TikTok has firmly established itself as a major player in the social media arena. The platforms’ meteoric growth, high engagement rates, and popularity with a younger demographic have led to the rise of a new generation of social media personalities.
TikTok influencers are some of the most, well, influential, influencers on social media, especially for young millennial and generation z audiences.
Brands of all kinds and sizes can benefit hugely from collaborating with TikTok influencers, be it to grow their brand further, refresh an older brand’s image to be relevant again, or establish a new presence altogether.
So, what, exactly, makes TikTok so effective for marketing? And who are the top TikTok influencers to work with?
Today, we’re covering how TikTok grew, in just a few short years, from nothing to being one of the biggest social media sites in the world. We’re also covering who TikTok’s audience is, its’ user demographics, and, of course, the top TikTok influencers to work with!
Let’s dive right in!
In 2016, parent company Bytedance introduced Douyin in China, and its’ global counterpart TikTok in 2017, after buying established video sharing platform musical.ly.
Since then, TikTok has grown at an extraordinary rate. In just four years, they grew more than Facebook grew in 10 years!
Between January 2018 and July 2020, TikTok increased its’ global userbase by 1157.76%. The Covid-19 pandemic helped to spur that growth on, as millions stayed home looking at their phones into 2021.
TikTok is now available in more than 140 countries and 75 languages worldwide.
Its market penetration statistics show that 37.36% of America’s 267.6 million mobile internet users now use TikTok. Globally, 22.32% of the 4.48 billion active social media users use TikTok on a regular basis.
TikTok’s meteoric growth rate has firmly established them as a key player in the social media landscape.
TikTok is here to stay, and it is rapidly becoming one of the most valuable marketing channels that brands can use in 2023 and beyond.
Take a look at this informative video by Dash Hudson to see how TikTok differs from other social media apps, and how brands can use that to their advantage for marketing and creator collaborations:
Right, now let’s look TikTok’s user demographics and engagement rates to see just how valuable it is for brands to use TikTok in their social media marketing:
Influencer marketing has become a key component of the digital marketing landscape, offering massive value for brands in every niche.
TikTok has rapidly grown into a leading social media platform, and TikTok creators have been able to gain huge numbers of highly engaged followers, creating a new generation of social media influencers.
Many things set TikTok apart from other social media sites, but one of the most important things is how its user demographics differ from other major social media platforms.
Let’s take a look:
TikTok appeals most to Generation Z and younger Millennial users, especially in the USA where TikTok’s active user demographics are:
TikTok’s user base may be younger than social media sites like Facebook, Instagram and Twitter, but TikTok users are staying with the site as they age, and more older adults are joining the site.
According to Pew Research Centre, the following percentage of adults in the USA say they have used TikTok:
TikTok is a truly diverse platform, available in 140 countries and 75 languages. The platform’s gender demographics vary region to region, most notably:
In 2021, TikTok had significantly higher engagement rates than other video-sharing apps, including Instagram and YouTube.
In addition to staggeringly high global engagement rates, Statista states that when TikTok influencers from the USA are separated from the global figures, their engagement rates are 2.13% higher than the global average.
Followers: 135.1 M
Charli started her TikTok journey in 2019 and went on to rapidly become the ‘queen of TikTok’ with 135+ million subscribers!
She posts lighthearted content focused on beauty, fashion, and ‘a day in the life’ videos. Her popularity and success have skyrocketed her to fame and she’s been part of events like the Super Bowl, where she created the “J Lo Super Bowl Challenge”.
Charli and her sister Dixie frequently do collaborations with each other, other TikTok influencers, and, of course, brands. They also have a podcast called ‘2 Chix’, and more recently a family reality show on Hulu.
Followers: 87.8 M
Filipina-American Bella Poarch shot to fame when one of her lip-synching videos went viral in 2020. She gained over 10 million followers that month, and the video broke records for likes and comments with more than 50 million likes and 1.7 million comments.
Since then, she has gone on to close a record deal, establish a successful music career, and work with major brands. Her content focuses on music, lifestyle, fashion, and beauty. On average, Bella Poarch’s videos get over 40 million views.
Followers: 86.5 M
Addison Rae is one of the original queens of TikTok. Her fun and engaging content focuses on beauty, fashion, with plenty of dancing, lip-synching and funny challenges.
Addison has augmented her TikTok stardom by branching out onto Instagram and YouTube, where she’s garnered a sizable following. She also does a weekly podcast with her mum and has released her own beauty product line called Item Beauty. She’s worked with beauty brands like L’Oréal, and fashion brands like Reebok.
Followers: 56.9 M
Dixie D’Amelio is Chari D’Amelio’s older sister. She is famous for her music career and her YouTube series called ‘The Early Late Night Show’, as well as for dating popular TikToker Noah Beck.
Alongside her sister, she’s worked with major brands like Hollister and Morphe. The two also have a podcast, and more recently a Hulu reality show. Dixie frequently collaborates with other influencers, including her boyfriend Noah Becker.
Followers: 51.5 M
Choreographer and dancer Michael Le was already well known on musical.ly before it became TikTok. He is now one of the most popular male TikTok influencers on the platform, with over 50 million followers. He also has a huge following on YouTube, Instagram, and Facebook.
Michael Le posts dance clips, dance tutorials, and challenges. He has worked with brands like McDonald’s, Invisalign, and Amazon. For brand collaborations, he is the go-to influencer for branded hashtag challenges.
Followers: 32.3 M
Noah Beck is another TikTok influencer who rocketed to fame seemingly overnight. Before becoming a full-time social media personality, he was a soccer player, and his content is mainly focused on lifestyle and sports, as well as some pranks and comedy.
He was a member of Sway House, where he collaborated with other popular made TikTok influencers. He is considered a very ‘brand safe’ influencer to work with and has worked with several top fashion brands.
Followers: 29.6 M
Niana Guerrero is one of the top TikTok influencers in the Philippines. She is best known for her dance videos and prank vlogs.
Niana and her brother Ranz Kyle form the dancing duo known as Ranz and Niana, and have appeared on the cover of NYLON Manila. She has collaborated with K-Pop star SOMI and brands like Petron Corp. and HP Asia.
Followers: 21.6 M
Jason real-last-name-a-mystery Coffee is one of the top TikTok influencers posting about family life, and of course, coffee. His content is focused on this family’s antics, with his wife and children. Jason has a sizable following on YouTube, Instagram, and Twitter, as well as over 20 million followers on TikTok.
His children, Payton and Caleb are also on TikTok, with millions of followers of their own too. Collaborations with the Coffee family are a great opportunity for fun, wholesome, family-oriented brands.
Followers: 20.3 M
Jeon Changha is one of the top Korean TikTok Influencers and singers. The singer’s TikTok career began in 2018 and he’s never looked back. In 2020 he was the official mascot of Hallyu Korea’s ‘Hallyu Com-on Swiss 2020’ competition.
Jeon also has a huge following on Instagram and YouTube. His content includes videos of him dancing, singing cover songs, or pranking his friends. He also does comedy vlogs and a variety of funny videos. Some of his notable collaborations include Korea’s top pop stars, DKB and Cherry Bullet.
Followers: 17.4 M
Phillipino-Australian TikTok influencer Sarah Magusara is most famous for her dance videos, great choreography skills, and her lip-syncing videos. She also posts content that relates to her being a mom and her passion for fitness.
Sarah is a versatile influencer to collaborate with. Her content on TikTok and YouTube encompasses everything from dance to fitness, makeup tutorials, and developmental learning activities for toddlers.
Followers: 16.1 M
Country: England, UK
With over 16 million followers, Holly H is considered the top TikTok influencer from London, UK. She was famous on Vine and musical.ly before she became a TikTok star, where her goofy, light-hearted and very engaging content captured the hearts of more than 16 million subscribers.
Holly H frequently collaborates with other TikTokers and works with top brands like Disney and Pretty Little Thing.
Followers: 5.6 M
Top TikTok influencer Alexa Jade (aka Nava Rose) is one of the most successful influencers in the super-competitive fashion niche on TikTok.
Her passion for unique, quirky fashion and her eye for styling has made her one of the most in-demand influencers for major fashion brands to work with. She’s worked with brands like ASOS, Reebok, and DSW.
Her content is all about fashion and styling, with a hugely popular Q&A series that teaches her followers how to style hard-to-style colors and trends.
Followers: 1.7 M
When it comes to the top TikTok Influencers in Nigeria, John Merry (aka Beeauty Goddess) has to top the list.
Her 1.7 million followers adore her fashion and beauty content, which ranges from casual looks to high glam. She was named Pulse’s TikTok Influencer of the Year in 2021 and works with many different brands and artists.
Summary: The Top TikTok Influencers in 2023 Are:
TikTok influencers hold the keys to the young millennial and generation z marketing kingdom!
TikTok is one of the biggest platforms, with over a billion active monthly users. It is also the platform with the most active audience and the highest engagement rates.
Ready to amp up your influencer marketing strategy? Looking for some inspiration? Check out these related resources:
TikTok Influencers are content creators and social media personalities that have a substantial following on TikTok. Many TikTok Influencers are also influencers on other social media platforms. Like other platforms, TikTok Influencers can be categorized, based on the size of their following, as anything from nano-influencers to mega-influencers and celebrities. Read the full article for the top TikTok influencers currently on the platform.
As of January 2023, Charli D’Amelio is considered to be the biggest TikTok influencer with over 135 million followers. Check out the full article for more on the top TikTok influencers in 2023, both male and female, from across the world.
Yes. TikTok has significantly higher engagement rates than other social media platforms like Facebook, Instagram and YouTube. This makes it an especially valuable marketing channel. Check out the full article for more on TikTok's engagement rates and how they compare to other social media sites.
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Backlinko: TikTok User Statistics (2022)
Built Visible: 10 Things Digital Marketers Should Know About TikTok
Quantum Marketer: TikTok Statistics: How Many People Use TikTok?
Smart Insights: Global Social Media Statistics Research Summary 2022