📈 TikTok’s Story in Three Charts
Now that TikTok is “un-banned,” we can expect the platform to keep growing and the consumer behavior of live & social commerce to keep increasing.
Here are three charts that reflect key insights on the current state of TikTok:
- Support for a TikTok Ban was decreasing over the last year
While 50% of US adults supported a TikTok ban in March of 2023, just a year and a half later and that number had gone down to 32% support for a TikTok ban. I attribute this to A) increasing skepticism or apathy around the reasons for the ban and B) more and more people actually using TikTok and developing positive sentiment around TikTok.
2. Overall TikTok Popularity Has Been Increasing
By 2024, one third of all US adults say that they use TikTok. While people probably expect the most usage to come from 18–29 year olds, 40% of the 30–49 demo, 26% of 50–64 demo, and 10% of the 65+ demo say that they use TikTok. Overall usage in general has increased over the last three years with increased popularity.
3. TikTok Shop Is THE Growth Engine
In about a year, TikTok Shop spend overtook Shein, Sephora, and the Home Shopping Network. This is 156% YoY growth, with average order value of $35, and with 90% of all customers saying they would make another purchase.
We’ve hit a new inflection point — after the ban comes even more opportunity for brands and creators to leverage TikTok for growth. And TikTok Shop tells us that people are willing to actually spend money (and repeat purchases) on TikTok!
