TikTok nano-influencers with one to 10 thousand followers had the highest engagement rate (ER) compared to other TikTok profiles worldwide in 2023. Nano-influencers had an ER of 11.97 percent, while micro-influencers with 10,000 to 50,000 followers came second with 10.21 percent.

In 2023, TikTok influencers with 1,000 to 10,000 followers had 11.97 percent engagement rates, while influencers wiht over one million followers had an engagement rate of 9.67 percent. As of January 2023, TikTok was used daily by over 15.5 million Android users and 29.7 million iOS users.

During a survey conducted among marketers in the United States and released in July 2023, 58.2 percent of respondents said they were planning to use Instagram Reels for influencer marketing purposes in 2024, while 54 percent said they planned to use TikTok.

In 2020, there were over 106 thousand TikTok influencers worldwide, up from 16.4 thousand in 2018 and 35.5 thousand in 2019. Shein was the most active brand on TikTok in 2020, working with 4.32 thousand influencers.

As of June 2023, almost 42 thousand influencers and creators in the United States had between 50 and 100 thousand followers, identifying them as mid-size creators. Approximately 35.5 thousand influencers had between 100 and 250 thousand followers as of the examined period. Additionally, less than 10 thousand U.S. creators on the platform had over one million followers as of June 2023.

In 2022, TikTok influencers with 1,000 to 10,000 followers made up 66.96 percent of TikTok influencer accounts worldwide. The second and third largest groups were micro-influencers with 10,000 to 50,000 followers and mid-tier influencers with 50,000 to 500,000 followers, accounting respectively for 23.06 percent and 9.04 percent.

As of June 2023, influencers on Facebook with a follower count between 10 thousand and 50 thousand had an engagement rate of about 105.75 percent. By comparison, influencers with a follower count of over one million had an engagement rate of around 20 percent. As of April 2023, Indonesia was the country with the second-largest TikTok audience worldwide.

As of June 2023, the main audience of TikTok influencers in Thailand was users between 19 and 25 years old, accounting for around 39.2 percent. This was followed by the users who were below 18 years old, with a share of about 29.3 percent.

The post of a TikTok mega-influencer with more than one million followers received an average of 329,382 views worldwide in 2022. The post of a macro-influencer with 100,000 to one million followers received an average of 38,517 views.

Between January and June 2023 in the United States, TikTok influencers with an audience of between five and 10 thousand followers had an average engagement rate of 76.23 percent. This was the highest among all influencers using the platform. TikTok influencers with over one million followers achieved an engagement rate of 12.69 percent.

As of January 2025, the most followed influencer on TikTok in Mexico was Kimberly Loaiza, as her TikTok profile @kimberly.loaiza had accumulated over 76.1 million followers. Michel Chavez ranked second with 30.2 million followers, while comedian Mario Aguilar ranked third with 16.3 million followers.

As of June 2023, the number of TikTok influencers with 10 thousand to 50 thousand followers in Indonesia amounted to almost 21.5 thousand . As of April 2023, Indonesia was the country with the second-largest TikTok audience worldwide.

The annual expenditure of businesses on TikTok influencer marketing in Japan was projected to amount to 17.5 billion Japanese yen in 2024. It was expected that the market would grow further in the coming years and reach a value of 43 billion yen by 2029.

In 2021, over 50.5 percent of TikTok influencers in the United States had only 1,000 to 5,000 followers. Around 30 percent of TikTok influencers had between 5,000 and 20,000 followers in the examined period. In comparison, only 0.24 percent of TikTok influencers in the U.S. had over one million followers in 2021.

As of July 2020, only 12.44 percent of TikTok influencers in the United States had uploaded more than 500 posts to the video sharing platform. In total, more than 35 percent of U.S. TikTok users with more than 1,000 followers had only made 1 to 50 posts.

As of June 2023, around 71 percent of the TikTok influencer audience in the United Arab Emirates were male users. Meanwhile, female users accounted for 29 percent of TikTok influencer audiences in the country.  TikTok-ification

TikTok has profoundly influenced the dynamics of social media use and attention economy, especially in countries with young populations like the United Arab Emirates. The country's TikTok penetration rate was well above 100 percent of the adult population, possibly due to duplicate or fake accounts, indicating exceptionally high platform reach. Among the platforms in the United Arab Emirates, TikTok had the highest number of creator accounts with more than ten million followers, recording nine such creators as of September 2022.

Increasing internet speed and the rising share of people with internet access, combined with a recent wave of demand for video content starting with TikTok, have rushed marketing professionals to prioritize video content marketing globally.  Marketing with TikTok

TikTok has quickly become an important marketing tool for businesses. Marketers worldwide reported a 16 percent return on investment for TikTok, a rate equal to the longer-standing platforms Instagram and YouTube. TikTok has proven to harness the increasingly scarce user attention and engagement efficiently. Between 2020 and 2021, TikTok’s average engagement rate per post dwarfed its closest competitors, Instagram, Facebook, and X, by approximately sevenfold. Given the platform’s momentum and relatively young age, TikTok’s success seems possible to progress in the years to come.

The average minimum price per post of TikTok mega-influencers with more than one million followers worldwide was 1,200 U.S. dollars in 2022. The average minimum price per post of macro-influencers with 500,000 to one million followers was 150 U.S. dollars, while the average maximum price was 3500 U.S. dollars.

According to a May 2024 analysis, Alex Ojeda (@alexojeda) was the leading TikTok travel influencer worldwide based on the number of followers and the potential earnings per post. As of that month, the influencer recorded around 8.5 million TikTok followers. Based on this, the study estimated that Alex Ojeda could gain roughly 13.5 thousand dollars per post. That month, Julia Gal (@juliagal_) ranked second, with 3.5 million followers.

A third of TikTok users in Poland had a positive opinion about influencer marketing on the app in 2020. 34.5 percent did not mind it, whereas only 14.3 percent had a negative opinion.

A July 2020 study on the video-sharing social media app TikTok revealed the app's most popular content creators. Charli D'Amelio (@charlidamelio) was the most-liked TikTok creator, having accumulated 5.2 billion likes on content she uploaded to the app. The second-most liked TikTok user was Addison Rae (@addisonre) with 3 billion likes on her posts.