Business 101: The Current State of TikTok and Consumers

With social distancing practices in place due to the coronavirus (COVID-19) pandemic, more and more people are using TikTok to create and receive entertainment. 

In fact, according to eMarketer, the number of unique U.S. visitors skyrocketed to 12 million in March 2020 alone, contributing to a total of 52.2 million. To further put this into perspective, this accounted for a rise of 48.3% in unique visitors between the months of January and March.

It should be noted that in terms of TikTok metrics, there is a difference between and the TikTok mobile application as well. While there was a 26.2% increase in total unique visitors between January and March on desktop, the application itself, and the mobile website, visitors who used the mobile application exclusively accounted for a 10.8% increase. 

The average of minutes per visitor also saw a significant change between the aforementioned months as well. For instance, the average time spent in minutes on increased by 48.3%, while the mobile application itself accounted for an increase of 30.1%.

According to a report by the Kantar Group, lockdown practices are contributing to this increased use of online platforms. The research found that more Gen Z individuals and millennials are using TikTok, with an increase of 33% and 27% among them respectively. 

Another reason for this increase is the ease at which TikTok videos can be shared across different websites and social media platforms such as Twitter and Instagram. Not only does this increase in sharing drive traffic to TikTok, but it also helps with expanding the application’s brand awareness. In addition, videos on TikTok do not require an account to watch, which can contribute to the increase of unique viewers.

In addition, TikTok itself has been focusing on its live streaming feature. It launched a program called #HappyAtHome: LIVE!, which is a weekly evening program with the goal of providing comfort and informing others about their responsibilities in mitigating the spread of COVID-19. 


“There’s a lot we can’t do right now, but this is one small way we can all help each other during these trying times,” the press release read.

The #HappyAtHome: LIVE! program features celebrities and creators. It runs from Monday to Friday, and there is a theme for each evening. For example, during its launch week, Monday kicked off with inspirational talks, workouts, classes, and cooking tips with well-known individuals such as Arnold Schwarzenegger, Derek Hough, and Tyra Banks. Meanwhile, Tuesday featured games, makeup tutorials, and chats with Addison Rae, Adam Ray, Charli D’Amelio, and Loren Gray.

As the COVID-19 situation continues to change, businesses should also be thinking about the way in which they market their products and services. Whether they are using social media platforms such as Twitter, Instagram, and TikTok to gain more engagements and increase brand awareness, or amending their long-term business strategies, companies require thorough market research. 

The Find Your Audience team is ready to provide companies with this type of research and in-depth analysis. To get started and for a thorough consultation, call 647-479-0688 or email

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