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The TikTok Stats Marketers Need to Know in 2024

In the ever-evolving realm of social media, one platform stands out as the reigning champion of 2024: TikTok. If you’re a marketer navigating this digital world, it’s crucial to understand the demographics, user behavior, and advertising innovations driving TikTok’s dominance. As Kesha’s early 2000s anthem goes, it’s time to “tick tock on the clock, but the party don’t stop.” Let’s dig into the TikTok stats you need to know to keep the party going and run epic campaigns. 

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Demographics and User Behavior

According to insights from Search Engine Land, a staggering 50 percent of Gen Z women prefer TikTok over Google for their search needs. The allure lies in the platform’s video format. It offers relatable and personalized content that resonates with this demographic. 

But it’s not just about entertainment — TikTok wields significant influence over purchasing decisions. In fact, 62 percent of Gen Z admit the platform impacts their buying choices more than any other social media channel. A whopping 72 percent of them have made purchases based on products they discovered on TikTok. These TikTok stats underscore Gen Z’s reliance on social media. It’s not just for leisure. Social media provides a crucial avenue for brand discovery and shopping.

Ad Innovations

In a bid to cater to advertisers’ needs, TikTok recently rolled out a game-changing feature called Search Ads Toggle. This innovation allows brands to seamlessly integrate ads into TikTok’s search results. This allows them to capitalize on users’ high intent and relevant search queries. It’s akin to a modern-day genie, granting marketers the power to activate or deactivate ads as needed. Forget about Aladdin’s lamp — the real magic lies in the toggle. We’ll keep you updated on the TikTok stats these ad innovations drive as they develop.

Influence and Innovation

TikTok‘s influence transcends its user base. The app earned recognition as one of Time magazine’s 100 most influential companies for two consecutive years. For creators, brands, artists, and communities, TikTok has become a cultural phenomenon. 

Colorful graphic of character holding larger-than-life smartphone next to an even larger TikTok logo above the text: The TikTok Stats That Matter to Marketers in 2024

However, the platform’s success isn’t just about influence; it’s about innovation. While TikTok continues to lead in engagement and content volume, competitors like Instagram Reels and YouTube Shorts are rapidly gaining ground. A study by Pew Research reveals that 40 percent of users find the TikTok For You page extremely or very interesting. This emphasizes the importance of captivating (and highly personalized) content in 2024 marketing strategies. When it comes to TikTok stats, the platform’s algorithm is still the one to beat in the social media landscape.

Marketplace Potential

Half of all adults on TikTok have posted a video on the platform. And 56 percent of U.S. adults aged 18 to 34 actively use the app. It’s no secret TikTok provides fertile ground for marketers. Business Insider describes TikTok as a media master, projecting its ad business to grow at a staggering rate of over 22 percent. That’s faster than industry giants like Amazon, Google, and Meta. 

Moreover, TikTok’s recent launch of TikTok Shop signifies its ambition to become more than just a social media platform. It aims to be a fully-fledged marketplace. And from what we can tell, it’s working. The integration of shoppable videos, ads, and a dedicated Shop tab underscores TikTok’s commitment to fostering e-commerce within its ecosystem.

Embracing the TikTok Wave One Stat at a Time

For marketers, the message is clear: embrace the TikTok wave and ride it to your advantage in 2024. From influencing Gen Z’s purchasing decisions to leveraging innovative ad formats, TikTok presents unparalleled opportunities for brands.

In the words of Wayne Gretzky, “skate to where the puck is going to be, not where it has been.” In the world of social media marketing, TikTok is where the puck is headed. So, if you’re a marketer pondering your next move, remember: TikTok isn’t just a social platform. It’s a marketplace ripe for growth and innovation. Your audience is waiting. What are you waiting for?

If you’ve been waiting for the right influencer agency to partner with on your next TikTok campaign, look no further. We’ve helped brands like yours scale TikTok campaigns to great success, and we’d love for yours to be next. Schedule a strategy call with one of our experts today. We’ll help you leverage all the latest TikTok stats to work to your advantage, so you can reach all your campaign goals.

Photo of the author, Abigail Welcom, smiling on the beach in a white shirt and light blue blazer


Abigail Welcom | Marketing Magician

Abby wins hearts and gains trust as our Brand Marketing & Outreach Coordinator. She puts her Film and Television Production degree to good use dreaming up visual marketing for The Shelf. When she’s not dazzling us with out-of-the-box ideas, you can likely find her at The Happiest Place on Earth — Disneyland!



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