As TikTok faced a possible U.S. ban in August 2020, influencers scrambled to recreate their followings on a similar app called Triller. In a short turn of events, Triller was effectively becoming the next TikTok skyrocketing to #1 in the App Store.
To many creators, Triller seemed similar to TikTok — both apps centered around music and short-form content. Then as the controversy of the TikTok ban dwindled, creators and brands are left wondering if Triller will stay relevant.
So far, Triller has been able to differentiate itself by aligning with top music artists such as The Weeknd, Marshmello, Lil Wayne, and others. Triller is an attractive platform for musicians due to their artist-friendly licensing partnership with some of the top studios including Warner Music Group, Sony, and Universal. Additional features such as the ability to link to music streaming services and multiple discovery methods make Triller a compelling addition to any artist’s arsenal.
Triller has also made strides to improve its video editing capabilities through AI-powered technology. In a matter of seconds, creators can easily stitch video clips together that appear professional. Now with additional features and a team of celebrities behind them, Triller is positioning themselves to rival TikTok.
We’ve compiled the most relevant Triller statistics that every marketer should know:
1. Triller has 231 million downloads globally
In the latest interview with co-founder Ryan Kavanaugh, Triller has officially topped 231 million downloads globally. In comparison, TikTok has been downloaded 2.6 billion times which makes Triller about 9% of TikTok’s total downloads. While Triller remains at 9% of their downloads, they only consist of about 6.5% of TikTok’s monthly average users.
2. Triller reached No. 1 in the App Store in August
In light of the controversy in August surrounding the ban of TikTok, Triller experienced tremendous growth as many users were searching for a viable alternative.
In several countries, Triller surged to the No.1 rank on the app store and drew interest from advertisers as an emerging influencer channel. Currently, Triller rankings No. 52 in the Photo and Video category on the App Store.
3. Triller has 65 million monthly active users
Triller now claims 65 million active users (MAUs) — a major leap forward from their previous number of 13 million active users from 2019. At 65 million MAUs, that’s nearly a 5x increase in users and a 4x increase in downloads within a year.
Triller’s users and engagement metrics drew unwanted attention earlier in the year — Apptopia, a third-party app data company, claimed that Triller was inflating their numbers in August of 2020 but have since worked hand-in-hand to correct the discrepancy.
4. Triller has grown over 500% year-over-year (YoY)
With upgrades to the platform architecture and new machine learning editing features, Triller has been able to capture steady growth since the founding of the company in 2015.
Triller was perfectly positioned to be a worthwhile alternative for TikTok users amid a possible ban. While it remains unpredictable whether Triller will sustain their growth, there are several investors (including Marshmello, The Weeknd, and Lil Wayne) betting that it will.
5. Triller’s monthly average users are less than 1/10 of TikTok
While Triller boasts an impressive 65 million monthly active users, they are still strides behind TikTok’s 1 billion monthly active users.
Nevertheless, Triller has been attractive enough to acquire some of the top influencers in social media such as Noah Beck, Charli D’Amelio, and Josh Richards. Triller is still in the early stages of development and it will continue to carve out its place and unique offerings in the social media game.
6. Triller users spend 22 minutes a day on the app
Users stay on Triller for an average of 22 minutes per day, while creators spend 60 minutes (according to Triller).
In comparison to other social media platforms, Instagram users spend 50 minutes per day, YouTube users spend 40 minutes per day, and TikTok users spend 45 minutes per day.
At just 42% of the total time spent on the app compared to TikTok, Triller will need to make a few adjustments to get on the same playing field as their competitors.
7. Triller’s lifetime retention rate is 26%
The lifetime retention rate represents the percentage of active users over the total amount of downloads.
Based on Triller’s own data, they have one of the highest retention rates among any social media app on the market — Triller has also come out to say this metric can be skewed depending on the timeframe the metric is taken from.
8. Triller has a valuation of $1.25 billion
As of October, Triller has been valued at $1.25 billion based on its last round of private funding. On the heels of an incredible year for Triller, the company considered going public through a reverse merger which could significantly lift their valuation. Nevertheless, Triller remains at about 1% of the most recent valuation of TikTok, according to CB Insights.
9. Triller’s top 5 countries are the United States, UK, Canada, Australia, and France (by site ranking)
The popularity of Triller remains the strongest among western English-speaking countries. The LA-based company seems to attract a similar demographic globally while they have had some success in India.
10. Charli D’Amelio is currently the highest followed creator on Triller with 6.1M followers
Charli D’Amelio, the most followed creator on TikTok, joined Triller back in September and within a few days gained nearly 1 million followers.
As you might imagine, Triller welcomed the D’Amelio family with open arms, and their massive followings rolled in from TikTok. While Charli continues to post on Triller, she only follows four creators suggesting she likely doesn’t use the platform herself.
11. 3 TikTok influencers hold executive titles at Triller
Triller has been able to recruit some of the top influencers as they take a bite out of TikTok’s giant audience.
Josh Richards, with his 2.8 million followers on Triller, holds the Chief Strategy Officer position on the executive team alongside Noah Beck and Griffin Johnson who have advisory positions. Noah Beck and Griffin Johnson have 5 million followers and 1.9 million followers on Triller, respectively.