According to statistics presented by Stock Apps, over 30% of Tik-Tok users in America are in their teens – the biggest among all age groups – as more data indicates that 7 in 10 American teens use Tik-Tok at least once a month.
The Social Media Platform has continued its meteoric rise since an important merger in 2018 that took the platform globally, permeating the mainstream. The platform is especially popular among the younger generation with a majority of teens using Tiktok in the US
Tik-Tok social media platform originated in China where it is locally known as Douyin. Douyin, started by ByteDance in 2016 and aimed to spread globally once it gained popularity in mainland China. In 2017 ByteDance launched Tik-Tok which was the international version of Douyin.
In 2018, Bytedance reportedly spent up to $1B to acquire Musical.ly, another Chinese social media startup based out of Shanghai that was founded in 2014. Musical.ly already had a large following, especially among the younger generation. This became the foundation for Tik-Tok’s global rise. Since their merger, Tiktok has been made available to download in over 150 countries and 75+ languages.
Tik-Tok allows users to record a short 15-second clip that usually features music in the background and can be edited through filters. A popular kind of clip which originated with the Musical App is short lip-sync videos to trendy songs. The video can also be sped up or slowed down to the users liking allowing for creative little clips that easily go viral.
The platform clearly appeals to the younger generation and has surpassed many other social media platforms in terms of usage among teens. In the fall of 2020, a survey of almost 10K teens indicated that Tik-Tok was the third most popular social media platform behind only Snapchat and Instagram with over 7 in 10 teens indicating that they used the platform at least once a month.
Tiktok’s popularity among the younger generation is no secret and is in fact the backbone of the app’s success. As of the midway point of 2020, 32.5% of Tiktok’s Android users are from the 10-19 age group, the largest share of any group, followed by the next youngest generation, the 20-29-year-olds who comprise 29.5% of Tik-ok’s Android users. That means over 60% of Tik-Tok’s Android users are under the age of 30.
This important share of the market has not been lost among celebrities who seek to expand their reach with stars such as Jimmy Fallon and Tony Hawk among those to join the Tik-Tok party relatively early in 2018. Since then other megastars such as Jennifer Lopez, Justin Bieber and Will Smith have joined the party, among many others.
In the fall of 2019, Tiktok also announced a multi-year partnership with the National Football League which included the launch of the official NFL Tik-Tok account giving teams, players and the league as a whole new marketing avenue. Partnerships such as these are what help catapult Tik-Tok to become one of the fastest-growing social media platforms, already boasting 800 monthly active users in less than four years of existence.
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