TikTok is one of the fastest growing social media platforms, thanks to which the short video format has gained immense popularity. Its emergence has forced brands and videos to rethink the use of video content for business.
The app, which started as a space for dance trends, quickly became a powerful tool for brands targeting young millennials and Generation Z, storytelling, customer interaction and community building.
We’ve collected interesting, up-to-date statistics on TikTok, including data on platform usage, user and business activity, algorithm features, and other important data that will be useful to marketers, startups, and entrepreneurs.
What is the average TikTok video length?
• In 2024, the average TikTok video was 42.7 seconds long, an increase from 39 seconds in 2023. – Statista
• According to Metri Cool’s study of 47,625 business accounts and 37,636 personal accounts, videos longer than 54 seconds get the most views.
Top 3 countries by TikTok usage
• As of February 2025, the United States had the largest TikTok audience with 135.79 million users. Indonesia followed with 107.7 million users, and Brazil ranked third with 91.75 million users. – Analizify
Key TikTok Usage & Engagement Statistics
• 90% of TikTok users use the app daily, and 55% of TikTok users in a GlobalWebIndex survey said they had uploaded a video in the past month.
“16,000 TikTok videos are uploaded every minute, which translates to 960,000 per hour and over 23 million per day. – Statista”
• In 2024, the average number of comments on TikTok videos increased to 19, up from 15.65 in 2023.
• US users collectively spent 4.8 billion minutes watching TikTok videos daily. This surpassed Instagram, whose users spent 4.127 billion minutes daily. – eMarketer
“92% of TikTok users take action on content they see on TikTok (share, comment, follow, like, etc.).”
• The average user spends 58 minutes and 24 seconds on TikTok each day. – eMarketer, NCBI
• The TikTok categories that get the most views:
TikTok beats Instagram Reels in engagement
• Instagram Reels’ average engagement rate is 6.59% for accounts with 100,000-500,000 followers on Instagram, versus 9.74% on TikTok.
An Essential Tool for Brand Awareness
• 44.9% of TikTok users say they use it to “follow or research brands”. 39% say they use it to “keep up with news and current events”, 17% to “send messages to family and friends”, 39.4% to “post or share photos or videos”. – SocialPilot
“2 in 5 Americans now use the TikTok app as a search engine: a way to discover new products and services. – Adobe”
• Consumers considered TikTok to be weakest in authoritativeness but best in expertise and experience.
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