a growing social network!

For those of you who don’t know it yet, TikTok is one of the social networks that have been on the rise since 2018! Launched in 2016, this mobile application which allows you to record short videos on sounds, music, film passages or sketches is in full expansion in France and around the world. Here are some figures that will surely, if you are an advertiser or work in an agency, prove to you the interest of TikTok Ads.

TikTok figures in 2022: confirmation?

Since its launch, TikTok has been on an upward slope, which does not seem to be fading. In any case, this is the feeling that we can have. We know that TikTok was helped a lot by containment in 2020, which gave an exponential dimension to its development. Today, in 2022, confinements no longer seem relevant. Does TikTok still remain relevant? Let’s run through the numbers you need to know about TikTok in 2022.

Number of users worldwide and in France TikTok 2022: the billion users exceeded?

The billion users have been exceeded, a few months before 2022. Indeed, according to an official communication from TikTok, the billion users was passed at the end of September 2021. Unfortunately, we do not have an official press release or more recent reliable statistics, so it is difficult to give precise figures for 2022.

Number of TikTok users in 2022
Number of TikTok users in 2022

According to AppAnnie Intelligence, we could see the bar of 1.5 billion monthly users passed as early as the second half of 2022. That seems a bit fast, these are figures that remain to be confirmed.

As far as France is concerned, the last known figures date from January 2021. They then gave 14.9 million active users every month in France, that is to say 3 times more than the previous year and almost a quarter of the population. It is unlikely that this figure has tripled again, however, it is a safe bet that TikTok remains on a very positive spiral.

The number of downloads

In this first quarter, TikTok has exceeded the bar of 3.5 billion downloads worldwide, according to Sensor Tower. This is the first non-Meta application to pass this bar. If we add up all the downloads since the beginning of 2018 in the world, TikTok is the most downloaded application.

Number of TikTok downloads in Q1 2022 (Sensor Tower)
Number of TikTok downloads in Q1 2022 (Sensor Tower)

In the first quarter of 2022 alone, TikTok has accumulated over 180 million downloads worldwideahead of Instagram, Facebook, WhatsApp and Telegram.

The advertising potential of TikTok

We Are Social and Hootsuite published a study in April 2022 that summarizes the advertising potential of TikTok’s audience. As for the number of users, these lean towards 970.2 million over 18 years old.

The advertising potential of TikTok in 2022 (We Are Social & Hootsuite)
The advertising potential of TikTok in 2022 (We Are Social & Hootsuite)

Anyway, we know that advertising formats are successful thanks to their “natural”, “organic” and relatively non-intrusive aspect (compared to other networks or platforms). This is very clearly felt in the figures of the study:

  • The Ad reach on TikTok increased by 9.6% between the last quarter of 2021 and the first quarter of 2022.
  • Ad reach on TikTok major users is 19.4% of all internet users! In other words, 1 in 5 Internet users can potentially be affected by an advertisement on TikTok.
  • It also represents 17.4% of the whole population aged over 18 and 12.2% of the whole population overall.
  • The set of users who may be affected by ads on TikTok is broken down by gender as follows: 44% men and 56% women.

Purchases through TikTok

In the first quarter of 2022, 620 million dollars have been spent on the TikTok application. This is revenue related to users’ in-app purchases (in the form of virtual gifts that creators sell). In other words, it doesn’t even take into account revenue related to advertising campaigns run on the platform. It is simply the record of revenue generated by end consumers on a mobile application over a quarter. It is also important to note that half of this expenditure comes from the United States.

Figures: TikTok in the world in 2020

Officially launched in 2016, TikTok took advantage of its merger with the Musical.ly application in 2018 to grow exponentially in the world. In 2020, TikTok positions itself with Instagram as one of the social networks with the most growth potential.

Key usage figures:

  • With 800 million estimated monthly active usersTikTok would today be the 7th most used social network in the worldjust behind Instagram (in number of monthly active users) (however, there is a good chance that the coronavirus crisis and the confinement in many countries suddenly boosted the number of downloads of this application in 2020)
  • In 2019, TikTok was the 2nd most downloaded app in the world with a total of more than 1.69 billion downloads since launch (Play Store and App Store downloads combined)
  • On the Apple App Store, TikTok has been the 4th most downloaded app in the world in 2019 and the most downloaded in the 4th quarter of 2019 ahead of YouTube, Whatsapp and Instagram in particular
  • In 2019 alone, TikTok has been downloaded a total of 738 million times worldwide (+11.25% vs. 2018)
  • Every day, on TikTok, nearly 1 billion video views are counted worldwide
  • Active TikTok users spend on average 52 minutes a day on the app
  • 68% of TikTok users use the app to watch other people’s videos
  • 90% of active TikTok users check the app more than once a day
numbers tiktok installations 2020
Overview of TikTok’s significant growth in the first months of 2020 in the number of monthly downloads worldwide (source)
tiktok growth installs 2016 2019
Overview of the growth (in downloads) of TikTok since its launch in 2016

Key figures on TikTok users:

Although TikTok does not share official statistics on its users, some external studies give us an overview of the current audience that uses this application (however, this data should be taken with a grain of salt as many sources present different data) :

  • 18-24 year olds would represent about 26% of users in the United States
  • The 25-44 year olds would currently represent nearly 45% of the users of the application
  • 45-64 year olds would currently represent 26% of active TikTok users

Other interesting figures on TikTok:

  • TikTok’s revenue in 2019 approached $200 million with $176.9 million.
  • Engagement rates on TikTok posts are currently very high with average rates above 8% (this statistic varies depending on the number of subscribers): for example, an account with less than 1000 subscribers can hope to have an average engagement rate of 9.4% with the same number of subscribers on Instagram, he can hope to have an average engagement rate of 7% (Source: Influencer Marketing Hub study)
  • TikTok is available in over 150 countries worldwide
  • The application is translated into 39 different languages
  • India, China and the United States alone account for more than 50% of the app’s total downloads and are the most active markets for TikTok in 2020

Figures: TikTok in France

To date, we only have very little data on the use of TikTok in France, but here is what we have to date:

  • In just two weeks after the start of confinement in France (mid March 2020 to April 03), TikTok was downloaded more than 93,000 times in France: the application was the 4th most downloaded mobile application in France over this period.
  • In Germany, 44.2% of TikTok users are men compared to 55.8% women (source: App Ape): Germany being a country quite similar to France, it is quite likely that the distribution is quite similar in France

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