, subject, or group 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 surprising — area of interest hooks, shocking 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
In response to our analysis, the optimum posting frequency is between 1 to 4 occasions per week — and that tempo is working effectively. In truth, posting only a few high-quality movies per week can outperform every day content material if it’s strategic and related to your viewers.
That stated, TikTok’s algorithm rewards consistency. When you’re trying to develop quicker, 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 every day posting results in burnout or causes you to begin making filler content material, it’s higher to dial it again and concentrate on sturdy, resonant posts.
One of the best time to submit on TikTok is between 3 and 6 p.m.
Our knowledge exhibits that posting between 3 and 6 p.m. native time tends to generate the best engagement on TikTok — particularly mid-week. This timeframe probably 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, test your TikTok analytics repeatedly and experiment with posting occasions to seek out your candy spot.
One of the best content material to submit on TikTok is short-form video
On TikTok, short-form video continues to be king — however what you submit issues simply as a lot as the way you submit it.
We discovered that content material varieties like instructional ideas, tutorials, and fast how-tos constantly outperform different codecs on the platform. Suppose snackable insights, visually-led demonstrations, or private tales with a transparent takeaway.
Textual content posts, photos, 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.
One of the best day to submit on TikTok is Wednesday
Our knowledge exhibits 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 interesting with posts they may not see earlier within the week.
That stated, your greatest day might differ. All the time 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 developed — 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. Nevertheless 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, quick sufficient to carry consideration.
TikTok’s engagement price sits at 4.86%
Our engagement research ranks TikTok third general, with a median engagement price 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 price 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 corresponding to likes or feedback.Heavier short-form video competitors from reels, shorts, and even LinkedIn video.Extra polished model content material, which might dilute the uncooked, community-driven really feel that when super-charged engagement.
Deal with 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
In response to Socialinsider, massive accounts constantly get extra likes, feedback, shares, and views per submit. That’s anticipated — extra followers imply extra eyeballs.
Account measurement
Avg. likes / submit
Avg. feedback / submit
Avg. shares / submit
Avg. views / submit
1K–5K
lowest
lowest
lowest
lowest
5K–10K
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↑
↑
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10K–50K
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↑↑
↑↑
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50K–100K
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100K–1 M
highest
highest
highest
highest
However that doesn’t imply smaller accounts can’t win. Whereas massive profiles get the amount, small creators usually win at charges as they get extra engagement per view, quicker development, and deeper viewers connection.
Smaller TikTok accounts develop quicker than massive ones
Right here’s some encouraging information if you happen to’re simply beginning out: accounts with 1K–5K followers are rising 8x quicker than these with over 100K.
In response to Socialinsider, accounts with 1K–5K followers noticed a median development price of 269%, in comparison with simply 33% for accounts with over 100K followers.
The smaller the account, the simpler it’s to pivot shortly, experiment usually, 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 general — however apparently, smaller accounts use them extra usually than bigger ones. In response to Socialinsider, right here’s how carousel utilization breaks down by account measurement:
1K–5K followers: 3.14% of posts5K–10K: 2.17percent10K–50K: 2.35percent50K–100K: 1.71percent100K–1M: 1.49%
This means that smaller creators could also be extra prepared to experiment with newer or underused codecs, or they might be leaning into static content material as a lower-effort solution to keep constant.
Both method, there’s a chance right here. Since most TikTok content material continues to be video, carousels provide a solution to stand out, particularly when paired with sturdy 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 international 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, nevertheless it doesn’t all the time land with TikTok customers. The platform is constructed for content material that feels human: off-the-cuff, somewhat scrappy, and stuffed with character.
In TikTok’s 2025 What’s Subsequent pattern 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 loads additional than a company voice or studio-quality promo. When you’re displaying up on TikTok, make it human. Character isn’t only a good contact — it’s the factor that makes individuals care.
61% of entrepreneurs use TikTok for influencer advertising and marketing
TikTok has cemented itself as a core channel within the creator economic 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 price on common
Posts from TikTok creators generate important engagement throughout all sorts 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 rateMicro influencers (10K-100K followers): 12% engagement rateMacro influencers (100K-1M followers): 8% engagement rateMega or superstar influencers (1M+ followers): 4% engagement price
For manufacturers, this implies TikTok partnerships nonetheless ship sturdy 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, notice that this knowledge is restricted 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 here are the numbers for every tier:
Nano influencers (1-0K followers): $50 to $200Micro influencers (10k-100K followers): $200 to $1000Mid-tier influencers (100k-500K followers): $1000 to $5000Macro influencers (500K -1 M followers): $5000 to $10,000Mega or superstar influencers (500K-1M followers): $10,000+
Components like utilization rights, deliverables, and exclusivity additionally play a task. One of the best partnerships occur when each side are clear about what’s anticipated, and when creators are handled like artistic collaborators, not simply advert house.
What these TikTok statistics imply in your technique in 2025
With greater than 1.5 billion month-to-month customers and a task in the whole lot from leisure to look, TikTok has grown into greater than only a social app. It’s the place individuals go to be taught, snigger, join, and purchase — usually all in the identical scroll.
The info exhibits us that:
Story-driven content material fuels discovery on TikTok and in searchContent can (and will) be playful and usefulBeing small generally is a energy for creators and the manufacturers that associate 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, observe for relatability, and keep for character.
You don’t want to leap on each pattern or reinvent your self for the algorithm. Present up clearly, constantly, and in a method that feels unmistakably you.
Let the numbers information you and belief your instincts, lean into your strengths to construct one thing value following.
