According to a global study conducted among marketers in 2025, roughly ** percent of respondents stated that the main criteria for selecting influencers on TikTok was follower count. Another **** percent cited engagement rates as one of the key selection criterion, while approximately * percent said it was brand alignment.

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

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

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

In 2022, TikTok influencers with 1,000 to 10,000 followers made up ***** 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 ***** percent and **** percent.

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 **** percent.

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

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

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

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

As of June 2023, there were approximately **** thousand influencers on TikTok in Thailand with a follower count between ten thousand and ** thousand followers. Meanwhile, there were around *** thousand TikTok influencers in the country with the follower count of over one million.

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

A July 2020 study on the video sharing app TikTok revealed that TikTok influencers in the United States had a higher engagement rate than the global average. U.S. influencers had an average engagement rate of ***** percent. In comparison, international TikTok influencers had an engagement rate of ***** percent.

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

In the first quarter of 2022, roughly ** percent of the TikTok influencer marketing campaigns of brands and companies that activated TikTok campaigns with sponsored content achieving at least 10,000 views presented dedicated content. The second most popular type was integrated content, included in ** percent of analyzed videos.

As of March 2025, Anna Zak was the TikTok influencer with the highest number of followers in Israel, with over ************. In addition, *********** people followed Yuval Biton. Doron Tshova was the third biggest TikTok influencer in the country with *********** followers.

TikTok nano-influencers had the highest engagement rate (ER) compared to other TikTok profiles in France in 2023. Mega-influencers with over *********** followers had an ER of **** percent, while macro-influencers with ******* to *********** subscribers followed with *** percent.

TikTok mega-influencers with more than *********** followers had the highest engagement rate (ER) compared to other TikTok profiles in the United Kingdom in 2021. Mega-influencers had an engagement rate of 13.94 percent, while macro-influencers with 100,000 to *********** followers came second with ***** percent.

As of January 2025, approximately ** percent of TikTok users surveyed in Brazil stated they followed influencers on the platform. Around ** percent said they followed companies or brands, whereas ** percent reported purchasing a product or service recommended by someone on the mobile app. According to the same study, the share of Brazilian TikTok users believing that brands should be on the platform reached ** percent in 2025.

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