The Complete Guide to TikTok Statistics for 2024: What Every Small Business Needs to Know

As a consultant who helps small and medium businesses succeed, I‘m often asked about the latest social media trends. And over the past year, the question I get most is: Should I be on TikTok?

My answer? A resounding yes!

TikTok has exploded since launching globally in 2018. The app lets users create short videos with fun filters and effects. Thanks to its addictively entertaining content, TikTok has been downloaded over 3.3 billion times according to AppAnnie.

For businesses, especially small ones, TikTok offers a huge opportunity to reach new audiences. But I know diving into a new social platform can be intimidating.

That‘s why I‘ve put together this comprehensive guide examining the most important TikTok statistics for 2024. My goal is to help small business owners understand TikTok‘s growth and potential so you can start leveraging it in your marketing.

Let‘s dive in!

TikTok‘s Meteoric Growth

Since bursting onto the global stage in 2018, TikTok has seen growth unlike any platform before it. Just look at some of these mind-blowing stats:

  • TikTok hit 1 billion monthly active users in September 2021 according to internal data. For context, it took Instagram 6 years to hit that milestone.
  • SensorTower reports India had 611 million downloads before TikTok was banned there in 2020.
  • TikTok saw 98% user growth in Brazil last year according to App Annie, its largest market in South America.
  • In the US, research from Insider Intelligence indicates there will be 37.3 million monthly TikTok users in 2024, up 18.6% year-over-year.

Such massive growth in just a few years is almost unheard of. Yet what‘s most interesting to me is who is using TikTok.

TikTok‘s Core Demographic Should Excite Small Business Owners

The majority of TikTok‘s users are young people, especially teens and those in their early 20s.

  • According to TikTok‘s own data, 69% of their global audience is between the ages of 10 and 29.
  • In the US, research shows over 60% of teens use TikTok, more than any other social app.

This youthful demographic is ideal for small businesses. Young people are often early adopters of trends and flock to "cool" new platforms. Getting in front of them now allows your business to grow alongside TikTok.

Just as importantly, young audiences are influential. If they love your product or service, they‘ll tell friends which can lead to exponential growth. The key is making real connections by providing value, not just promotional messaging.

The other statistic that excites me? 38% of TikTok‘s users are on the app multiple times per day. They‘re highly engaged, scroll endlessly, and are open to discovering new brands and content.

For small businesses struggling to cut through the noise on crowded platforms like Facebook or Instagram, TikTok represents a huge opportunity. Let‘s look at why users find it so engaging.

What Makes TikTok So Addictive

TikTok‘s tagline is "Make Your Day" and their content does just that. Here are some key factors behind TikTok‘s addictive user experience:

Short-Form Vertical Video

  • The 15 to 60 second videos are perfect for today‘s short attention spans. They‘re long enough to tell a story but short enough to be consumed easily.

Powerful Algorithm

  • TikTok‘s AI quickly learns your interests and serves you relevant content from creators you‘ve never encountered, helping videos go viral easily.

Interactive Features

  • Features like Duets and Challenges allow easy content creation and collaboration between creators and fans. This breeds an engaged community.


  • Videos on TikTok feel real, funny, and genuine. This authenticity makes users more likely to share content and participate rather than just consume.

These factors combine to create an app users can‘t put down. And the stats back it up:

  • Users spend an average of 52 minutes per day on TikTok according to data company Sensor Tower.
  • Bytedance, TikTok‘s parent company, estimates users open the app 8 times per day on average.
  • A 2021 survey by Marketing Charts found 60% of users say they discover new content creators daily on TikTok.

For small businesses, this level of discovery and engagement is nearly impossible to find elsewhere. But TikTok isn‘t just fun and games. Serious marketers are taking notice and putting big money into advertising on the platform.

Huge Brands Are Bringing Big Ad Dollars to TikTok

Given TikTok‘s explosive user growth and high engagement, it‘s no surprise brands are flocking to the app.

eMarketer projects TikTok ad spending to hit $11.64 billion by 2024 in the US alone. However, they estimate it will still account for only 6.6% of total digital ad spend.

That means there‘s huge room for growth. And early adopters have a chance to establish themselves before competing brands catch on.

To optimize ad campaigns, I always recommend starting small to test what resonates with your niche audience. Some effective starting points include:

  • Hashtag Challenges: Chipotle saw a 7x return on their sponsored hashtag challenge according to TikTok.
  • Influencer Marketing: Nano-influencers with 1,000 to 10,000 followers have above average engagement rates, around 18% according to analytics firm Hype Auditor.
  • TikTok LIVE: LIVE streams let you engage an audience in real-time and get instant feedback.

While platforms like Facebook seem saturated with brands vying for attention, TikTok offers a new playing field. Since it‘s still early days, testing creative campaigns now can help you Perfect your strategy as TikTok matures.

Speaking of maturity, TikTok is starting to resemble platforms like Instagram with more sharing capabilities being added.

TikTok Continues Evolving into a Social Media Powerhouse

While some may still see TikTok as just another video app, its evolution proves it‘s turning into a social media giant:

  • TikTok recently expanded maximum video length from 60 seconds to 10 minutes. This gives creators more flexibility similar to YouTube.
  • New interactive features like TikTok Stories mirror the popular Stories format across Instagram, Snapchat, Facebook and others.
  • Hashtag profiles encourage deeper exploration of topics and allow influencers to build engaged communities around them much like on Twitter.

As TikTok has added more social and content features, it has kept up torrid growth:

  • Even with over 1 billion users already, eMarketer forecasts TikTok will have 1.8 billion monthly active users by 2025.
  • They estimate there will be 45.4 million US TikTok users this year, up 15.9% from 2021.
  • India already had 200 million users before its ban. If this enormous market were to reopen, it could boost TikTok‘s monthly users to over 2 billion.

While precise user figures aren‘t public, third-party estimates indicate TikTok isn‘t slowing down anytime soon. The platform is here to stay and now is the time for small businesses to find their niche.

Start Small, Think Big: An Action Plan for Small Business Success on TikTok

Gaining a foothold on TikTok takes persistence and creativity, but the upside for growth is enormous. Here are my tips for getting started:

Define Your Goals

Think beyond vanity metrics like followers or Likes. Instead, set goals like sales, email signups, or brand awareness. Track progress closely.

Find Your Niche

Study larger accounts in your industry and identify gaps your content could fill. Combine what you do best with audience needs for a winning combo.

Be Authentic

Show the real you and what makes your business special. Share your passion in an approachable way.

Engage With Communities

Join in discussions by Duetting and stitching other videos. Support creators in your niche to build relationships.

Create Shareable Content

Provide value and entertainment first. If your videos resonate, others will spread your message for you.

Analyze Performance

Review analytics constantly and learn from your top performing content. Refine your strategy based on data.

Optimize Your Profile

Maximize your bio with keywords. Add clickable links so visitors take action after viewing your profile.

Promote Your Presence

Share your TikTok across all your other social platforms and email channels. Run ads pointing to your page.

Follow this eight-step approach while keeping your eye on the bigger picture. As TikTok evolves, you‘ll be ready to fully capitalize on its potential as an integral marketing channel.

The key is committing now before your competitors beat you to it. Don‘t wait for TikTok to plateau. Jump on the rising tide in these early days and let it lift your business up with it.