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40+ TikTok-statistik som digitala marknadsförare behöver veta

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40+ TikTok Stats Digital Marketers Need To Know


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 miljard 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:

  • 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 reklam- 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 reklam- 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 reklam- experience on offer at TikTok, as 45% of “heavy” users said that reklam- blends in with other content.

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

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.

Viktiga 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.

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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15 SEO-experter för e-handel avslöjar de bästa insikterna för 2023

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15 Ecommerce SEO Experts Reveal Top Insights For 2023

Wondering how to do SEO for ecommerce?

Looking for expert insights on ecommerce SEO?

Uncertain how to make your online store more successful?

From acknowledging that the traditional customer journey is dead, to fast pivoting due to Google’s constant updates, to reassessing benchmarks after the pandemic digital boom and the subsequent fall, experts from award-winning agencies assess what’s next in ecommerce SEO.

We wanted to go beyond unpredictability, so we interviewed 15 digital growth and SEO experts to get their insights, tips, and lessons learned as part of our Ecommerce SEO deep dive.

Ecommerce experts in this article talk about search behaviors, hands-on clients, forecasting for aligning to current trends, and more.

Let’s see what they have to say.

Implement Multi-Touchpoint Customer Journeys As Search Behaviors Change

James Finlayson, Head of SEO at the7stars: “Google’s search volumes aren’t just stagnating – in many cases, they’re reducing. Despite this, consumers are conducting more research prior to purchases than ever – on Amazon and other ‘super-retailers’, on TikTok, large publishers with loyal audiences, Pinterest, YouTube, and Reddit. We recently looked at one market where, we estimated, less than 10% of search activity was actually happening on Google.” Read Finlayson on digital and in-store buying, pushing for larger budgets, and their Sofology success story.

Sara Povoas, Content and SEO Manager at iProspect Portugal:  “We observed a huge increase in shopping, not only for younger audiences but also for older ones, which is new. I think that users are getting more demanding and more informed — if you have a lot of offers, you need to make smart decisions. So people are looking for more. The reviews, opinions, video demonstrations, and price comparisons are getting more popular as people are doing these decision-making searches in order to make a purchase.” Read Povoas on fluctuating stocks, hälsa and cosmetics trends, and client communication.

Luke Carthy, eCommerce SEO & CRO Consultant: “What I’m seeing across my consumer-based clients is that Average Order Value is up, but the number of transactions is probably similar or falling. What I mean by that is they’re spending more per transaction. Rather than someone going to a clothing retailer, maybe once a month or once every couple of weeks, depending on what their previous shopping habits were, they will shop less frequently. And when they shop, they’ll spend more money. I think that happens for a couple of reasons: One is to mitigate the delivery fees and, secondly, to try and get to thresholds to claim rewards, whatever those might be.” Read Carthy on buy-in, shifting strategies, and B2B clients.

Jen Cornwell, Senior Director of Digital Strategy at Ignite Visibility: “The way people shop has changed, as they had converted to online and are now back to this hybrid style again. I think it’s all about expectation setting: Can we ever get back to those traffic levels or those conversion levels online again? What are some creative ways that we can go about if we think that’s the case? User behavior has taken a big shift.

For instance, we had an electronics client who sold computers, both online and brick-and-mortar. We started to see a shift at the beginning of 2022 as they had more foot traffic to their stores – which they’re happy about, but they do not see as many purchases online anymore. Even in the instances where there isn’t a brick-and-mortar component or the product is only available online, the opportunity for somebody to go and buy it in person just pulls them away from coming to the Internet as much as they used to.” Read Cornwell on video content, white goods, and creative page optimization.

Get Creative With Product Reviews, Long-Tail Keywords & Specificity, As Google Algorithm Updates Intensify

James Euinton, Account Director at The SEO Works: “Over the years, as Google improves its handling of language, it’s been more important to focus on the more specific, longer-tail phrases. Sometimes this may mean catering to specific questions and keywords that fall outside standard products and category pages. It’s important that we tailor additional content to these to target the customer at different points in the journey or funnel.” Read Euinton on moving the needle fast, Core Web Vitals, and business contexts.

Radu Marcusu, CEO at Upswing: “The biggest challenge this year was for marketing managers to explain the drops in the market and how to go about it. That’s why I would say it was more about us being proactive in communicating these shifts to our clients. They needed support in understanding the overall market trends and that it was a general change in demand – and, of course, in adapting to it. That also meant new tactics or focusing on specific actions. For instance, if Google now recommends refined searches, we make sure our clients have filters or categories targeting those searches. We also focus on having the right content to answer those searches. Or keep their Google My Business profiles optimized. In a nutshell, we were proactive in adapting strategies, budgets, and also specific actions implying Google changes.” Read Marcusu on differentiating through pitching, video searches, and developing internal tools.

Eli Schwartz, Growth Advisor and SEO Strategic Consultant: “Google and other search engines use deep learning to improve search results for their users continuously. This past year, I have noticed that local results are triggered more often when Google detects a local intent. At the same time, on results where there should not have been local intent, I have seen the local results disappear.”

Forecasts, SEO ROI & Data-Led Decisions Should Be At The Forefront For Ecommerce Businesses

Marc Swann, Director of Search at Glass Digital: “​​There’s no doubt that retailers are feeling the pinch as consumers tighten their belts, and this presents risks for most marketing agencies when it comes to justifying the value of their services. SEO is a channel that is often more at risk when times are hard, and marketing budgets are scrutinized. SEO performance can ultimately be maintained in the short and even medium term without a recurring spend associated with it, unlike something like paid search where once ad spend stops, performance disappears. So certainly, justifying expenditure in SEO is something that we have seen requested more and not seeing it as a luxury in harder times. Ultimately, those that are able to fulfill their SEO strategies through the hard times will be in much stronger positions when the economy eventually turns positive.” Read Swan on multi-lingual sites, sports retailers, and “luxury” channels.

Steve Walker, Technical Director at Journey Further: “Measuring ROI has always been important, but it’s no longer a nice-to-have. Measuring ROI is essential. This is why performance monitoring tools like SEOmonitor are critical to your agency. The amount of in-house teams has also increased dramatically over the past few months. This is a great thing for the SEO industry and a testament to SEO’s importance in digital marketing – but it fundamentally changes how agencies need to operate. We’re no longer just additional resources doing basic SEO activity. We need to act in a similar way to a business consultancy and provide strategic-level support.” Read Walker on new user journeys, measuring impact, and funnel optimization.

Rank Tracker’s Strategy view on SEOmonitor.com, December 202215 Ecommerce SEO Experts Reveal Their Top Insights For A Successful 2023

Ben Austin, Founder & CEO at Absolute Digital Media: “We utilize forecasting for both pitching and upselling to ecommerce clients to showcase our understanding of the industry they compete in and the business. By doing so, we can more effectively dictate what is required to drive continuous growth to the business whilst highlighting the ongoing value our innovative SEO strategies provide. In addition to providing a basic forecast of the brand’s current market position, we supply further insight into the wider business benefits such as returning customers, revenue, and ROI.” Read Austin on business strategies, performing verticals in ecommerce, and dynamic URLs.

Charlie Norledge, Head of SEO Performance at Impression: “The pitches are much more competitive now because there are probably fewer clients going to market as things started to slow down a bit. We’ve had to make sure that we include innovative tactics in there. Like talking about how to utilize social media trends in organic when we talk about tech SEO, not just putting a list of fixes, making sure we have priority behind things and just giving them as much detail as possible.

Forecasting is another important piece. When we go to a competitive pitch, forecasting is, I’d say, required. If we didn’t do it, we could miss out. We were in pitches against other agencies, and because we had forecasts in place, we ended up winning the work.” Read Norledge on GPT-3 efficiency, reporting, and client expectations.

Kevin Gibbons, Founder and CEO at Re:signal: “For us, it’s important to have strong communication with our clients about where the priorities are and make sure that we know not just where the search demand is, but also the supply. Knowing what clients are focusing on – both in terms of seasonality and where the priorities could be and could be shifting because of those issues – helps us re-address what we’re doing.

I think everyone’s just probably a bit more price-conscious and cautious right now in terms of what they’re doing. So, again, that’s why ecommerce is such a strong sector for us. For the reason that you can track organic revenue performance. Everyone wants to make sure they’re maximizing their ROI.” Read Gibbons on internationalization and their ASICS success story.

15 Ecommerce SEO Experts Reveal Their Top Insights For A Successful 2023SEO Forecast by SEOmonitor, December 202215 Ecommerce SEO Experts Reveal Their Top Insights For A Successful 2023

Leverage Integrated Campaigns To Build More Growth Opportunities

It’s not just about one channel or one tactic, but ecommerce digital experts are looking more and more into how they can optimize the full user experience, coordinate PR and SEO efforts, and make sense of the whole industry landscape and where the opportunity lies:

Petar Jovetic, Organic Director at Impression: “Everything we do has to show value and be targeted. We’re baking innovation more and more into our proposition. It’s been quite compelling to leverage AI to handle higher workloads and then do it more efficiently. One other thing I’m keen to explore is using our CRO department, especially at the bottom of the funnel where every user counts, to grow acquisition strategically with more A/B testing, multivariate testing, etc. We’re looking into how CRO and SEO can complement each other more. I think that is really appealing in the current economic climate. So we’re not just throwing additional users but nurturing them through the funnel to conversion.” Read Jovetic on SEO maturity frameworks and the State of Retail.

Charlie Clark, Account Director & Founder at Minty Digital: “I noticed more clients are looking to build their brand through digital PR, and we build their brand name rather than just focus on sales. Some of the bigger companies we work with used to allocate a separate budget to SEO, and that used to be the entire thing. Now they’re allocating separate budgets within their departments, one for SEO and one for PR. They’ll have their traditional PR, the standard press releases, but then they’ll also be tying in the digital aspect to that, which is something that’s been quite interesting to know.” Read Clark on entering new markets and campaign KPIs.

Heemesh Vara, Head of SEO at Semetrical: “Our keyword research process focuses on exploring the whole industry. That’s something different from other agencies. Where they might take a category-by-category approach and do it month by month, we do it the other way around. It’s a lot of work for us at the beginning, but it does provide the client and us with a complete picture of their entire industry. For example, we worked with a vintage möbel client with multiple types of products and categories, from sofas, stools, chairs, side tables, etc. So we had to research the entire industry all at once. And this is one of our unique selling propositions that we always put in the proposal as well.” Read Vara on SEO data analysis and baselines, stakeholder management, and securing budgets.

In the end, as our 15 interviews have shown, both ecommerce clients and markets continue to shift, so it’s critical to showcase sustainable results.

With all these challenges SEO experts face in mind, we continue to develop SEOmonitor so it helps you:

  • Prove the value of SEO with a forecast solution that allows you to connect desired ranking targets to non-brand organic traffic growth potential.
  • Ta tillbaka sessions-, konverterings- och intäktsdata till sökord med vår lösning på (medföljer ej), så att du vet vilka sökord som ger resultat.
  • Håll koll på efterfrågan med dagliga rankningar för stationära och mobila enheter som standard, sökvolymer och trender från år till år över plattformen och automatiska säsongsvarningar.
  • Och så mycket mer.

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