tiktok advertising part 1: who’s using it?

Alison Hrevnack
July 25, 2022

As it turns out, TikTok is much more than an app for teens who love to dance. By now, it’s grown to be an educational, entertaining place for people and businesses alike. This means all the businesses that advertise on other platforms have found a home on TikTok as well. But how does TikTok advertising differ from other forms of social media? Let’s find out what kind of audiences and opportunities TikTok presents for us marketers.

Who Is On TikTok?

First rule of advertising: always know the audience. Knowing what kind of audience to reach will establish what kind of platforms to use as well as what messaging will attract them. Let’s take a look at the demographics of TikTok:

  • Roughly 59% of TikTok users are female, 39% are male, and 2% are nonbinary/genderfluid.
  • About 43% of TikTok’s global audience is between 18 and 24 years old.
  • 32% of TikTok users are between 25 and 34 years old.
  • 21% of Americans said they used TikTok in 2021.
  • TikTok’s largest audience is in the United States.
  • 31% of users are Hispanic adults.
  • 30% of users are Black adults.
  • 18% of users are White adults.

Based on stats like these, there’s no question about it: TikTok reaches a diverse audience. Still, the assumption that TikTok is most popular amongst Gen Z is still accurate. For businesses looking to reach 18-24 year olds (especially females) then TikTok is the way to go.

General User Statistics

These specific demographics are just the beginning of the opportunities that businesses can explore. The app indisputably has lots of influential power over its 1 billion monthly active users, so let’s examine the impact it has on TikTokers.

  • 67% of users say the app has inspired them to shop without even planning on doing so.
  • TikTok has become the number one app for driving consumer spending.
  • Consumer spending on TikTok increased by a whopping 77% in 2021.
  • TikTok ads reach 17.9% of all internet users aged 18+.
  • 37% of TikTok users have a household income of $100k+.
  • 24% of marketers considered TikTok effective for reaching their business goals, compared to just 3% in the previous year.

To further attest to TikTok’s popularity, it’s considered to be the most engaging social media app by a landslide. The app has an average user session of 10.85 minutes, which is twice as long as the average user session on Pinterest - the second-most engaging app. What makes it so addictive? It’s all in the algorithm. The “For You” feed is highly personalized to provide users with all the content and products they love to see. This algorithm has the potential to put a business in a prime position to highlight its products and services directly to its target audience.

What Will Giovatto Do With This User Info?

Now that we know user demographics and habits on TikTok, what kind of ad formats do those users encounter? And what kind of advertising methods and tones work? If there’s anything about TikTok that’s a well known fact, it’s that the app is made for quick videos. Since Studio G specializes in effective video marketing, your TikTok advertising goals and the Giovatto Agency are a match made in heaven. Tune in next week for part 2 to learn more about TikTok advertising as well as what kind of ads the Giovatto Agency can create for you!