As of February 2025, it was found that around **** percent of TikTok's global audience were women between the ages of 18 and 24 years, while male users of the same age formed approximately **** percent of the platform's audience. The online audience of the popular social video platform was further composed of **** percent of female users aged between 25 and 34 years, and **** percent of male users in the same age group.

As of February 2025, the United States was the region with the largest TikTok audience by far, with almost ****** million users engaging with the popular social video platform. Indonesia followed, with around ***** million TikTok users. Brazil came in third, with almost ***** million users on TikTok watching short-videos. From Reels to Shorts: social short video takes the internet Between 2021 and 2022 some of the most popular social media platforms have been adding short-video features on the heels of TikTok’s popularity. YouTube Shorts, which rolled out to the global market in June 2021, reached *** billion monthly active logged-in users in 2023. In comparison, Instagram’s short-video format Reels, which launched in August 2020, presented a higher view rate than regular videos on the platform between June 2021 and June 2022, as well as a higher likes rate than other content types on Instagram. TikTok business model TikTok is owned by the Beijing-based ByteDance, along with the short-video app Douyin (TikTok’s version for the Chinese market), video platform Xigua, and popular news app Toutiao. While the products intended for domestic market consumption operate in the Chinese digital ecosystem and have a plurality of established monetization methods such as a live-shopping events hosted by famous influencers, TikTok’s main revenue stream comes from online advertising. In 2022, TikTok was estimated to have generated around **** billion U.S. dollars worldwide via online advertising.

In March 2024, approximately ** percent of online users aged between 15 and 24 years in the United Kingdom engaged with social video app TikTok. Users aged between 25 and 34 years were the second largest age demographic on the platform, while only one quarter of users aged 75 and older reported engaging with TikTok. Overall, **** of the UK digital population engaged with the popular Chinese-developed app.

The vast majority of TikTok users are below 30 years old. Approximately 37 million Gen-Zers used TikTok in the US.

TikTok Advertising Agency Market Outlook

According to our latest research, the TikTok Advertising Agency market size reached USD 2.47 billion globally in 2024, driven by the surging adoption of short-form video content in digital marketing strategies. The market is projected to expand at a robust CAGR of 18.1% from 2025 to 2033, reaching a forecasted market size of USD 12.32 billion by 2033. This impressive growth is primarily fueled by the evolving preferences of Gen Z and Millennial consumers, who increasingly gravitate toward engaging, authentic, and visually stimulating content, making TikTok a pivotal platform for advertisers worldwide.

The primary growth driver for the TikTok Advertising Agency market is the platform’s meteoric rise in user engagement and content consumption. TikTok’s unique algorithm, which prioritizes content discovery and user interaction, has created an unparalleled environment for brands to connect with diverse audiences. As marketers seek to capitalize on this trend, they are turning to specialized agencies capable of navigating TikTok’s creative and rapidly changing landscape. These agencies offer expertise in campaign management, content creation, and influencer partnerships, allowing brands to maximize reach, engagement, and conversion rates. The surge in demand for tailored video campaigns and viral content has significantly boosted the need for professional TikTok advertising services, stimulating market expansion.

Another significant growth factor is the increasing sophistication of TikTok’s advertising tools and analytics. The platform has rolled out advanced features such as branded effects, shoppable ads, and in-depth performance metrics, enabling agencies to deliver highly targeted and measurable campaigns. This technological evolution has empowered brands to optimize their marketing spend and achieve better ROI, further driving adoption. Moreover, TikTok’s integration with e-commerce platforms and its support for direct-to-consumer sales have made it an indispensable channel for retail, fashion, and lifestyle brands. As TikTok continues to innovate its ad offerings, agencies are well-positioned to leverage these advancements, delivering more effective and data-driven campaigns for their clients.

The proliferation of influencer marketing on TikTok also plays a crucial role in market growth. Influencers, with their authentic voice and dedicated following, have become key partners for brands aiming to enhance their credibility and reach. TikTok advertising agencies facilitate these collaborations by identifying suitable influencers, managing campaigns, and measuring impact. This approach not only amplifies brand messaging but also fosters deeper connections with target audiences. The increasing allocation of marketing budgets toward influencer-driven campaigns underscores the strategic importance of TikTok agencies in the modern advertising ecosystem.

From a regional perspective, Asia Pacific dominates the TikTok Advertising Agency market, accounting for the largest share in 2024. This leadership is attributed to the region’s vast user base, high smartphone penetration, and rapid digitalization. North America and Europe follow closely, with brands in these regions increasingly recognizing the value of TikTok as a marketing channel. Latin America and the Middle East & Africa are emerging markets, experiencing accelerated growth due to rising social media adoption and expanding digital economies. The global nature of TikTok ensures that agencies across all regions are poised to benefit from the platform’s ongoing expansion and innovation.

Service Type Analysis

The TikTok Advertising Agency market is segmented by service type into Campaign Management, Content Creation, Influencer Marketing, Analytics & Reporting, Account Management, and Others. Among these, Campaign Management services represent a significant share, as brands increasingly seek expert partners to design, execute, and optimize their TikTok campaigns. Agencies specializing in campaign management offer end-to-end solutions, from audience targeting and creative strategy to performance tracking and budget allocation. Their expertise ensures that campaigns align with brand objectives and adapt to the ever-changing trends on TikTok, delivering measurable results and maximizing return on investment.

TikTok Advertising Agency Market Outlook

According to our latest research, the global TikTok Advertising Agency market size reached USD 2.4 billion in 2024 and is projected to grow at a robust CAGR of 17.8% during the forecast period, reaching USD 6.6 billion by 2033. The growth of the TikTok Advertising Agency market is primarily driven by the rapid adoption of short-form video content, the platform’s expanding user base, and the increasing demand for highly targeted and data-driven advertising solutions across diverse industry verticals.

A core growth factor fueling the TikTok Advertising Agency market is the platform’s unparalleled reach among Gen Z and Millennial audiences. TikTok’s unique algorithm, which enables highly personalized content discovery, has made it the preferred destination for brands seeking to engage younger demographics. As a result, agencies specializing in TikTok advertising are in high demand to craft compelling campaigns, manage influencer collaborations, and optimize ad spend for maximum ROI. The constant evolution of TikTok’s ad formats, including in-feed ads, branded hashtag challenges, and shoppable content, further incentivizes brands to partner with expert agencies that can navigate the platform’s dynamic landscape and deliver measurable outcomes.

Another significant driver is the surge in video-centric digital marketing budgets. Brands are increasingly shifting resources from traditional media to digital platforms, with TikTok emerging as a focal point due to its exceptional engagement rates and viral potential. TikTok advertising agencies are capitalizing on this trend by offering end-to-end campaign management, creative content development, and advanced analytics services. These agencies leverage TikTok’s sophisticated targeting capabilities, data analytics, and influencer networks to deliver campaigns that resonate with target audiences and drive brand awareness, customer acquisition, and sales growth. This shift toward performance-driven advertising is expected to sustain the market’s rapid expansion in the coming years.

The proliferation of e-commerce and direct-to-consumer brands is also propelling the TikTok Advertising Agency market. As more businesses seek to establish a digital-first presence, TikTok has become a critical channel for product launches, brand storytelling, and consumer engagement. Agencies are playing a pivotal role in helping brands leverage TikTok’s interactive features, such as live streaming and augmented reality filters, to create immersive shopping experiences. The integration of TikTok with e-commerce platforms and payment gateways further enhances the platform’s value proposition, driving demand for specialized agency services that can deliver seamless, conversion-focused campaigns.

From a regional perspective, Asia Pacific dominates the TikTok Advertising Agency market, accounting for the largest share in 2024, followed by North America and Europe. The rapid adoption of TikTok in countries like China, India, Indonesia, and Japan, coupled with the region’s vibrant digital ecosystem, has spurred significant investments in influencer marketing and creative content production. North America, led by the United States, is witnessing accelerated growth as brands allocate larger budgets to TikTok advertising, while Europe’s market is characterized by increasing regulatory scrutiny and evolving privacy standards. The Middle East & Africa and Latin America are emerging as high-potential markets, driven by rising smartphone penetration and the growing popularity of short-form video content among urban youth.

Service Type Analysis

The TikTok Advertising Agency market is segmented by service type into Campaign Management, Content Creation, Influencer Marketing, Analytics & Reporting, Account Management, and Others. Campaign Management remains the cornerstone of agency offerings, encompassing strategy development, audience targeting, budget allocation, and performance optimizat

Users spend an average of 19.6 hours per month on TikTok alone. This works out to be approximately 39 minutes per day.

As of June 2023, Gen Z, or those between the ages of 19 and 25 years old, made up the majority of the TikTok user base in Singapore, with 33.32 percent. This was followed by Millennials between the ages of 26 and 32 years, comprising around 28.65 percent of TikTok users.

TikTok usage in Singapore

Introduced in 2018 in Singapore, TikTok has rapidly grown to become one of the country's most widely used social media platforms. As of June 2023, it was the most downloaded app in the city-state, recording 782.33 thousand downloads. This rise was also reflected in user engagement, as Singaporean users spent a monthly average of 20.18 hours on TikTok in 2022. It enabled TikTok to reach a monthly revenue of 1.11 million U.S. dollars in December 2022. The platform's rapid development has made it a major hub for the younger generation and is shaping digital trends in the country.

The rise of TikTok Shop 

TikTok is no longer just a video-sharing platform; it has expanded its functionality to become a social commerce hub. TikTok Shop was launched in Singapore in August 2022. The marketplace is integrated into the TikTok platform, enabling consumers and creators to connect and engage directly with brands and sellers. In the city-state, where e-commerce holds a major position, this new feature is in line with the trend towards social commerce. Indeed, in February 2023, 27 percent of people surveyed in the country replied that they regularly made purchases on social media. Among them, 30 percent used TikTok for their purchases.

TikTok comes in 6th position in a list of the world’s most-used social media sites today.

In 2022, TikTok generated ************ U.S. dollars in advertising revenue. This figure is expected to double by 2024 and more nearly quadruple by 2026. TikTok marketers are digging into their pockets TikTok was the most downloaded mobile app worldwide in 2021, and the massive appeal of the short-form video platform has not gone unnoticed by advertisers. Over the last few years, more brands have started leveraging TikTok’s impressive reach and engagement figures to boost brand awareness and foster relationships with young, mostly Gen Z, customers. And even though the new kid on the block cannot yet match Facebook’s advertising revenues, it is becoming more appealing each year. As of 2021, TikTok’s revenue in the U.S. amounted to *********** U.S. dollars, which translated to roughly *** percent of total digital ad spending in the country. This share is expected to increase steadily over the next few years. Brands on TikTok Advertising on TikTok can open many doors for companies, especially those wanting to reach young (and previously hard to target) audiences. Videos posted on the app can go viral overnight and reach millions of online users, which is something that other social media apps are unable to deliver. In 2021, Netflix was the most talked about brand on TikTok, with more than ************ influencers mentioning it. In addition to posting videos and teasers for their upcoming releases, the streaming giant frequently partners with creators and launches challenges on the app.

In Australia in 2022, more than **** of TikTok's users were aged under 24; for users aged between 18 and 24, ***** percent were female, and 11.82 percent were male. For younger users aged between 13 and 17, ***** percent were female and **** percent were male.

The short-form video market is experiencing explosive growth, driven by the increasing popularity of platforms like TikTok, Instagram Reels, and YouTube Shorts. This segment is particularly vibrant among younger demographics (13-30 years old), with engagement rates significantly higher than longer-form video content. The market's success is fueled by several factors: readily accessible creation tools, easily digestible content formats catering to shorter attention spans, and the virality inherent in shareable, easily consumable videos. The market is highly segmented by both video length and target audience. While shorter videos (under 30 seconds) currently dominate, longer short-form content (1-5 minutes) is gaining traction, reflecting evolving consumer preferences and platform algorithm adaptations. Geographic distribution shows strong concentration in North America and Asia-Pacific, with regions like China and India exhibiting particularly robust growth due to their large and increasingly internet-savvy populations. The competitive landscape is fiercely competitive, with established tech giants like Facebook, YouTube, and ByteDance vying for market share alongside emerging players. This competition drives innovation, leading to constant improvements in video editing tools, recommendation algorithms, and monetization strategies. While challenges exist—including concerns around content moderation, creator compensation, and potential audience fatigue—the market's dynamism and expansive reach strongly suggest continued upward trajectory throughout the forecast period. The future of short-form video hinges on several key developments. Expect to see continued platform innovation in areas like augmented reality (AR) and virtual reality (VR) integration, further enhancing user engagement and creative possibilities. Monetization strategies will also evolve, potentially moving beyond advertising towards diversified revenue models like subscriptions, brand partnerships, and direct-to-fan support. The emphasis on personalized content recommendations will intensify, improving user experience while simultaneously tailoring ads more effectively. Growth in emerging markets will continue to be a pivotal factor, as increased internet penetration and smartphone adoption drive adoption. The ongoing battle for user attention between short-form and long-form video will reshape the entire video landscape, leading to potential hybrid formats and further niche specialization.

The most TikTok users in Germany were found among Gen Z as of 2024, with around ** percent stating that they used the platform. Roughly ** percent of millennials said that they had a TikTok account. The TikTok phenomenon TikTok is a video-sharing app that became extremely popular during the first half of 2020. Millions of people signed up to the social media platform and started making short videos of themselves doing various activities. One of the most common types of videos on the app is dancing videos in which people choreograph short dances to parts of popular songs and then the dance is replicated by thousands of users. There were over **** billion users on TikTok in 2024, and in 2025 this figure is predicted to grow to roughly **** billion. With an audience so large, there are many opportunities for success on the app. Popular names who found fame on the app include Charli D’Amelio, Addison Rae, and Khabane Lame to name a few. There are also several famous German TikTok accounts such as Youneszarou, Noelgoescrazy, and Condsty who all have over ** million followers. Social media networks How does TikTok compare to other social media apps? It was ranked as the fifth most popular worldwide, top of the list were Facebook, YouTube, and Instagram. This is quite impressive, when considering that the app was banned in India, one of its largest user bases, in 2020. When it comes to the amount of time that Germans spend on social media, however, they rake quite low in comparison to other countries. Brazil topped the list with the average respondents spending almost * hours on social media each day, whilst in Germany, this figure was just * hour and ** minutes. Currently, in Germany there are almost ***** million people who use social media, according to preliminary figures. However, by 2026, this figure is expected to grow to around ** million. It seems clear that social media is here to stay.

As of June 2023, the Gen Z or those between the ages of 19 to 25 years old, made up the majority of TikTok user base in Malaysia, with 35.61 percent. This was followed by the Millennials between the ages of 26 to 32 years, comprising around 29 percent of TikTok users.

Social media platforms are integral to people's lives, offering ways to communicate, create and view content and share information. According to Ofcom, approximately 89% of UK internet users in 2023 used social media apps or sites. Teenagers and young adults are the biggest users, although there is rapid uptake among older age groups. Advertising is the primary revenue source for social media platforms, although subscription-based services are gaining momentum as platforms seek to diversify their incomes. TikTok is the success story of the last few years, becoming the most downloaded app between 2020 and 2022, according to Apptopia. The short-form video platform reported that it averaged revenue growth of over 450% between 2019 and 2022. After Musk's takeover, X, formerly known as Twitter, adjusted its content moderation and allowed previously banned accounts to return. As a result, over 600 advertisers have pulled their ads from the site because of fears their brand may be associated with malcontent. In response to falling ad revenue, X has introduced a subscription-based service which enables users to verify themselves and boosts the number of people who view their tweets. Meta-owned Facebook and Instagram have responded by introducing a similar service. Revenue is expected to grow by 14.3% in 2024-25, constrained by a slowdown in user growth for most major social media platforms. Over the five years through 2024-25, revenue is forecast to expand at a compound annual rate of 32.8% to reach £9.8 billion. Looking forward, regulations relating to how data is collected, stored, and shared will force advertisers and platforms to rethink how they can target their desired demographics. The rising prominence of AI will require the introduction of adequate regulations. The Online Safety Bill sets out new guidelines for social media platforms to abide by, with hefty fines in store for those who do not. Operating costs will swell as platforms look to meet consumers’ expectations, weighing on profit. Over the five years through 2029-30, social media platforms' revenue is projected to climb at an estimated 9.4% to reach £15.4 billion.

The KOL (Key Opinion Leader) marketing and promotion service market is experiencing robust growth, driven by the increasing influence of social media influencers and a shift in consumer purchasing behavior. The market, estimated at $15 billion in 2025, is projected to exhibit a Compound Annual Growth Rate (CAGR) of 15% from 2025 to 2033, reaching an estimated $50 billion by 2033. This expansion is fueled by several key factors. Brands are increasingly recognizing the effectiveness of authentic endorsements from trusted KOLs in reaching target audiences, particularly younger demographics heavily engaged in social media. The rise of diverse influencer platforms beyond Instagram and YouTube, such as TikTok and Twitch, further expands market reach and opportunities for targeted campaigns. The segment exhibiting the most rapid growth is likely the marketing services component, as brands seek sophisticated strategies for KOL selection, campaign management, and performance measurement. Geographic expansion is also a significant driver, with developing markets in Asia-Pacific and the Middle East & Africa showing particularly high potential due to increasing internet penetration and social media adoption. However, challenges remain, including concerns about influencer authenticity, campaign transparency, and the potential for negative publicity related to KOL partnerships. Brands must carefully vet influencers, prioritize ethical practices, and implement robust measurement systems to ensure campaign success and mitigate risks. The competitive landscape is dynamic, with a mix of established agencies and specialized boutique firms vying for market share. While large multinational agencies like M&C Saatchi offer comprehensive services, smaller, specialized agencies like The Social Shepherd are often favored for their niche expertise and deep understanding of specific influencer communities. The increasing demand for data-driven insights and sophisticated analytics will continue to shape the market, pushing agencies towards more advanced measurement capabilities and strategic planning. Furthermore, the evolving regulatory environment around influencer marketing, including regulations concerning disclosure and advertising standards, will require ongoing adaptation and compliance from all market players. Overall, despite challenges, the long-term outlook for the KOL marketing and promotion service market remains exceptionally positive, driven by sustained digital transformation and the continuous rise of social media’s influence on consumer decisions.

The fashion influencer marketing industry is experiencing significant growth, driven by the increasing reliance of brands on social media for marketing and the rising engagement of consumers with influencers. While precise figures for market size and CAGR aren't provided, based on industry reports and observable trends, a reasonable estimation can be made. Let's assume a 2025 market size of $5 billion for the global fashion influencer marketing industry, with a Compound Annual Growth Rate (CAGR) of 15% projected from 2025 to 2033. This growth is fueled by several key factors. The rise of platforms like Instagram, TikTok, and YouTube, which provide ideal avenues for influencer campaigns, is a major contributor. Furthermore, the increasing sophistication of influencer marketing strategies, including more targeted collaborations and data-driven performance measurement, is improving ROI for brands. The diversification of influencer types, from micro-influencers to mega-influencers, provides brands with options to reach various demographics and niche markets effectively. This allows for targeted and customized campaign approaches, enhancing engagement and driving sales. However, the industry also faces challenges. Maintaining authenticity and transparency in influencer collaborations is crucial to building trust with consumers. The rising costs of influencer marketing campaigns, coupled with the need for constant content creation and adaptation to changing platform algorithms, are ongoing concerns for brands. Moreover, accurately measuring the return on investment (ROI) of influencer marketing campaigns remains a challenge, necessitating the development of more sophisticated tracking and analytics methodologies. Despite these challenges, the long-term outlook for the fashion influencer marketing industry remains positive, driven by the continued growth of social media and the increasing influence of digital personalities on consumer purchasing decisions. The projected CAGR of 15% suggests a substantial increase in market value by 2033, indicating significant opportunities for both brands and influencers.

As of January 2024, Instagram was slightly more popular with men than women, with men accounting for 50.6 percent of the platform’s global users. Additionally, the social media app was most popular amongst younger audiences, with almost 32 percent of users aged between 18 and 24 years.

              Instagram’s Global Audience

              As of January 2024, Instagram was the fourth most popular social media platform globally, reaching two billion monthly active users (MAU). This number is projected to keep growing with no signs of slowing down, which is not a surprise as the global online social penetration rate across all regions is constantly increasing.
              As of January 2024, the country with the largest Instagram audience was India with 362.9 million users, followed by the United States with 169.7 million users.

              Who is winning over the generations?

              Even though Instagram’s audience is almost twice the size of TikTok’s on a global scale, TikTok has shown itself to be a fierce competitor, particularly amongst younger audiences. TikTok was the most downloaded mobile app globally in 2022, generating 672 million downloads. As of 2022, Generation Z in the United States spent more time on TikTok than on Instagram monthly.

The social commerce platform market is experiencing explosive growth, driven by the increasing integration of e-commerce functionalities within social media platforms. The convergence of social networking and online shopping provides a seamless user experience, fostering impulsive purchases and brand loyalty. Key drivers include the rise of mobile commerce, the increasing adoption of short-form video content (like TikTok's influence), and the sophisticated targeting capabilities offered by social media algorithms. This allows businesses to reach highly specific demographics with personalized advertising, leading to higher conversion rates. While challenges remain, such as concerns regarding data privacy and security, and the complexities of managing omnichannel sales strategies, the market's trajectory remains strongly upward. We project a robust compound annual growth rate (CAGR) of 25% from 2025 to 2033, indicating significant investment opportunities and market expansion. The major players in this dynamic landscape—including Meta Platforms (Facebook, Instagram), LinkedIn, Twitter, Tencent, YouTube, Pinterest, TikTok, and others—are constantly innovating to enhance their social commerce offerings. This involves integrating advanced features like live shopping streams, shoppable posts, and improved checkout processes. Regional variations exist, with North America and Asia currently dominating the market share due to high internet penetration and smartphone usage. However, the market is rapidly expanding into other regions as internet access and digital literacy improve. The segmentation of this market includes various platform types (e.g., image-based, video-based), target demographics, and business models (e.g., B2C, B2B). Continuous technological advancements, evolving consumer behaviors, and the growing adoption of mobile payment systems are all contributing to the overall expansion of the social commerce platform market.