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40+ TikTok Stats Digital Marketers Need To Know

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40+ TikTok Stats Digital Marketers Need To Know

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TikTok has proven itself more than the latest trending social craze.

In fact, the short-form video sharing social network has emerged as a key player in the consumer path to purchase, particularly for product discovery.

Looking to make the business case for TikTok as part of your own digital marketing mix?

You’re going to need some data-backed reasoning to justify the investment.

Check out these fascinating TikTok statistics and facts you can use to get your marketing team or client onboard.

TikTok’s User Base Is Massive…

And it’s still growing.

  • TikTok has over 1 billion monthly active users, as of September 2021.
  • TikTok was the #1 downloaded app both worldwide and in the U.S. in 2021.
  • TikTok now has more GenZ users than Instagram and is expected to surpass Snapchat in 2023.
  • U.K. users spend the most time on the platform at an average of 27.3 hours per month, while U.S. users spend 25.6 hours TikToking and Canadians 22.6 hours.

Who Uses TikTok?

Beyond demographics, understanding the mindset of TikTok users can help determine who your prospective audience may be and what content will best resonate with them.

Here are a few interesting things we know about who TikTok users are and what they want:

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  • 64% of global users say they can be their true selves on TikTok.
  • 53% of users worldwide say they trust others to be their real selves on TikTok.
  • 56% of TikTok users say they post videos on the platform that they wouldn’t post anywhere else.
  • 59% of global users, on average, say they feel a sense of community when they are on TikTok.
  • 70% of global users say TikTok is a platform they would recommend to others.
  • 78% of users agree that the best brands on TikTok are ones that share their ideas and work together with users.
  • 44% of daily TikTok users want branded content to be fun and entertaining.

TikTok Is Pulling Audience From Other Types Of Media

TikTok usage is impacting media consumption in other channels and platforms, as these facts demonstrate:

  • 35% of TikTok users say they’ve spent less time watching TV or video content since they started using TikTok.
  • 41% of Gen Z users say they’ve cut down on podcast listening since joining TikTok, and 33% say they watch less TV.
  • 79% of global TikTok users say content on TikTok is unique or different, and 68% find advertising content specifically to be unique or different from any competitive platform.
  • 73% of global users say they feel a deeper connection to brands they interact with on TikTok, compared to other platforms.

If you aren’t connecting with the audience on TikTok, you could be missing out on valuable opportunities to get found.

TikTok Users Give The Content Their Full Attention

TikTok users tend to be fully engaged and tune the rest of the world out when they’re using the platform.

  • 46% of users engage with TikTok content without any other distractions.
  • 84% of TikTok users say they come across content to which they can relate on the platform.
  • 77% of users worldwide say they read the comments on the posts and videos on TikTok.
  • 10.85 minutes: the average user session length, making TikTok the most engaging of all social media apps.

How will you make the most of these moments you have to make an impression? Check out these TikTok marketing best practices and tips to get you started.

TikTok Users Display Great Commercial Intent

Getting in front of a large audience may be flattering but is pretty pointless from a marketing perspective unless those people are open to becoming customers.

This is another place TikTok excels.

  • 92% of users say that after watching a TikTok, they take action such as liking the content, sharing it with friends, following the brand, or researching or buying a product.
  • 60% of global TikTok users say they follow brands on TikTok.
  • 50% of Gen Z users say they follow the creator after watching TikToks.
  • 52% of TikTok users worldwide say they search for products or shop on the platform.
  • 67% of TikTokers say the content has inspired them to shop even when they weren’t looking to do so.
  • 39% of users say that “lifting their spirits” is a key factor in TikTok purchasing decisions.
  • Consumer spending on TikTok increased by 77% in 2021.

How Users Spend Their Solo Time On TikTok

TikTok users long to be entertained, educated, and inspired by the content they engage. Here’s how they spend their time, according to the TikTok Marketing Science Global ‘Time Well Spent’ study by Kantar:

  • 71% watch videos on TikTok.
  • 69% use TikTok to find other creators to follow.
  • 60% use TikTok to find new recipes and DIY projects.
  • 59% use TikTok to learn about current events and trends.

TikTok Is Social, Too

TikTok is a great place for families and friends to co-create and discover new trends together, as well. Kantar’s research found that this is what users are doing when they’re enjoying TikToks together:

  • 67% are sharing videos.
  • 66% participate in TikTok hashtag challenges with family and friends.
  • 65% take part in trends and pranks.
  • 61% message their friends.
  • 57% use TikTok to learn new dance moves.
  • 56% are filming new TikToks.
  • 55% are creating original content.

TikTok Advertising Statistics

Is TikTok a good place to invest social advertising budget? Consider these facts:

  • The average TikTok campaign ROAS was 2X the median campaign performance benchmark in commissioned studies.
  • Campaigns in the U.S. saw a 14% higher paid media ROAS versus all digital media measured in a recent Nielsen Media Mix Model Meta Analysis.
  • Ads created for TikTok with creator partnership achieved 65% higher 2-second view rates, according to first-party meta-analysis and third-party research.
  • Calls to action (CTAs) in TikTok text have shown to provide a 152% lift in conversion compared to those that do not give viewers a clear next step to take.
  • Product use and comedy drive a 24% increase in TikTok ads being watched to the end.
  • Ad recall was 24% higher for TikTok-specific branded content created in collaboration with creators in a TikTok study.
  • 312% lift in conversion: the result of shooting TikTok videos at 720p resolution or higher, as compared to lower-res clips.

Many users seem satisfied with the advertising experience on offer at TikTok, as 45% of “heavy” users said that advertising blends in with other content.

You can learn more about TikTok search ads (currently in beta) here.

TikTok offers a free 4-part course to help advertisers make the most of their investment in the platform, too.

Matt Southern takes a look at the TikTok Tactics course and share TikTok advertising best practices here.

Key Takeaways

TikTok is here to stay and is worth at least taking a look at as part of your marketing mix.

It isn’t a fad, and the audience is not limited to one narrow group or demographic. TikTok has become mainstream, and the people who use it demonstrate a good level of commercial intent.

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TikTok is a two-way channel where users expect a conversation and don’t like to be “sold.”

Users are looking to be educated, entertained, and engaged. Marketers who can achieve that will find a highly motivated audience open to product discovery, shopping, and sharing recommendations with family and friends.

Want to learn more?


Featured image: Shutterstock/Chaay_Tee

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B2B PPC Experts Give Their Take On Google Search On Announcements

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B2B PPC Experts Give Their Take On Google Search On Announcements

Google hosted its 3rd annual Search On event on September 28th.

The event announced numerous Search updates revolving around these key areas:

  • Visualization
  • Personalization
  • Sustainability

After the event, Google’s Ad Liason, Ginny Marvin, hosted a roundtable of PPC experts specifically in the B2B industry to give their thoughts on the announcements, as well as how they may affect B2B. I was able to participate in the roundtable and gained valuable feedback from the industry.

The roundtable of experts comprised of Brad Geddes, Melissa Mackey, Michelle Morgan, Greg Finn, Steph Bin, Michael Henderson, Andrea Cruz Lopez, and myself (Brooke Osmundson).

The Struggle With Images

Some of the updates in Search include browsable search results, larger image assets, and business messages for conversational search.

Brad Geddes, Co-Founder of Adalysis, mentioned “Desktop was never mentioned once.” Others echoed the same sentiment, that many of their B2B clients rely on desktop searches and traffic. With images showing mainly on mobile devices, their B2B clients won’t benefit as much.

Another great point came up about the context of images. While images are great for a user experience, the question reiterated by multiple roundtable members:

  • How is a B2B product or B2B service supposed to portray what they do in an image?

Images in search are certainly valuable for verticals such as apparel, automotive, and general eCommerce businesses. But for B2B, they may be left at a disadvantage.

More Uses Cases, Please

Ginny asked the group what they’d like to change or add to an event like Search On.

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The overall consensus: both Search On and Google Marketing Live (GML) have become more consumer-focused.

Greg Finn said that the Search On event was about what he expected, but Google Marketing Live feels too broad now and that Google isn’t speaking to advertisers anymore.

Marvin acknowledged and then revealed that Google received feedback that after this year’s GML, the vision felt like it was geared towards a high-level investor.

The group gave a few potential solutions to help fill the current gap of what was announced, and then later how advertisers can take action.

  • 30-minute follow-up session on how these relate to advertisers
  • Focus less on verticals
  • Provide more use cases

Michelle Morgan and Melissa Mackey said that “even just screenshots of a B2B SaaS example” would help them immensely. Providing tangible action items on how to bring this information to clients is key.

Google Product Managers Weigh In

The second half of the roundtable included input from multiple Google Search Product Managers. I started off with a more broad question to Google:

  • It seems that Google is becoming a one-stop shop for a user to gather information and make purchases. How should advertisers prepare for this? Will we expect to see lower traffic, higher CPCs to compete for that coveted space?

Cecilia Wong, Global Product Lead of Search Formats, Google, mentioned that while they can’t comment directly on the overall direction, they do focus on Search. Their recommendation:

  • Manage assets and images and optimize for best user experience
  • For B2B, align your images as a sneak peek of what users can expect on the landing page

However, image assets have tight restrictions on what’s allowed. I followed up by asking if they would be loosening asset restrictions for B2B to use creativity in its image assets.

Google could not comment directly but acknowledged that looser restrictions on image content is a need for B2B advertisers.

Is Value-Based Bidding Worth The Hassle?

The topic of value-based bidding came up after Carlo Buchmann, Product Manager of Smart Bidding, said that they want advertisers to embrace and move towards value-based bidding. While the feedback seemed grim, it opened up for candid conversation.

Melissa Mackey said that while she’s talked to her clients about values-based bidding, none of her clients want to pull the trigger. For B2B, it’s difficult to assess the value on different conversion points.

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Further, she stated that clients become fixated on their pipeline information and can end up making it too complicated. To sum up, they’re struggling to translate the value number input to what a sale is actually worth.

Geddes mentioned that some of his more sophisticated clients have moved back to manual bidding because Google doesn’t take all the values and signals to pass back and forth.

Finn closed the conversation with his experience. He emphasized that Google has not brought forth anything about best practices for value-based bidding. By having only one value, it seems like CPA bidding. And when a client has multiple value inputs, Google tends to optimize towards the lower-value conversions – ultimately affecting lead quality.

The Google Search Product Managers closed by providing additional resources to dig into overall best practices to leverage search in the world of automation.

Closing Thoughts

Google made it clear that the future of search is visual. For B2B companies, it may require extra creativity to succeed and compete with the visualization updates.

However, the PPC roundtable experts weighed in that if Google wants advertisers to adopt these features, they need to support advertisers more – especially B2B marketers. With limited time and resources, advertisers big and small are trying to do more with less.

Marketers are relying on Google to make these Search updates relevant to not only the user but the advertisers. Having clearer guides, use cases, and conversations is a great step to bringing back the Google and advertiser collaboration.

A special thank you to Ginny Marvin of Google for making space to hear B2B advertiser feedback, as well as all the PPC experts for weighing in.

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Featured image: Shutterstock/T-K-M

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