2 Things You Didn't Know About TikTok's Demographics

2 Things You Didn’t Know About TikTok’s Demographics

In this post we’re talking about 2 things you probably didn’t know about TikTok’s demographics. 

Understanding who’s on TikTok is not only valuable for advertisers, but also for brands keeping a pulse on the platform to create authentic, relatable content.

TikTok: By the Numbers

But before we start, a little background data… 

It’s no secret that TikTok exploded onto the digital advertising world over the last year. 

The numbers speak for themselves:

  • 689M monthly active users (and growing)—more than Pinterest, LinkedIn, Reddit, Snapchat, and Twitter
  • 6B lifetime downloads of TikTok from the iOS App Store and Google Play 
  • 6th most popular mobile app in the world (and the most downloaded in 2021)

So who’s on TikTok?

We know TikTok is insanely popular—but that still doesn’t tell us who exactly uses it.

You need to know what specific groups spend time on TikTok in order to more strategically tailor your advertising strategy. 

That means we need to get into the details.


Age matters, but not in the way you’d think. 

We all know Gen Z is obsessed with TikTok—middle, high school, and college kids just can’t get enough of it. 

But there’s more to the story. 

Again, let’s go back to the data:

  • 50% of US TikTok users are between 18-34 years old, and there's a near-even split between 18-24 year olds and 25-34 year olds
  • 63.5% of TikTok users in the US are younger than 29 years old 
  • 60% of US TikTok users fall between 16-24 years old 
  • An entire quarter of TikTok users are 45-64 years old

This data doesn’t include ages 18 and under, but it shows how TikTok clearly appeals to a wider demographic than just high school kids or college students. 

In fact, there’s a massive opportunity for brands seeking to market themselves to that young(ish) adult demographic. 

Additionally, a whole quarter of total TikTok users are 45 and older—that’s about 172M monthly users! 

Key takeaway: TikTok isn’t just for kids. And if you’re a company that feels it’s too “old” for TikTok…think again! 

Household Income

Age isn’t the only demographic feature that matters when it comes to TikTok. 

Household income is an often-overlooked-but-still-important metric that you’ll want to understand as you advertise on TikTok. 

Let’s get into the numbers: 

  • 51.8% of TikTok users make more than $75,000 per year
  • 37% of TikTok users enjoy a household income of more than $100,000/year
  • 30% of TikTok users earn a household income less than or equal to $40,000

What do these numbers suggest? 

‍TikTok is an app for the economically-comfortable, college students or young professionals just starting out, and for the lower/middle class.

TikTok’s ad targeting capabilities will allow you to focus on your target audience when running ads, but it’s important to have a general understanding of who uses the platform—especially when you’re making organic content for your company page. 

As the app continues to grow this data might shift, and advertisers will keep gleaning new insights about TikTok’s demographics. 

For now, however, understanding these 2 components of TikTok users will help you design and implement quality TikTok ad campaigns.

Curious about how to get started? 

We’d love to help.

Check out our free TikTok Guide, send us a DM on Twitter, or email hi@slope.agency :) 






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