TikTok vs. Reels vs. Triller vs. Snapchat: Short-Form Video Comparison [INFOGRAPHIC]

tiktok reels triller spotlight comparison

Bite-sized, scrollable, easy to digest videos are the key format on TikTok — the leading short-form video app attracting millions of users, brands, and influencers alike.

The candid, short-burst format is perfect for short-attention span audiences like Generation Z and its small box format continues to dominate 2021 as an influencer marketing trend.

While TikTok’s immense growth since its 2018 rebrand of Musical.ly has established its success as the major player in short-form video, several new competitors have entered the space.

Amid growing fears of a U.S. TikTok ban in 2020, Triller made headlines as “TikTok’s replacement” as users and creators flocked to Triller from TikTok. The same year Instagram and Snapchat launched their short-form video features, Reels and Spotlight respectively.

YouTube Shorts statistics

While on the surface it may seem that these apps are one and the same, it’s important to understand the key platform specifics that separate these four competing short-form video platforms.

We analyzed App store and Google Play data for marketers to better understand the four competing social apps based on downloads/installs, platform demographics, and specific features. See our finds presented below in the following infographic:

                <div style="clear:both"><a href="https://mediakix.com/blog/tiktok-vs-reels-vs-triller-vs-spotlight/"><img src="https://mediakix.com/wp-content/uploads/2021/03/TikTok-Reels-Triller-Spotlight-short-form-video-comparison-768x5705.png" alt="TikTok- Reels- Triller- Spotlight" /></a></div>

Want to embed this graphic on your site? Click the embed code below:

TikTok, Reels, Triller, Spotlight Platform Comparison: Reach & User Demographics

While short-form video is the central content format of TikTok and Triller, short-form video represents only a fraction of the available content formats on Instagram and Snapchat.

Due to these comparative app differences, estimating reach and user demographics across the four short-term video sites proves to be difficult as standalone user data for Reels and Spotlight has not yet been made available. Therefore, our estimations for total downloads, monthly active users, and total revenue reference the four apps as a whole and are based on App store and Google Play data.

Despite limited data, TikTok is definitively the leading standalone short-form video app — gaining 973 million new installs during 2020.

Fear over a TikTok ban in October 2020 prompted an influx of creators and users to jump ship to Triller causing an unprecedented record spike in Triller’s installs. Notable brands like Pepsi launched Triller marketing campaigns with influencers hoping to be first to reach new audiences on the trending app.

The record installs stirred up controversy in Triller’s reporting metrics, with Triller declaring the app had 250 million installs while third-party data firms insisted the figure was closer to 50 million installs. Triller’s 65 million MAU (monthly active users) figure was also questioned causing the company to threaten lawsuits and insist that the user metrics of MAU and installs were vague measurements with no legal definition.

Triller’s exclusive music licensing partnerships and the potential removal of its largest rival were once its largest competitive advantages. With no pending TikTok ban in sight and Triller’s recent music licensing difficulties, time will tell if Triller’s decline is imminent or if the app will be able to distinguish itself and hold its own against TikTok.



tiktok triller reels spotlight

Key app differentiations:

  • Leading standalone short-form video app
  • Community driven by shareable, remixable content
  • Driven by discovery algorithm and hashtag challenges

Since the start of 2019, TikTok has shocked users with its adoption — it consistently ranks in the top five most downloaded apps globally, and is the only top five app not owned by Facebook.

TikTok’s algorithm is one of the key secrets behind TikTok’s fast-growing user base. The algorithm showcases new content from both small and large users, attracting those wanting to gain account exposure and leverage the app’s engaged community. While TikTok has a slightly younger demographic than other social platforms, brands of nearly every vertical have jumped at opportunities to advertise on TikTok.

Instagram Reels

instagram reels tiktok triller spotlight

Key app differentiations:

  • Very similar to TikTok, but on Instagram
  • Exists within Instagram, not a standalone app
  • Users seem to have a strong editing preference in TikTok versus Reels

With every app update Instagram is experimenting and improving the user experience and integration of their short-form video offering, Reels.

Reels is arguably the most similar platform to TikTok out of the four platforms. While Reels’ current placement within Instagram hinders search functions and discovery tools, Reels is nearly identical to TikTok in fundamentals and platform features.

A month after Instagram launched Reels, we surveyed top influencers on their preference between Instagram Reels vs. TikTok.

Instagram Reels vs TikTok influencers

Over 43% of creators shared they would use Reels as a TikTok repository, and over 30% opted not to incorporate Reels in their content strategy.

In our survey creators like Zach King, Michael Le, and Rob Anderson all pointed to TikTok’s thriving culture and community as its reason for success. Creators also mentioned TikTok’s intuitive video editing as a preference over Reels.

Further, a recent Instagram Reels case study draws evidence that the overchoice of video formats on Instagram is a contributing factor for Reels’ slow adoption rate.

Snapchat Spotlight

spotlight tiktok

Key app differentiations:

  • Simplistic short-form video feature
  • Watch community, no real community due to limited audience interaction
  • Exclusive creator base
  • Exists within Snapchat, not a standalone app

Spotlight’s approach to short-form video differs the greatest from the other four competing platforms. When it comes to core functions and platform features, Spotlight is the simplest platform of the four.

Spotlight users currently cannot see or share audio clips, view engagement metrics, comment on videos, or livestream. All four limitations of Spotlight are key community offerings on TikTok, Reels, and Triller.

Further, users cannot duet, stitch, or recreate videos using a user’s custom audio. While Spotlight appeals to users looking for binge-able scrollable content, Spotlight’s current layout within Snapchat makes it nearly impossible to foster an inclusive creator community given the limited ways users can interact with content.

These limitations push Spotlight towards a watch community with an exclusive creator base — a stark contrast to TikTok’s remix community.


triller tiktok rival

Key app differentiations:

  • Exclusive music licensing partnerships
  • Music-driven community
  • AI-powered editing tools syncing video clips to songs
  • Standalone app

Triller’s competitive advantage as a short-form video app has long been it’s positioning as a “music video app” — with sound-driven AI editing tools and exclusive music licensing.

Whereas TikTok has a dedicated tab for direct messaging, Triller has a dedicated music discovery tab for users to easily find top trending music artists and rising stars.

Triller’s community page called “Trills” is a replica of TikTok’s For You page, and Triller’s discover tab is nearly identical to TikTok’s discover tab — showcasing content trends, top hashtags and top videos.

All four short-form video platforms algorithms focus on maximizing content’s ability for viral popularity. When videos receive higher engagement rates, users, influencers, and brands alike want in on the action. While there is no set measurement on what constitutes a view, views on Reels and TikTok are counted whenever a video begins playing on a user’s feed.

Triller takes a different approach in measuring views. A simple visit to a user’s profile can increase the view counts on each of their shown videos anywhere from 1-20 views. While there is no legal definition of a “view”, this difference is vital for marketers to know when choosing a short-form video platform to host their advertising campaign.


  • TikTok has become a major driver of internet and pop culture trends. The timing of its popularity and the candid nature of its content has established the app as an essential community for Gen Z users.
  • Instagram Reels and Snapchat Spotlight are continuously improving their short-form video feature integration. Finding a way to differentiate their content format offerings is essential to thief future short-form video success.
  • The success of Triller depends on how the platform will adapt to a changing landscape of short-form video and compete with other social media platforms entering the space.

Charli D’Amelio vs. Addison Rae: Who’s The Most Famous TikToker?

Charli vs Addison queen of tiktok

TikTok has had a successful year: avoiding a U.S. ban and continuing to top download charts. The effect of coronavirus on social media has also led to an influx of influencers joining TikTok from Instagram and other channels. If newbie Bella Poarch’s record breaking growth shows anything, it reveals just how competitive the influencer space on TikTok is becoming.

Charli D’Amelio has worn the TikTok crown since March 2020 when she dethroned the long-time lip-syncer Loren Gray. Now with over 100 million followers, Charli D’Amelio is the most followed influencer on TikTok — with fellow dancer Addison Rae close on her heels.

Since Addison Rae shot to fame TikTok fans have loved comparing Charli vs Addison. As the stars continue to dominate headlines for their dance moves and fame as TikTok personalities, we compare their success as TikTok influencers.

Charli D’Amelio vs. Addison Rae — Who’s The Real Queen Of TikTok

                <div style="clear:both"><a href="https://mediakix.com/blog/charli-damelio-vs-addison-rae-most-famous-tiktoker/"><img src="https://mediakix.com/wp-content/uploads/2020/11/Charli-vs.-Addison-Infographic-Metrics-TikTok-768x6763.png" alt="Charli vs. Addison Infographic" /></a></div>

Want to embed this graphic on your site? Click the embed code below:

Profile Metrics: Charli Has Almost Double The Likes As Addison

At more than 100 million followers, Charli D’Amelio has 30 million more followers than Addison — but almost double the likes as Addison. In fact, Addison’s total likes make up only 55% of Charli’s total likes.

Charli started posting on TikTok only 39 days before Addison, but has 370 more posts than Addison. Addison Rae follows 2,382 accounts on TikTok, twice the number of accounts Charli follows.

Charli vs. Addison By Follower Growth

2020 has proven to be a steady year in TikTok follower growth for both Charli and Addison. Since June, Charli has grown her account an average of 11% in followers each month and Addison is not far behind with a 10% average growth of monthly followers.

On average, Charli has welcomed 7.3 million new followers each month where Addison added 4.8 million monthly. Charli experiences more consistent growth than Addison with her monthly growth remaining between 6-13% during the six month period.

Addison had a slow period of growth in August (collecting only 2% more followers that month) however, September was her highest growth of the period, as the star increased her audience by nearly 18%, an influx of 8.8 million followers in just a month.

Charli D’Amelio Has Over 25.5 Billion Hashtag Views

Charli vs addison hashtag views trending

The Connecticut born TikTok star’s top three hashtags have a whopping 25.5 billion views. Charli’s third largest hashtag is a misspelling of her name — with 870M+ views.

#CharliDamelio has more views than all of Addison’s three largest hashtags combined.

Viral Videos: Addison’s WAP Dance Wins Over Charli’s Renegade

Charli vs Addison best video viral

In August of 2020, Addison Rae posted a TikTok of her doing the popular WAP dance and it quickly became her most viewed video on the platform.

Charli’s most viral TikTok (a huge propeller of her TikTok fame) features the top dancer mastering the Renegade dance and was posted in November of 2019.

With 257 million views, Addison’s viral video beats out Charli’s in all areas of engagement. Addison’s was also very recent showing her continual growth as a TikTok powerhouse.

Additionally, the video has over 1.4 million shares breaking records for the most shared TikTok.

On Average, Which Star Prevails?

When it comes to average video metrics, Charli has a short lead. While Charli has over 30 million more followers than Addison, the girls actually have the same average views per TikTok.

On average, Charli collects more likes, comments, and shares than Addison Rae. The data also reveals that Charli posts more on TikTok, an average of one more post than Addison each day.

How Similar Are Their Audiences?

These demographics (like profile metrics) are a snapshot of the stars’ constantly evolving fan base. Current data shows that Addison Rae has a slightly larger US following than Charli by 3%.

With their current follower counts, Charli and Addison are followed by 26 million and 20 million U.S. TikTok users respectively. Both dancers’ top audience countries are the U.S. and UK, but the third country differs between the two.

Addison’s popularity hails in the Philippines while Charli’s dances appear to be more popular in Mexico. A look into Charli’s audience demographics reveals that she entertains slightly younger followers ages 18-24-years-old, and her followers skew more female than Addison’s. Addison’s followers are 5% more likely to have an iPhone than Charli’s.

Who Is The Better Influencer? (Sponsored Vs. Non-Sponsored Post Engagement)

Addison Rae has done more ads and sponsorships on TikTok than Charli D’Amelio. Addison has 38 sponsored TikToks to Charli’s 28.

While Charli has a higher engagement rate on her non-sponsored TikTok content, Addison has a comparable average engagement rate on her sponsored posts.

Comparing all sponsored TikTok ads between the two, Addison and Charli are neck and neck, with Charli’s average sponsored post engagement rate at 14.9% and Addison’s at 14.3%.

53% of Addison Rae’s ads come from fashion and beauty brands while 13% of her ads are for mobile apps. Charli’s top three ad verticals are fashion (25%), entertainment (21%) and food & beverage (18%).

influencer marketing trends

Competing Sponsorships

  • Hollister Vs. American Eagle
    Since July 2020, Charli and Addison have each become ambassadors for competing U.S. retail companies, Hollister and American Eagle. Like the two fashion brands, the influencers seem to be competing as well, with each dancer posting one sponsored fashion TikTok per month oftentimes within the same week as the other.Addison’s American Eagle campaign has a distinct focus on denim jeans while Charli’s has broadened to include other fashion articles since she launched the #HappyDenimDance and #HcoPartner campaign in July.
  • Beauty Brand Face-Off: Charli Vs. Addison
    Charli received nearly 10 million more views on her sponsored post than Addison did, and her reach is evident by her other winning video metrics; however when it comes to engagement rate, Addison edges out Charli.

Which TikTok Personality Makes More $$?

Charli Addison paid to post how much

Forbes lists Addison Rae as the top moneymaker on TikTok (ahead of Charlie) with a net worth of $5 million. Charli falls second to Addison in net worth with a $4 million estimation.

In-House vs Agency? Which Is Best For Influencer Marketing

in house vs agency infographic

See The In-House vs Agency Pros & Cons When It Comes To Influencers [Infographic]

Over the last few years, influencer marketing has expanded from a supplementary promotional expense to a major line item for many digital marketing teams. Brands spend more money on influencer marketing every year, and global ad spend is projected to hit $5-10 billion by 2020.

As influencer marketing becomes an essential part of the marketing mix, brands must decide the best approach to manage this powerful channel within their organization — whether bringing influencer marketing in-house or partnering with an influencer marketing agency.

See our infographic below for in-house vs agency considerations when it comes to 1) Costs, 2) Scalability, 3) Relationships, 4) Client Wins, 5) Trends, 6), Measurement, 7) Legal, 8) Customers, 9) Budgeting, 10) Software/Platforms, and 11) Management.

In-House vs Agency For Influencer Marketing – What Are The Considerations?

In house vs agency influencer marketing

As influencer marketing becomes an integral part of many marketing organizations, it will likely be approached in one of two ways:

  1. In-House — Brands will hire a team of influencer strategists and campaign managers to identify influencers, manage partnerships, and execute campaigns and measurement.
  2. Agency — Brands may hire a senior influencer manager to set goals and manage performance, but still leverage influencer marketing agencies or platforms to build and launch successful campaigns.

While many companies currently delegate influencer marketing to branding, partnerships, or acquisitions teams, more influencer-specific roles are cropping up to handle influencer efforts exclusively.

The Pros & Cons Of Bringing Influencer Marketing In-House

With global companies like Nike and Mars leading the charge, more consumer brands are considering whether or not to bring influencer marketing in-house. This includes identifying and maintaining relationships with influencers, creating and executing all campaigns, and owning the optimization internally.

What are the benefits and drawbacks of moving influencer marketing internally?


  • Nobody knows your customer better than you do. In some cases, your target audience might be very complex, and you will know the subtleties of what resonates with them better than anyone else. Birchbox, for example, targets a unique set of women who are not proactively interested in beauty, but would be open to purchasing a monthly subscription service. Director of Public Relations, Jenna Hilzenrath, comments, “Managing influencer marketing in-house allows us to be nimble and take a really hands-on, nuanced approach. That said, we do occasionally work with agencies or other platforms on a project basis.”
  • Influencers prefer long-term partnerships. Companies like Nike foster individual relationships with long-term brand ambassadors over time. Many influencers prefer this long-term model, as it provides them with more financial stability and in some cases, this ongoing relationship appears more consistent to their followers.
  • Curate a customized roster of ambassadors. Owning relationships with all of your influencers enables your brand to strategically test and refine an internal list down to the best influencers for your brand. This careful selection process no doubt contributed to Budweiser’s Non-Traditional Creative win in the Social category for their “BudX Miami X Booth” video.


  • Hiring in-house personnel is expensive. Because it’s a relatively new industry, finding experts in influencer marketing can be tricky. Successful influencer campaigns need high-touch personnel to scale up and will require in-depth onboarding and training. If your strategy shifts, it can be difficult to reduce your influencer marketing investment for a quarter or two if you’ve already staffed up a large in-house team.
  • Building influencer relationships take resources. Finding the perfect influencer, reaching out to them successfully, dealing with their managers, negotiating contracts, setting up a CRM to track influencer relationships, and managing all campaign reporting are a few of the influencer marketing challenges requiring a ton of resources and time.
  • It’s challenging to stay on top of industry changes, especially in such a fast-growing space. As influencer platforms evolve, streaming services emerge, new hashtags begin to trend, or different influencers lose touch with their fans, it’s on you to keep up with it all. Agencies are immersed in this world, and will keep track of these fast-paced changes so you don’t have to.
  • There’s no way to compare your success. If you manage all influencer marketing in-house, you will be working with a limited internal data set. Agencies bring the benefit of external campaign performance data and can incorporate learnings from working with other brands in your space, ensuring optimal success, effectiveness, and ROI.

Partnering With An Influencer Agency Or Vendor

Despite some brands hiring in-house for influencer marketing roles, many still rely on third parties for their influencer strategy. The reality is, although you know your customers best, agencies know the influencer industry better.

What are the pros and cons of partnering with an agency for influencer marketing?


  • Easily scalable investment. Agencies reduce the need to hire and train in-house personnel. You will be able to scale up spend on high-performing strategies more rapidly, or reduce influencer marketing efforts without having to let people go.
  • Convenience of built-in influencer relationships. Influencer marketing agencies will have established relationships with influencers and their managers, and know how to handle contracts. This will save you the effort of identifying the perfect influencers to meet your KPI goals and establishing relationships over time.
  • Knowledge of what’s worked for other clients. Agencies can provide richer advice based on their diverse set of experience. They bring first-hand knowledge of how specific influencers perform within a given category, how different campaigns resonate with various audiences, and will help you set the right engagement goals.
  • A close eye on emerging trends and platforms. First-hand knowledge of the industry helps agencies stay ahead of the curve and deliver the best results for clients. Agencies identify opportunities around social technology changes, like the emergence of TikTok and its trends, and will keep afloat of the latest “hot” influencers and trending topics in your industry.


  • For companies with limited budget, cost may represent a barrier of entry. Many of the most established agencies require a monthly minimum spend of thousands or tens of thousands of dollars, meaning agencies might be inaccessible for companies with a smaller budget.
  • There are major risks associated with self-managing your campaigns using platforms and little to no external strategy assistance including fake influencers, limited influencer selection, and failure to meet FTC compliance.
  • If you’re not working with the right agency, there may be communication challenges. An inexperienced agency could cause delays or dilution of communication between your brand, the agency, and the influencer. However, a reputable agency will spend time getting to know your brand, your customer, your target KPIs, and how to measure influencer marketing ROI. This should be a highly collaborative process in tandem with the influencer.

Even as brands bring their influencer marketing in-house, chances are that most companies will take a hybrid approach.

As the influencer industry continues to skyrocket, many companies will likely increase their in-house support staff while continuing to lean on agencies to help scale up their efforts.

TikTok User Growth Infographic - 2020 Data + Charts

tiktok users growth

TikTok User Growth – Charts + Data That Show The App’s Insane Growth [Infographic]

TikTok has seen exponential growth in 2020 with both its global audience and U.S. user base. Quarterly U.S. downloads for the short-form video app continue to grow at over 75% compared to 2019, and TikTok now leads an impressive viewership of 80 million daily active Americans.

While TikTok has been banned or is facing possible bans both domestic and abroad, the app formerly known as Musical.ly has been aggressive on all fronts of its growth and succeeding — from everyday users to cultivating both advertisers with its TikTok Creator Marketplace and enticing influencers and creators with their $1 Billion Creator Fund.

Reels recently launched (Facebook’s TikTok competitor living within the Instagram app) but not after TikTok downloads in one month exceeded Instagram app downloads for an entire quarter.

TikTok user growth is fueled by its downloads, total users, time spent on the app, and much more. We compare TikTok to Facebook, Instagram, YouTube, and more across these TikTok user growth charts:

  1. TikTok generated 80% more downloads in the first two quarters of 2020 (615 million) compared to Q1 and Q2 of 2019 (343 million).
  2. TikTok has held the #1 and #2 spot in U.S quarterly downloads since September 2019.
  3. Worldwide: Since 2018 TikTok has placed among the top 4 global apps and is the only app in the top five not owned by Facebook.
  4. TikTok gained 25 million new U.S. users in Q2 2020.
  5. In 2019 U.S. users represented just 5.6% of the global audience, now Americans represent an estimated 7.4% of TikTok’s global downloads.
  6. U.S. creators dominate the influencer market with nearly 60% of TikTok’s influential users hailing from the United States.
  7. An estimated 75% of TikTok’s 800 million users are daily active users.
  8. While TikTok’s revenue surpasses YouTube’s revenue, around 56% of YouTube’s revenue comes from the United States while only 6% of TikTok’s $90.7 million in revenue comes from the U.S.

Check out our TikTok user growth infographic illustrating the app’s incredible growth rate:


1. TikTok has generated 80% more downloads in the first two quarters of 2020 compared to 2019.

                <div style="clear:both"><a href="https://mediakix.com/blog/tik-tok-user-growth-infographic/"><img src="https://mediakix.com/wp-content/uploads/2019/02/TikTok-User-Growth-YoY-768x542.jpg" alt="TikTok-User-Growth-YoY" /></a></div>

Want to embed this graphic on your site? Click the embed code below:

TikTok has generated 80% more downloads in the first two quarters of 2020 (615 million) compared to Q1 and Q2 of 2019 (343 million).

For comparison, TikTok generated 660 million downloads during the entire 2018 year.

2. TikTok has held the #1 and #2 spot in U.S quarterly downloads since September 2019.


TikTok’s monthly downloads in the U.S have rapidly climbed to overtake Facebook, Instagram, and Snapchat (receiving under 8 million new downloads per quarter, Twitter, is not featured on the chart).

From Q1 2019 to Q2 2020, TikTok increased U.S. downloads by 62%.

At the end of June 2020, TikTok broke records and topped the quarter off at 25 million U.S. downloads.

Prior to 2019, Android users accounted for the majority of TikTok’s U.S. downloads. However, since Q3 2019, iOS users have outnumbered Android users in new U.S. downloads with a steady 2:1 ratio.

3. Worldwide: Since 2018 TikTok has placed among the top four global apps and is the only app in the top five not owned by Facebook.


TikTok has been the lone competitor to round out the top five worldwide apps and challenge Facebook’s top four apps (Facebook, WhatsApp, Messenger, Instagram) since 2018.

Q1 2020 TikTok broke records having more worldwide downloads per quarter than any app ever before, with 315 million downloads.

Q2 2020 only continued the record breaking streak with TikTok ringing in over 308 million downloads, making TikTok the only app to have more than 300 million downloads in two consecutive quarters.

4. TikTok gained 25 million new U.S. users in Q2 2020.


TikTok has held at least the #2 spot and higher in U.S quarterly downloads since September 2019.

The coronavirus lockdown has had a positive impact on TikTok’s U.S. installs — TikTok gained 23 million and 25 million new users for Q1 2020 and Q2 2020, respectively.

With 50% of influencers vowing to create more video content amid COVID-19, many Instagram-focused influencers have also been shifting focus to TikTok or incorporating TikTok trends within their Instagram content.

5. In 2019 U.S. users represented just 5.6% of the global audience, now Americans represent an estimated 7.4% of TikTok’s global downloads.

TikTok-User-Growth- Influencers

TikTok’s U.S. user base has grown substantially in 2020.

In 2019 U.S. users represented just 5.6% of the global audience — now Americans represent an estimated 7.4% of TikTok’s global downloads.

New markets are showing growth as well, with India decreasing in its global user share by almost 9% so far in 2020.

6. U.S. creators dominate the influencer market with nearly 60% of TikTok’s influential users hailing from the United States.


U.S. creators dominate the influencer market representing nearly 60% of the top 100 TikTok influencers.

India trails in second claiming 26% of TikTok’s influential users.

Out of the top ten most influential TikTok influencers who together amass over 450 million followers, 9 out of 10 are U.S. creators. 

While TikTok rose to fame for its viral dance and entertainment short-form content, new content categories including fitness and cooking are emerging as the platform matures.

7. More than 75% of TikTok’s 800 million users are daily active users.

Influencer marketing webinar trends

While Instagram shows to have around a 50%- 60% daily user retention from its 1.082 billion monthly active users (roughly 630 million DAU), TikTok’s daily retention rate shows to be significantly higher with around 75% of its monthly active users accounting for daily active users of its app.

With TikTok’s monthly active users placed at 800 million, the app’s daily active audience is speculated to be over 600 million.

While Instagram and TikTok’s daily active users can only be estimated, data shows from Q1 2019 to Q2 2020 TikTok grew DAU’s by over 33%, compared to Instagram’s 26% growth in the same period.

Interestingly, Facebook and Snapchat are similar in their comparison of MAU to DAU. With both apps, global daily active users represent just over 66% of global monthly active users.

8. While TikTok’s revenue surpasses YouTube’s revenue, around 56% of YouTube’s revenue comes from the United States while only 6% of TikTok’s $90.7 million in revenue comes from the U.S.


While TikTok revenue surpasses YouTube revenue, around 56% of YouTube revenue comes from the United States while only 6% of TikTok’s $90.7 million in revenue comes from the U.S.

Top 20 TikTok Statistics: Key Facts, Figures & Data


TikTok Statistics – What Marketers Need To Know In 2020

UPDATED June 11, 2020 —Remember Musical.ly? You may recall that it was rebranded as TikTok in August 2018 after being acquired by Chinese company ByteDance the year before. After several years of impressive growth, TikTok has skyrocketed even further in recent months.

The top app is stirring up a revival of short video clips—only now, it’s even more interactive, collaborative, and downright addictive. Recently, TikTok surpassed the likes of Facebook, Instagram, Messenger, and Snapchat in App Store and Google Play downloads.

In fact, during Q1 2020, it had a better quarter than any app ever, with 315 million downloads enticing and captivating consumers with a proclivity for binge-watching video content — especially appealing as global audiences are quarantined at home amid COVID-19.

TikTok statistics growth chart

Top 20 TikTok Statistics: Demographics, Engagement, & Facts

Coming off remarkable success in 2019, these 20 TikTok statistics show promising signs of continued growth for 2020. To help marketers stay ahead of the trend, check out the most important TikTok stats:

  1. TikTok has been downloaded over 2 billion times
  2. TikTok users spend 45 minutes on the app on average
  3. TikTok users open the app 8 times everyday on average
  4. TikTok gained more users in one month than Instagram gained in any 2019 quarter
  5. TikTok installs are up 96% year-over-year
  6. TikTok’s 800 million MAUs surpasses LinkedIn, Reddit, Snapchat, Twitter, and Pinterest
  7. TikTok’s monthly engagement rate is over 70%
  8. Over 63% of TikTok users are between the ages of 10 and 29
  9. Females on TikTok outnumber males nearly 2:1 in the U.S.
  10. 3x the number of U.S. users 18+ downloaded TikTok in April vs. last year
  11. Over $456 million have been spent buying coins on TikTok
  12. The top 50 TikTok influencers have more followers than 19% of the world’s population
  13. TikTok is the only top 5 social media app not owned by Facebook
  14. Nearly 80% of TikTok sessions are from Android users
  15. TikTok’s #RaindropChallenge has over 1 billion views
  16. TikTok is available in 155 countries and 75 languages
  17. India, contributing over 30% of TikTok downloads, is a huge driver of the app’s growth
  18. TikTok lost $8 million in one week during the brief India 2019 ban
  19. Over 30% of all U.S. TikTok users are adolescents
  20. CoverGirl got over 6.5 billion ad impressions on a sponsored TikTok campaign

1. TikTok Has Over 2 Billion Downloads

TikTok reached over 2 billion downloads in April 2020. This caps years of strong interest, with the app claiming the “most downloaded app” status in both 2018 and 2019. TikTok was downloaded 315 million times in Q1 2020 — 155.2 million more than in Q1 2019.

For worldwide monthly downloads, TikTok continues to outperform more mature social media apps like Instagram and Snapchat in both Apple and Google’s stores. Since Q1 2017, downloads have increased more than 100%.

TikTok statistics IG vs TikTok

TikTok continues to gain traction with new users at a rapid rate. In fact, TikTok’s 2019 downloads accounted for 49% of its all-time downloads. A report shows that its competitor, Instagram, received 238 million less downloads in 2019 than TikTok, with 2019 downloads representing only 28% of its all-time downloads.

2. Users Spend 45 Minutes Per Session On The App

At an average of 45 minutes spent on the app per day, TikTok ranks pretty high among time spent on social media platforms. For comparison, U.S. Android users spend 53 minutes on Instagram, 58 minutes on Facebook, and 49.5 minutes on Snapchat.

A recent report surveyed children 4-15-years old during the peak of the U.S. quarantine (March 15 – April) and found users in this young age group spent nearly 86 minutes watching TikTok videos daily.

3. Users Open TikTok Around 8 Times Per Day

ByteDance has stated that U.S. users open the app eight times a day and individual sessions on the app are the longest at 4.9 minutes — Facebook (4.7 minutes), Instagram (3.1 minutes), and Snapchat (1.6 minutes) all rank lower.

4. TikTok Gained More Users In One Month Than Instagram Gained In A Full Quarter

tiktok stats

The Coronavirus stay-at-home order seems to have only escalated TikTok’s new user growth. TikTok broke records by having more than 115.2 million installs during the month of March 2020. For comparison, in 2019, Instagram only averaged 111.5M downloads per quarter.

5. TikTok Installs Are Up 96% YoY

TikTok has shown amazing growth in the area of new installs. 2019 was especially impressive with installs climbing 96% year-over-year. TikTok continues to break records with unprecedented downloads in Q1 2020.

With interest in the app at an all-time high, TikTok is shifting their 2020 goals to focus on monetization and developing tools for their creator community.

6. TikTok Has Surpassed LinkedIn, Reddit, Snapchat, Twitter, And Pinterest in Monthly Active Users

TikTok is estimated to have over 800 million monthly active users. Currently the largest social network, Facebook is estimated to have 2.6 billion monthly active users as of the first quarter of 2020.

With 800 million MAUs, TikTok leads over Linkedin, Pinterest and Twitter who have 675 million, 367 million, and 340 million MAUs respectively. Impressively, TikTok also outperforms Reddit, the 6th most visited site in the world, which has 430 million MAUs.

7. TikTok’s Monthly Engagement Rate Is Higher Than 70%

tiktok stats user engagement

Data from App Ape Lab found that TikTok’s engagement rate — determined as the percentage of monthly users who open the app every day — is over 70%.

In 2018, Apptopia reported TikTok’s monthly engagement rate to be 29%, showing a two year increase of over 30% engagement. This widespread increase suggests that TikTok has made progress in its efforts to consistently engage new users on a daily basis

8. Nearly Two-Thirds Of U.S. TikTok Users Are Under 30 Years-Old

The majority of TikTok’s users are young social media users. In the U.S., 63.5% of the app’s monthly active users are 10-to 24-year-olds, and 52% are iPhone users.

One of TikTok’s competitors, Snapchat, struggles with user-growth, but boasts similar age demographics, with 78% of its U.S. users falling within the 18-24 years-old category.

9. In The U.S., The Ratio Of Female To Male TikTok Users Is Almost 2:1

Early 2018 data from App Ape Lab estimated TikTok’s global users as 55.6% male and 44.4% female. An updated study shows an appreciable shift in gender demographics with female users now far outnumbering male users by a 2:1 ratio.

The same dataset reveals that female user presence skews most dramatically among TikTok users in their teens.

This shows a notable distinction when compared to rival Instagram’s demographics that show a level gender distribution of users with 51% female daily active users and 49% male daily active male users.

10. April 2020 Saw 3x More TikTok Downloads From U.S. Users 18+ Than April 2019

tiktok stats age distribution

From January 2020 to April 2020, TikTok saw its growth in U.S. users ages 25-34 rise at the fastest rate out of any age group during quarantine. In January, Adweek estimated TikTok to have 5 million U.S. millennial users.

By April, that population reached 11 million. While TikTok’s growth of millennial users rose the fastest during quarantine, TikTok also added 5 million new U.S. users ages 18-24 during the January to April time period.

11. Users Have Spent More Than $456 Million Buying Coins On The TikTok App

Up until recently TikTok gained revenue through users buying coins in-app to send to other users on live streams. Over the lifetime of the company, TikTok users have spent $456.7 million buying coins on the app.

The U.S. accounts for about 20% of that total with $86.5 million spent. While this approach certainly made money, the company has recently ramped up new revenue streams with e-commerce features such as buy links, hashtag challenges, and in-feed ads.

These efforts have led to impressive numbers with promises of more to come. The app enjoyed its best earning ever in Q4 2019 with $88.5 million. During February 2020 (in a single month vs. quarter), TikTok earned $50.4 million, which is a 784.2% year-over-year increase.

12. The Top 50 TikTok Influencers Are Followed By More Than 19% Of The World’s Population

tiktok creators

The top 50 TikTok influencers have a following comparable to 19% of the global population—not including China. In total, the high-profile group of TikTok influencers have already garnered more than 1,270,000,000 followers.

Of course, this does not take into account repeat followers; however, the number does help represent the massive influence of TikTok’s top creators.

13. TikTok Is The Only App In The Top 5 Global Downloads Not Owned By Facebook

top apps tiktok

Since the start of 2020, TikTok has cemented its status as the number one most downloaded app month over month, falling second only in April to ZOOM.

Since the beginning of 2019, WhatsUp, Messenger, TikTok, Facebook and Instagram continue to lead month over month as the top five most downloaded apps worldwide.

In May 2020, Sensor Tower estimated TikTok had more than 111.9 million installs, a 2x year-over-year increase from May 2019.

14. Almost 80% Of TikTok Sessions Are By Android Users

The vast majority of TikTok use is experienced through Android devices globally with 75.5% of TikTok downloads coming from the Google Play Store app.

Though downloads on Google Play measure almost triple, Google Play’s dominance of TikTok downloads is likely attributable to India’s mobile phone market, which largely favors Androids over iPhones.

With forecasts suggesting that Android’s worldwide market share will reach 87% in 2022, it’s no shock that Androids win out with TikTok in terms of overall use.

15. TikTok’s #RaindropChallenge Has Accumulated 1 Billion Views


TikTok’s hashtag challenges form an integral part of its online community appeal, and popularity. Users encourage each other to participate in ‘challenges’ named with a hashtag.

Some of these challenges have had an enormous impact, such as the #RaindropChallenge, which features users using filters to appear as though they’re stopping a downpour of rain. The hashtag has over 1 billion views so far and ranks as one of the best examples of popular TikTok challenges.

TikTok creators have shown extra enthusiasm for hashtag challenges — making it a valuable opportunity for marketers.

For example, the popular #InMyFeelings challenge originated on Instagram, but it became a hit on TikTok in its own right and racked up roughly 5 million videos compared to Instagram’s 1.7 million.


16. TikTok Is Available In 155 Countries And 75 Languages

Chinese company ByteDance (who owns TikTok) originally created “Douyin” for China. After its success, TikTok became Douyin’s international counterpart. Looking at just TikTok numbers, downloads/usage of the app across the globe has been skyrocketing.

India leads the way, and the U.S, Russia, and Turkey each have enthusiastic and unique creators that reflect local culture.

17. India Is A Huge Driver Of TikTok’s Growth With 30.3% Of Its Lifetime Downloads.

In 2019, India was the top market for TikTok downloads (not including Chinese Android downloads) with 323 million downloads in total. ByteDance has made the app available in 155 markets and in 75 languages as part of its overseas push — something similar apps (e.g. Snapchat) have failed to prioritize in their quest for users.

Of the 2 billion cumulative downloads, it’s estimated that 30.3% of all unique installs come from India, with 8.2% hailing from the U.S. (this is excluding installs from third-party Android stores in China).

18. India’s TikTok Ban In 2019 Cost TikTok $8 Million In One Week

TikTok India

2019 was a controversial year for TikTok, with a slew of security, privacy, and data concerns making headlines for the app.

On April 3, 2019 an Indian court ruled that the app could expose children to sexual predators, pornographic content and cyber-bullying, and on April 17th downloads of the app were blocked by the Indian government (existing users were not affected).

TikTok appealed the decision, saying it had measures to restrict inappropriate content, and the court reversed its ruling on April 24, 2019. Bytedance reportedly lost $500,000 in revenue each day that TikTok was banned from app stores in India.

Since the incident, TikTok has expanded its reach in India drastically. TikTok released a statement that as of August 2019, the app has been downloaded on 30% of all Indian smartphones.

19. 37% Of TikTok’s U.S. Users Are Under 18 Years-Old

Statista reports that TikTok users ages 10-19 represent around 37% of TikTok’s United States user base. It is important to note, TikTok currently only allows users 13 years of age and older to create an account.

Since 2019 when the app’s security risks made headlines,  TikTok has been taking many measures to buff up safety practices, and data security measures.

TikTok now only allows users 18 and older to purchase, send or receive virtual gifts/currency. TikTok is also rolling out Family Pairing which allows parents to link their TikTok account to their teen’s and set control restrictions for content, messaging and screen time.

20. CoverGirl’s Sponsored TikTok Hashtag Challenge Produced Over 6.5 Billion Impressions

tiktok stats campaign

TikTok’s in-app shopping feature, called “Hashtag Challenge Plus”, allows users to browse products that are associated with a sponsored Hashtag Challenge without leaving TikTok’s platform.

Partnering with eight top influencers on the app, CoverGirl promoted its new product line while targeting TikTok’s predominantly Gen Z audience. The influencer-created videos have been viewed over 34 million times, and received over 3.2 million likes.

TikTok vs Instagram: Who Wins Social Media In 2020 [INFOGRAPHIC]

TikTok vs. Instagram

Instagram’s influencer market is estimated to be worth over $1.7 billion dollars. More than half a million sponsored posts have been posted on Instagram in 2020 so far. While 89% of marketers say Instagram is the most important channel for influencer marketing, newcomer TikTok has quickly become one of the most popular platforms in the world in less than two years and a rising platform for influencers.


The Coronavirus stay-at-home order seems to have only escalated TikTok’s new user growth. TikTok became the most downloaded non-game app worldwide during March 2020 with more than 115.2 million installs. For comparison, in 2019,  Instagram only averaged 111.5M downloads per quarter.

Top brands like Chipotle, Mucinex, Walmart, and GymShark have all marketed to Gen Z users on TikTok using Sponsored Hashtag Challenge campaigns. As brands continue to become comfortable using TikTok as an influencer marketing channel, it is important to understand the key platform specifics that separate TikTok from Instagram.

We analyzed App store and Google Play data for marketers to better understand the two competing social apps based on downloads/installs, platform demographics, and specific features. See our finds presented below in the following infographic – TikTok vs. Instagram:



Instagram still has a larger audience than TikTok and has been downloaded more than 1.8B times globally. In November of 2019 Sensor Tower announced TikTok had reached the 1.5B download milestone. While Instagram leads over TikTok in overall downloads, the infographic shows TikTok’s new user growth rate is substantially higher than Instagram’s. This contrast in new user growth is largely due to the fact that TikTok is still a newcomer in the market while Instagram is maturing as an established social media app.

Instagram will turn 10 years-old in 2020 while TikTok remains the new kid on the block in a successful growth phase. While 2019 accounted for 28% of Instagram’s all-time downloads, TikTok was able to add 738 million new users in 2019, growing the app by 49% of its existing users in one year alone.

TikTok’s new user growth continues to top charts and in February 2020, TikTok was the most downloaded non-game app globally with nearly 113 million installs. This represents a near 96.5% increase compared to the app’s February 2019 installs.

As seen above in the “TikTok vs. Instagram Downloads” chart, the coronavirus seems to have had a much larger effect on TikTok downloads than Instagram downloads. While TikTok’s user growth topped charts in March, the quarantine also brought an influx of TikTok content to Instagram. This shift in content sparked many Instagram influencers to build TikTok accounts in search of more ways to entertain themselves and their followers.



Instagram is considered to be the leading app in influencer marketing. In our 2019 survey, 89% of marketers found Instagram to be the most strategically important social channel for influencer marketing. With an estimated $20 billion valuation, Instagram is a monolith in revenue and has so far earned over 113x more revenue than TikTok. Its $20 billion valuation is due in part to influencer marketing on the app, a market that we estimate to be around $1.7 billion.

While both apps are comparable in age demographics, geographically they differ. Out of Instagram’s 1.8 billion users, the United States leads with the highest representation at 12%. In contrast, India and Brazil remain the top two countries accounting for most of TikTok’s downloads, the US in the third-place with over 3%.

The two apps also have a varying degree of gender distribution. TikTok gender demographics show a male to female representation of 55.6% and 44.4%, respectively. TikTok’s slight male user preference contrasts with Instagram’s higher presence of female users, 65% female to 35% male.


TikTok’s ease of use has helped it become the foremost short-form video social media app in the world. TikTok’s simple premise focuses on lip-syncing, dancing, pranking, or other comedic acts.

In Instagram’s 10 year growth, it has transformed from a photo-focused format to Stories and IGTV and has become the leading app for brand social engagement. While TikTok and Instagram are similar in their app fundamentals, they have many features that distinguish them from each other.

TikTok currently does not have a long-form video feature, it’s video capabilities have a maximum of 15 seconds and the ability to loop for 60 seconds. Instagram’s long-form video feature, IGTV allows video length of up to one hour. IGTV is also in the works to monetize with creators.

While both apps have in-app purchase capabilities, TikTok has a virtual currency where users can award various virtual gifts to creators, not unlike many gaming sites such as Twitch. Since 2018, American users have spent over $23.1 million on TikTok’s virtual coin currency.

TikTok vs Instagram

TikTok Currency

TikTok and Instagram both have similar e-commerce shopping capabilities, while Instagram has had more time to fine-tune its features and position itself as an e-commerce platform. Instagram has it’s in-app shopping feature “Checkout”, as well as its widely used “Instagram Shopping” add-on which allows companies to tag products and direct users to a product link on their website.

instagram vs tiktok

Instagram Checkout

TikTok has a feature similar to Instagram’s “Checkout” where users can complete the purchase in-app through a retail partner. TikTok’s Sponsored Hashtag Challenge Plus allows companies to link products from their website through a sponsored hashtag campaign.

tiktok checkout feature

TikTok Checkout


These results indicate that in addition to gaining more users than Instagram, TikTok is also earning the attention of top power users. This trend is likely to continue and will affect the $1.7 billion dollar Instagram influencer market and influencer marketing as a whole.

As users and influencers alike emerge on TikTok, marketers should determine the proper channel(s) ( Instagram, TikTok, or both) to best suit their marketing needs.