TikTok Marketing Statistics for 2026: Engagement Rates, Content Performance, Influencer Benchmarks, Search Behavior, Commerce, and Audience Data

TikTok Marketing Statistics

In 2026, TikTok is the most engaging social media platform in the world and one of the most commercially consequential. With 1.92 billion monthly active users, an average engagement rate of 2.50% by follower count that is five times higher than Instagram’s 0.50%, and users spending an average of 73 minutes per day on the platform, TikTok has fundamentally changed how brands build awareness, drive discovery, and convert purchase intent. ByteDance generated USD 73 billion in revenue in the first half of 2024 alone, approaching Meta’s USD 75.5 billion in the same period. TikTok’s total revenue reached USD 23 billion in 2024, up 43% year-over-year.

The content performance data reflects TikTok’s algorithmic advantage. Unlike Instagram or Facebook, which primarily surface content to existing followers, TikTok’s For You Page distributes content based on interest signals regardless of follower count. This structural democratization means that 1 in 4 TikTok users cannot be found on any other platform, and nano-influencers on TikTok achieve average engagement rates of 10.3%, compared to 1.73% on Instagram for the same tier, according to the Influencer Marketing Hub 2025 Benchmark Report. Videos that retain viewers past the 40% to 60% completion mark gain sustained For You Page exposure, and videos with high completion rates are shared four to six times more often than those without strong retention. Total watch time on TikTok surged 71% in 2024, meaning users are not just visiting more — they are watching more.

The platform’s role in discovery and commerce is equally defining. 71% of TikTok users say they discovered new products on TikTok that they had not seen elsewhere. 92% of users take some action after watching a video. 56% of U.S. consumers have purchased products promoted on TikTok. Nearly half of Gen Z prefer TikTok over Google as a search engine for product research. And TikTok was the first non-gaming app to top USD 6 billion in in-app purchase revenue globally. These metrics make TikTok not simply a media channel but a full-funnel marketing platform driving awareness, consideration, and purchase in a single feed.

This article compiles more than 60 TikTok marketing statistics drawn from the Sprout Social 2025 TikTok statistics analysis and 2026 Content Strategy Report, the 2025 Sprout Social Index, the Dash Social 2025 TikTok Benchmark Report of 970 global companies analyzed January to June 2025, the Influencer Marketing Hub 2025 Benchmark Report, SocialInsider analysis, Teleprompter.com TikTok Marketing Statistics 2025, WebFX 2026 TikTok Marketing Benchmarks, Metricool TikTok Statistics 2025, Emplicit TikTok Engagement Rate Benchmarks, Sociallyin 2026 Influencer Marketing Statistics, the Pew Research Center February 2024 study of U.S. adults, and Marketing LTB influencer statistics, all published within the last two years.

Scope and Methodology

  • Includes only publicly available TikTok marketing statistics relevant for 2026.
  • Based on the latest figures published within the last two years.
  • Sources include primary research, first-party platform data, institutional studies, and industry reports.
  • Each statistic is listed separately with its original source and study context.
  • No estimates, forecasts, interpretations, or recommendations are included.

Key TikTok Marketing Statistics for 2026

  • TikTok has 1.92 billion monthly active users globally as of Q1 2025, a 13% year-over-year increase from 1.7 billion in 2024, with daily active users exceeding 1.12 billion, based on SQ Magazine platform analysis cited in a 2025 TikTok advertising statistics compilation by Electroiq.
  • TikTok’s average engagement rate by follower count is 2.50% in 2024, a 5.6% decline from 2.65% in 2023, but still five times higher than Instagram’s 0.50% average engagement rate, based on SocialInsider analysis cited in the Sprout Social 2025 TikTok statistics overview published at Sprout Social.
  • ByteDance generated USD 73 billion in revenue in the first half of 2024, approaching Meta’s USD 75.5 billion for the same period, with TikTok’s total revenue reaching USD 23 billion in 2024, up 43% year-over-year, based on data cited at Teleprompter.com.
  • TikTok’s average total watch time increased 71% in 2024, reflecting sustained growth in depth of user engagement beyond surface metrics such as opens and impressions, based on data cited in the Metricool TikTok statistics analysis published at Metricool.
  • 92% of global TikTok users take some action after watching a video, whether liking, sharing, following, or searching for more information, making TikTok the most action-generative social platform per viewing event, based on data cited at Teleprompter.com.
  • 71% of TikTok users say they discovered new products on TikTok that they had not seen anywhere else, making TikTok the leading social platform for unassisted product discovery, based on data cited at Teleprompter.com.
  • 25% of TikTok users are unique to the platform and cannot be found on Facebook, Instagram, or other social networks, representing a distinct and otherwise unreachable audience segment, based on TikTok internal data cited in the Sprout Social 2025 TikTok statistics overview at Sprout Social.
  • 56% of U.S. consumers have purchased products promoted or advertised on TikTok, based on a consumer study cited in the WebFX 2026 TikTok Marketing Benchmarks report published at WebFX.
  • TikTok is the top channel for product discovery among Gen Z according to the Sprout Social 2026 Content Strategy Report, leading over Instagram, YouTube, and traditional search engines, based on data cited at Sprout Social.
  • Over 7 million businesses use TikTok for advertising and organic content to reach potential customers, and 88% of small and medium-sized businesses reported that TikTok promotions led to higher sales for their business, based on data cited at Social Champ.
  • TikTok’s content engagement rate declined from 5.77% in 2023 to 4.64% in 2024, reflecting growing content saturation as more creators and brands enter the platform, based on data cited at Amra and Elma.
  • TikTok marketing benchmarks for 2026 show average engagement rates ranging from 3.85% to 4.90%, based on verified campaign performance data between 2024 and 2025, published in the WebFX 2026 TikTok Marketing Benchmarks report at WebFX.

Engagement Rate and Content Performance Statistics

  • TikTok engagement rates between 4% and 8% are considered typical for brand accounts, while anything above 10% is exceptional, and micro-influencers with 1,000 to 10,000 followers often exceed the 10% threshold, based on the Emplicit TikTok Engagement Rate Benchmarks 2025 analysis published at Emplicit.
  • Nano-influencers on TikTok with fewer than 5,000 followers achieve an average engagement rate by views of 4.20%, and accounts with fewer than 5,000 followers experience follower growth rates eight times higher than those with over 100,000 followers, based on the Emplicit TikTok Engagement Rate Benchmarks 2025 analysis published at Emplicit.
  • Videos that retain viewers past the critical 3-second mark and achieve high completion rates are shared four to six times more often than those without strong retention, making completion rate and average watch time the two most algorithmically important metrics, based on data cited at WebFX.
  • Publishing brands lead TikTok industry engagement rates at 5.2%, while beauty and luxury brands perform well with moderate posting frequency, based on the Dash Social 2025 TikTok Benchmark Report analyzing 970 global companies from January to June 2025, published at Dash Social.
  • 90% of TikTok users say sound is a pivotal aspect of their engagement with content, and 93% of the highest-performing TikTok ads include music or sound as a primary creative element, based on data cited at Bind Media.
  • Vertical video formats on TikTok receive 40.1% more impressions than landscape or square formats, reflecting the platform’s mobile-native full-screen design, based on data cited in a 2025 TikTok advertising statistics compilation by Electroiq.
  • 41% of TikTok users have uploaded a video reacting to another video, reflecting the interactive duet and stitch culture that amplifies organic reach beyond a brand’s direct following, based on data cited at Bind Media.
  • User-generated content is the top-performing content type for TikTok marketing, identified by 55.7% of marketers as their best-performing format, while 40% of TikTok users engage more with brands that show personality and 45% feel more understood by brands that prioritize authenticity, based on the Emplicit TikTok Engagement Rate Benchmarks 2025 analysis published at Emplicit.

Search and Discovery Statistics

  • Nearly half of Gen Z prefer TikTok and Instagram over Google as a search engine for product and information discovery, with 1 in 10 Gen Z users more likely to rely on TikTok than Google, based on data cited at Metricool and Social Snowball.
  • The hashtag #fyp remains the most used hashtag on TikTok in 2025 with 45 trillion views globally, representing the For You Page discovery mechanism that allows even small accounts to reach massive non-follower audiences, based on data cited at Bind Media.
  • The hashtags #makeup and #beauty have amassed over 756.2 billion combined views on TikTok, underscoring the platform’s outsized influence on consumer trends and product discovery in the beauty industry, based on data cited at Social Champ.
  • The hashtag #FinTok, representing TikTok’s financial content community, has surpassed 4.7 billion views, reflecting TikTok’s expanding role as a trusted personal finance and investing information source for younger demographics, based on data cited at Social Champ.
  • TikTok helped small businesses in the food and beverage sector generate an estimated USD 6.4 billion in revenue through organic discovery and viral content, based on data cited at Teleprompter.com.
  • Over 40% of U.S. TikTok users use the platform as a search tool, with TikTok’s search functionality increasingly competing with traditional search engines for product queries, local business discovery, and how-to content, based on data cited at Emplicit.
  • Brand advertising recall on TikTok increased by 27% when partnered with a TikTok influencer, and partnering with a creator can boost a brand’s advertising view-through-rate by 193%, based on TikTok internal data cited at Metricool.

TikTok Influencer Marketing Statistics

  • TikTok nano-influencers with 1,000 to 10,000 followers achieve an average engagement rate of 10.3% in 2024, compared to 1.73% for Instagram nano-influencers in the same tier, and TikTok mega-influencers maintain a 7.1% average engagement rate even at massive scale, based on the Influencer Marketing Hub 2025 Benchmark Report published at Influencer Marketing Hub.
  • Nano-influencers represent 87.68% of TikTok’s entire influencer ecosystem and micro-influencers account for 8%, meaning nearly 96% of all TikTok influencers are small creators under 100,000 followers, based on the Influencer Marketing Hub 2025 Benchmark Report published at Influencer Marketing Hub.
  • 69% of brands used TikTok for influencer marketing in 2024, and 46.7% of marketers consider TikTok the most important influencer marketing channel, while 50% of marketers believe TikTok offers the best ROI among all social platforms, based on the Sociallyin 2026 Influencer Marketing Statistics published at Sociallyin.
  • TikTok influencer rates by tier in 2025 range from approximately USD 50 to USD 200 per post for nano-influencers, USD 200 to USD 1,000 for micro-influencers, USD 1,000 to USD 5,000 for mid-tier, USD 5,000 to USD 20,000 for macro-influencers, and USD 13,750 on average for mega-influencers, based on research published at Influencer Marketing Hub and benchmarks cited by Marketing LTB.
  • Micro-influencers on TikTok with 2,000 to 100,000 followers boast conversion rates 22.2 times higher than celebrity influencers, making the mid-range tier the most efficient for direct conversion goals, based on the Emplicit TikTok Engagement Rate Benchmarks 2025 analysis published at Emplicit.
  • The cost per engagement on TikTok is approximately USD 0.27, compared to USD 15.30 on Facebook and USD 0.05 on Instagram, based on the Aspire State of Influencer Marketing 2024 study cited at Socially Powerful.
  • Campaigns that match influencer niche to product category achieve 13.59% higher engagement and 81.39% more views, yet only 37.20% of brands implement niche-aligned selection, based on the Archive.com 2025 influencer marketing growth statistics analysis at Archive.com.
  • Brands achieve an average USD 5.78 return for every USD 1 spent on influencer marketing, with TikTok’s ROI up to 10.7 times greater than traditional last-click attribution models suggest, based on data cited at Emplicit and Archive.com.

TikTok Commerce and Purchase Behavior Statistics

  • 39% of purchases across all social commerce platforms are influenced by TikTok, and TikTok was the first non-gaming app to top USD 6 billion in in-app purchase revenue globally, based on data cited at Bind Media.
  • 50% of TikTok users have made a purchase after watching a live video on the platform, reflecting the immediate commercial power of TikTok LIVE as a commerce format, based on data cited at Teleprompter.com.
  • TikTok Shop generated USD 33.2 billion in global GMV in 2024, a 202% year-over-year increase, with beauty and personal care accounting for 22% of total global TikTok Shop sales, based on TTS Vibes analysis published at TTS Vibes.
  • 33% of TikTok users purchased a product after seeing it on the platform, and only 14% of TikTok shoppers do not take a post-purchase action, with the majority more likely to engage with the brand online after buying, based on TikTok for Business data cited at Metricool.
  • TikTok users have the highest rate of impulse buying of any social platform, and 1 in 4 TikTok users made a purchase after seeing a beauty-related TikTok, based on Statista data cited at Metricool.
  • 11% of all U.S. households have purchased through TikTok Shop, based on platform data cited at Bind Media.

Audience and Behavioral Statistics

  • The United States has the largest TikTok user base at approximately 135 million monthly active users, followed by Indonesia at 107.7 million and Brazil at 91.75 million, based on data cited in a 2025 TikTok advertising statistics compilation by Electroiq.
  • 58% of consumers globally have profiles on TikTok, and 82% of Gen Z are most likely to have TikTok profiles, according to the 2025 Sprout Social Index, published at Sprout Social.
  • The largest TikTok age and gender demographic is females aged 18 to 24 at 18.2% of the total user base, while over 70% of U.S. TikTok users are between the ages of 18 and 34, based on data cited at Metricool.
  • The average TikTok user opens the app 344 times per month and spends an average of 73 minutes per day on the platform in 2025, with 88% of users accessing it at least once daily, based on data cited in a 2025 TikTok advertising statistics compilation by Electroiq.
  • The top 25% of U.S. adults on TikTok by posting volume produce 98% of all publicly accessible videos from that group, and approximately 52% of U.S. adults on TikTok have ever posted a video on the platform, based on the Pew Research Center February 2024 study cited at Metricool.
  • TikTok users are nearly 50% more likely to discover a new brand or product from celebrities or other public figures compared to users on other platforms, based on TikTok internal data cited at Metricool.
  • 83% of TikTok users find the platform’s advertisements entertaining, compared to 67% on Instagram, and 39% of purchases are influenced by TikTok overall, based on data cited at Bind Media.

Regional or Geographic Statistics

  • TikTok’s sister app Douyin has 766.5 million monthly active users based in China, slightly up year-over-year, while TikTok’s cumulative global downloads surpassed 5.48 billion as of mid-2025, based on data cited at Sprout Social.
  • TikTok earned over 875 million global app downloads in 2024 alone, with 186 million installs in Q4 2024 and a historical quarterly peak of 313 million downloads in early 2020, based on data cited at Teleprompter.com.
  • Indonesia leads global TikTok Shop by H1 2025 GMV at USD 6 billion, followed by the United States at USD 5.8 billion with 91% year-over-year GMV growth, while Malaysia achieved the highest regional growth rate at 150% year-over-year, based on TTS Vibes analysis published at TTS Vibes.
  • Southeast Asia historically accounts for over 90% of all TikTok Shop items sold by volume, with Thailand, Vietnam, Malaysia, the Philippines, Singapore, and Indonesia as the dominant markets, based on data cited by Marketing LTB.
  • TikTok expanded TikTok Shop into Spain and Ireland in late 2024 and France, Germany, and Italy in early 2025, extending TikTok commerce beyond its Southeast Asia and U.S. strongholds into Western Europe, based on platform expansion data cited in a 2025 TikTok shopping statistics compilation by Electroiq.
  • India, Iran, Nepal, and Somalia are among countries that have enforced TikTok bans, redirecting short-form video activity primarily to Instagram Reels and YouTube Shorts, while India’s ban has created significant platform share gains for Instagram in the world’s largest emerging market, based on platform availability data cited at Teleprompter.com.
  • TikTok’s U.S. regulatory proceedings contributed to an 8 percentage point drop in U.S. social media investment share for TikTok in 2025, based on the Keen Decision Systems 2026 Marketing Benchmarks and Insights Report published at Keen Decision Systems via Business Wire.

References

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