TikTok Statistics 2025 - Strike Digital

Initially launched in 2018, TikTok took the social media industry by storm, allowing its users to create short-form videos up to three minutes long. TikTok has already amassed more users than Twitter (X), Pinterest, LinkedIn and Snapchat, with only Instagram, Facebook and YouTube sitting in front. Whilst the platform started as a space for entertainment and influencers, it’s quickly becoming a key business opportunity for many brands and one of Gen Z’s preferred sources of information.

In this article, we’ve collated several essential TikTok Statistics that every brand and marketer should know about. This data will help you see the vast opportunities behind leveraging TikTok as part of your marketing strategy, as well as actionable insights and tips into how to get the most coverage out of your videos.

TikTok Usage Statistics 

In this section, we will delve into the demographics of TikTok’s users, examining key factors such as age, gender and geography. Understanding who uses TikTok and how they engage with the platform gives us valuable insights into its global appeal and influence.

Key Takeaways:

• Currently, there are an estimated 2,050 million global TikTok users. 
• According to experts, TikTok is estimated to continue to grow at around 2-3% per year.
• TikTok still has a long way to go before it becomes a market leader, with Facebook having almost double the number of active monthly users.
• 68.8% of TikTok users are between the ages of 18 and 34.
• Men make up 54.8% of all TikTok users, with females making up 45.2%.
• Countries with large populations, such as the United States, Indonesia, and Brazil, dominate TikTok’s user base, with these three countries making up just under a third of TikTok’s total user base.

How many people are using TikTok globally

TikTok gained 347 million users during its first year. This grew 88% in 2019 to 634.40 million users. The platform saw a 58% increase in global users during 2020, mainly due to more people being on their phones and at home during COVID-19. Growth slowed again the following year, growing 35% to 1,407 million users in 2021. Currently, the platform is estimated to have 2,050 million global users. 

How many people are forecast to use TikTok over the next five years

According to Statista, TikTok is forecasted to continue to grow at a rate of around 2-3% each year. This means the platform will reach 2,136 million global users by 2025 and 2,356 globally by the end of 2029. 

How many people are using TikTok compared to other social media platforms

Whilst it’s undeniable that TikTok has become a dominating force in the social media industry, when we compare the number of active monthly users against other platforms such as Facebook and Instagram, it’s clear that there is still a long way to go before the platform takes top spot. In fact, TikTok only has half of the active monthly users of Facebook. 

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What is the average age of TikTok users?

Most TikTok users sit between 18 - 24 (34.8%) and 22-34% (34%). In total, these two ages make up 68.8% of all global TikTok users. However, several older age groups are using the platform, with 15.5% of users older than 45.

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TikTok Users by Gender

Generally, the gender split between users is fairly even, with men making up 54.8% of TikTok’s total users and females making up 45.2%. 

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TikTok Users by Country 

TikTok’s user base is dominated by countries with large populations, such as the United States (9.4%), Indonesia (8.05%) and Brazil (6.47%). These three countries drive just under a quarter of TikTok’s user base. 

Asia has a large number of TikTok users, with countries such as Indonesia, Vietnam, Pakistan, Thailand, and Bangladesh all listed within the top 25 countries. Asia is estimated to contribute 28% of all TikTok users globally. Latin America is another region with many TikTok users, with Brazil, Mexico, Columbia, Peru and Argentina contributing 16% of all global TikTok users. 

Interestingly, several developed countries such as Japan (1.63%), France (1,56%), Germany (1.45) and the United Kingdom (1.44%) show a smaller share, perhaps reflecting a slower TikTok adoption rate within developed countries. 

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How long do TikTok users spend on the platform per day

The time that TikTok users spend on the platform has risen consistently yearly, starting from 27.4 minutes per day in 2019 and reaching 58.4 minutes by the end of 2024. This represents a 113.4% increase in average daily time over six years. The most significant growth occurred between 2019 and 2020, where people spent an additional 11.2 minutes daily (+40.9% increase). This was likely driven by the global COVID-19 pandemic, where consumers had significantly more free time.

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Creator and Content Statistics

In this section, we will look closer at the statistics behind TikTok content, exploring the trends that captivate audiences and the creators that bring them to life. Understanding this gives us valuable insights into what it takes to thrive on the platform.

Key Takeaways:

• Khaby Lame is the most followed account on the platform with 162 million followers.
• There is huge amount of celebrity appeal on the platform with Kylie Jenner, Ariana Grande and Dua Lipa all featuring on the top 20 most followed account.
• The most liked TikTok video is Bella Poarch lip synching to M to the B. The video has been viewed 849.2 million times, receiving 68.5 million likes.
• There is a broad range of videos that have make the most-liked list but lip-synching comes out on top, which is perhaps reflective of the platforms beginnings.
• The most used sound on TikTok is Love You So by The King Khan & BBQ Show, which has been used in 31.6 million videos worldwide.
• The top 10 most used sounds on TikTok are from lesser-know artists which emphasises the need for the sound to be adaptable for a number of uses.

Most Popular Accounts on TikTok 

We scraped the number of followers for each account on TikTok and identified the accounts with the largest number of followers as of January 2025. Khlaby Lame is the most followed account, with 162 million followers. He became famous for his videos, where he silently mocks over complicated “life hack” videos. This nonverbal comedy transcends language barriers and has enabled him to become a global superstar. 

Mr Beast found fame on YouTube with videos of him completing challenges or giving away lots of money. Once TikTok was launched, Mr Beast created a profile and continued to grow his reach across the platform. Currently, he has 107.7 million followers, making him the second most followed account on TikTok. Mr Beast is a great example of how content creators known for longer-form content can successfully adapt to TikTok’s short-form format.

There is still a large amount of celebrity appeal on TikTok with ‘traditional’ celebrities such as Kylie Jenner (56.9M), Ariana Grande (37.6M), Dua Lipa (75.7M) and Gordon Ramsay (40.8M) all featuring on the top 20 followed accounts.

Sports organisations and teams such as The Champions League (46M), Manchester City (28.5M) and Manchester United (28.2M) shows TikTok’s effectiveness in promoting sports fandom and engaging fans with behind-the-scenes content. It’s undeniable that TikTok is emerging as a key marketing platform.

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Most Liked TikTok Posts 

The most liked video on TikTok at the time of our analysis (January 2025) was a video by Bella Poarch lip-synching to M to the B. The video was released in August 2020 and has been viewed 849.2 million times, receiving 68.5 million likes. The video has a 5.8% likes-to-views ratio and received an impressive 42.5 million shares, making it the best-performing post in terms of engagement.

Leah Halton (@looooooooch) posted a video of her lip-synching to Praise Jah In The Moonlight, which has been viewed 990.8 million times and liked 57.9 million times. Despite coming in second place for the video with the most likes, it was only uploaded in June 2024, making it one of the most successful videos in TikTok history. 

A video of Billie Eilish using the time warp scan filter received 376.5 million views and 41.8 million likes with a very low view-like ratio of 0,08%. This could potentially reflect fandom-driven engagement where people interact with content based on celebrity factor instead of the quality or sharability of the content itself.

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Most Used TikTok Sounds 

The most used sound on TikTok is Love You So by The King Khan & BBQ Show, which has been used in 31.6 million videos worldwide. The sound initially gained popularity on TikTok as background music to day-in-the-life style videos before people started leveraging the popularity of the noise and using it on videos they wanted to increase reach for.

Monkeys Spinning Monkeys by The Other Studio & Kevin MacLeod was featured in 30 million videos, making it the second most popular sound on TikTok. This sound is regularly used for lighthearted and silly videos.

An interesting finding from our analysis is that songs by relatively unknown artists outperformed those by global superstars such as Justin Bieber, Selena Gomez and Taylor Swift. This suggests that TikTok's virality is driven more by the adaptability of the sound and its trend potential than by the artist's fame.

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Most Popular Hashtags on TikTok 

When we analysed the top 10 most popular hashtags on TikTok, it became clear that generic hashtags can generate significant views for content creators. For example, #fyp is the most popular hashtag, with 80.3 trillion views, and #foryou is the second most popular hashtag with 40 trillion views. When we analyse the reach of all generic hashtags in the top 10, they receive over 211 trillion views. 

#Parati, a Spanish equivalent to “For You”, has 11 trillion views, showcasing TikTok’s global reach and significant market share in Spanish-speaking countries like Mexico.

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TikTok Shop Statistics

Since TikTok shop was officially launched in September 2023, it has established TikTok as a dominant force within the eCommerce industry. Its ability to convert highly engaged users into loyal shoppers has transformed the platform into a hub of social commerce. In this section, we’ll analyse the impact of TikTok Shop and explore the key opportunities it presents for content creators and businesses.

Key Takeaways:

• A year after it was launched, TikTok Shop overtook spending on Shein.
• The average order value on TikTok Shop is $35.
• 90% of TikTok Shop are planning on making future purchases. 
• More than half of TikTok Shop customers admit to making impulse purchases on the app, which is 10% more than on Facebook. This highlights TikTok’s unique ability to convert a highly engaged audience into paying customers.
• Womenswear and Underwear is the most popular TikTok Shop category, with 14,930 shops and a GMV of $2.49 billion.

How much are people spending on TikTok Shop?

According to Earnest Analytics, TikTok Shop spending overtook Shein's in Q4 2024.  The average value of a TikTok Shop order came in at around $35, with users making an average of 5.3 transactions each year. Not only is TikTok great at getting its customers to convert, but nine out of ten customers who purchased something off TikTok Shop recently said they would do so again in the future. 

Are TikTok shoppers making impulse purchases?

According to StyleSeat, more than half (55%) of TikTok Users have made an impulse purchase on the platform in 2022. This makes TikTik the top platform for impulse buys. Instagram came in second place, with 46% of users making impulse purchases, and Facebook came in close behind with 45% of users.

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What are people buying on TikTok shop?

The “others” category accounts for 50.03% of all TikTok stores, significantly overshadowing individual categories. This suggests that TikTok Shop hosts a diverse range of niche or less-defined categories that comprise a considerable amount of the platform's offering.

The most popular categories represented are Womenswear and Underwear. 14,930 shops sit within this category, making up 5.64% of all shops on TikTok. The second most popular category is Beauty and Personal Care, which has 14,790 shops.

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What TikTok shop categories drive the most money?

Gross Merchandising Value (GMV) refers to the total value of the goods sold on a platform over a specific time period. Beauty and Personal Care is the leading category on TikTok Shop, with a GMV of $2.49 billion, accounting for 22.5% of the total. Womenswear & Underwear ranks second, with a GMV of $1.39 billion, followed by Menswear & Underwear with $893.54 million. Together, these categories highlight its audience's interest in beauty, fashion and lifestyle topics.

However, several categories drive a strong GMV, such as food and beverages ($759 million), health ($600 million) and Muslim fashion ($506 million), which indicates that TikTok Shop holds substantial opportunities for brands outside the traditional eCommerce market segments and the platforms adaptability.

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Industry Specific Statistics

In this section, we delve into industries currently dominating the platform - fashion, beauty, and home - by unpacking statistics highlighting their success on TikTok and uncovering strategies for brands looking to grow.

Fashion TikTok Statistics

Fashion has become one of the strongest industries on TikTok, where creativity, trends and community collide. With over 28,000 fashion brands using the platform and 20% of TikTok Shop’s GMV coming from this space, it’s clear that TikTok has established itself as a go-to platform for fashion inspiration and shopping.  In this section, we explore the statistics and trends showcasing how TikTok is reshaping the fashion landscape.

Who are the most followed fashion accounts on TikTok?

Kylie Jenner is by far the most followed fashion account on TikTok, with 56.9 million followers, despite posting only 489 videos. Her high-profile status amplifies her reach and impact.  The second most popular fashion account is Madi Monroe, which has 16.6 million followers. Whilst her videos aren’t specifically about fashion, she is well known for her brilliant fashion sense and outfit choice during videos.

Content creators such as Anna (@annaxsitar) and Madi Monroe (@madi) demonstrate that consistent content production can be key to growing and maintaining large followers if you don’t have celebrity status.

Another interesting insight is that over two-thirds of the top 20 fashion accounts are based in the United States, reflecting the country’s leading role in TikTok’s fashion ecosystem.

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What are the most followed fashion brands on TikTok?

Louis Vuitton (@louisvuitton) is the fashion brand with the most TikTok followers, with 14.4 million followers. Their account posts much behind-the-scenes content about the products they manufacture and their brand partnerships. It’s clear that they are able to resonate with TikTok’s audience despite being a luxury brand. 

Zara (@zara) has the second-largest amount of followers at 12.7 million, despite only having 415 videos. It’s clear that the brand's affordable prices and fast fashion have created a broad consumer reach that’s resulted in a large number of followers. 

SHEIN ranks third with 9.8 million followers, cementing its place in the fast fashion industry. The account has posted 970 videos, which suggests a high post velocity to secure the brand's position in emerging trends.

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Most  Fashion Hashtags

#fashion is the most popular fashion-related hashtag with 76.57 million videos and a staggering 614.9 billion views. This makes it a broad and versatile hashtag, capturing a wide array of content from runway inspired trends to everyday outfit ideas. 

Hashtags that focus on specific terms such as #OOTD (Outfit of the Day) and #outfit are incredibly popular with 60.96 million videos across the two hashtags that have received 653 billion views. This showcases TikTok’s platform for showcasing daily fashion trends and a source of information on current and forecasted fashion trends. 

Niche hashtags such as #sneakers and #shoes are less frequently used, but still generate a decent amount of views with both hashtags receiving a combined 229 billion views. These hashtags cater to specific interests which have dedicated communities on TikTok.

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Beauty TikTok Statistics

The beauty industry thrives on TikTok, where viral trends and product recommendations drive millions of users to engage with content daily. Beauty sales drove over $2.49 billion on TikTok Shop, contributing 22.5% of GMV. There is no denying TikTok’s influence over the beauty industry, which we’ll explore in more depth below.

Who are the most followed beauty accounts on TikTok?

Addison Rea leads the list with 88.5 million followers, while her content spans lifestyle, dance and beauty, her massive reach makes her highly influential in the space. Kylie Jenner comes in second place with 56.9 millon followers, leveraging her status as a beauty mogul and owner of Kylie Cosmetics.

A number of beauty-specific creators sit at the top of the list including James Charles (39.4 million), Sandra Lee (17 million) and Nikita Dragun (14 million). This highlights TikTok’s power as a platform for makeup artistry and trendsetting.

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Who are the most followed beauty brand on TikTok?

Huda Beauty is the most followed beauty-related account on TikTok with 10.3 million followers, highlighting their dominance within the market. Their strategy focusses on engaging content, makeup tutorials and leveraging Huda Kattan’s personal brand.

Rare Beauty and Florence by Mills follow with 4.2million and 3.8million respectively, reflecting their appeal to younger audiences and their focus on authentic, reliable content.

Brands with high content velocity such as P.Louise (3 million) and Fenty Beauty (3.1 million) have a strong following which highlights that conistsent posting helps brands maintain relevance in TikTok’s fast past environment.

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Most Popular Beauty Hashtags

#makeup is the leading hashtag with 89.4 million videos and an impressive 919.5 billion views. It’s versatility makes it the go-to hashtag for a variety of makeup-related content, from tutorials to product reviews. Other broad hashtags such as #skincare and #beauty follow in behind with 530.6 billon likes and 422.5 billion likes retrospectively. 

Niche and specialised hashtags also feature in the top 10 list with #acne receiving 144 billion likes and #skincaretips receiving 64 billion. This shows us that TikTok users like to watch videos that focus on specific concerns and routines that resonate with them.

The prevalence of #skincaretips and #makeuptransformation (44 billion likes) showcases that informational and transformational content is particularly engaging to viewers.

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Home TikTok Statistics

TikTok has revolutionised the way that we discover and engaged with home-related content, from DIY projects to home renovation projects. With categories such as Home Supplies generating a GMV of $457.5 million and driving 4.14% of TikTok Shop sales, it’s clear that the home niche is thriving on the platform. This section delves into key statistics that emphasise TikTok’s impact on the industry and explores key opportunities for emerging brands to leverage.

Who are the most followed home accounts on TikTok?

It’s safe to say that TikTok users are big fans of cleaning videos (lovingly dubbed CleanTok) because the top 6 accounts all produce similar organisation and cleaning content. Catherine Benson (_@catben_) is the most followed account with 13.1 million followers, followed by Aurika Tariina in second place with 11.6 million followers. 

The most followed account that isn’t part of CleanTok is Teresa Caruso (@teresalauracaruso), who generally advertises home and lifestyle products that fit into her gorgeous aesthetic home.

Vanessa Amaro (@vanesamaro91) and Caroline Mccauley (@@carolina.mccauley) are the most prolific posters with 2,174 and 2,275 videos respectively. Despite lower follower counts (5.7 million and 2.9 million) their consistent output shows dedication to creating engaging content and interacting with their audiences.

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Who are the most followed home brands on TikTok?

Interestingly, despite being the third most popular category for TikTok Shop, home brands tend to have significantly fewer followers than other industries, such as beauty and fashion.

Amazon Home dominates the space with 3.6 million followers and 1,083 videos showcasing their ability to engage with TikTok’s audiences and create captivating content. They also have well structured and popular Amazon Affliate schemes which content creators on the platform can take part in to earn more money. This has been a key driving factor in making it as dominant as it is.

Zara Home is the second-most followed account with 1.1 million followers and 178 videos which reflects it’s appeal to users interested in minimalist and aesthetic-driven home decor. 

IKEA has 112,500 followers despite never having posted a video. This is likely due to it’s strong global presence and appeal to younger audiences that are typically using the platform. However, it also showcases the huge uncaptalised opportunity the brand would have if they started to produce content.

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Most Popular Home Hashtags

Unsurprisingly #cleantok is the most popular home-related hashtag with 5.1 million videos and a staggering 169 billion views. Other cleaning-related hashtags such as #cleaningtiktok (60.3 billion views) and #cleaninghacks (27.6 billion views) also perform strongly which further highlights the huge demand for cleaning content.

#interiordesign ranks second with 74 billion views, despite having less videos than other hashtags. The high engagement of this hashtag highlights TikTok user’s interest in design trends and styling ideas and tips.

Hashtags such as #roomtour (27 billion views) and #bedroom (27 billion views) show the popularity of content that is centered around specific spaces. It also highlights the desire to see how other people are styling and living in their space, perhaps highlighting the appetite for relatable content.