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5 markets where TikTok is wildly popular

By Elin Box on June 13, 2023

TikTok has exploded in popularity around the world ever since its international launch in 2017. The short-form video platform is currently available in over 150 markets and has over 1 billion active users. Yes, you read that right, over 1 billion – with a B! What’s more, with 92% of TikTok users taking action after watching a TikTok video, you can understand why marketers are increasingly turning their attention to this incredibly popular app.

In which countries is TikTok most popular?

The recently-published Webcertain search and social report 2023 looked at 57 countries around the world. Out of these 57 countries, TikTok was amongst the top five most popular social platforms in 39 countries – in other words, 68% of the countries surveyed. As you can see in the infographic above, the five countries where TikTok saw the highest penetration rates were:

  1. Qatar: 80% of Qatari internet users are reachable through the platform.
  2. Thailand: 78% of Thai internet users say they use the platform every month.
  3. Vietnam: 78% of Vietnamese internet users say they use the platform every month.
  4. Philippines: 77% of Filipino internet users say they use the platform every month.
  5. Mexico: 74% of Mexican internet users say they use the platform every month.

Qatar, really?

If you are surprised to see Qatar at the top of the list, you are not alone. We recently conducted a LinkedIn poll on this very topic, where the majority of respondents expected the US to come out on top! Of course, the stats above are looking at penetration rates, not numbers of users, so Qatar is certainly not the biggest TikTok market – but it is the most engaged.

If you are targeting any of the countries listed above, you may want to consider whether TikTok could be a valuable addition to your social media marketing strategy. It will, of course, depend on your audience and your budget, but if those two boxes get a tick, it could make a lot of sense to try to reach your target customers through this channel!

Is TikTok appropriate for any industry?

Industries that are seeing particularly good results from marketing on TikTok include:

  • beauty
  • self-care
  • lifestyle
  • art
  • DIY
  • gadgets
  • food and drink
  • travel
  • nature

But this is by no means an exhaustive list! Any short-form video content with the power to entertain has the potential to go viral on TikTok. You just have to get creative about how you can showcase your brand/products in a fun and engaging way, potentially collaborating with relevant TikTok influencers to help you connect with your target audience.

Want to learn more?

Were you surprised to see Qatar at the top of the list? It goes to show the importance of relying on data, rather than assumptions, when creating your international digital marketing strategies. To learn more fascinating facts and stats about how digital marketing works in 57 different countries, check out the Webcertain search and social report 2023 by clicking the button below!

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Elin Box

Content Marketing Manager at Webcertain
Elin is a Content Marketing Manager at Webcertain. She is responsible for Webcertain’s Self-learning platform, producing in-depth guides on a range of international digital marketing topics. She also helps run the Webcertain blog and is the writer of the Webcertain search and social report, an annual report summarising digital marketing best practices in over 50 countries. She is passionate about educating and empowering people to make the best decisions for their business and is proud to help share Webcertain’s wealth of digital marketing knowledge with the world. Elin is from the UK.

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