TikTok's Rise in Popularity

In recent years, TikTok has surged in popularity in the U.S. and across the globe, captivating users with easily consumable content. With its innovative short-form video format, TikTok has become a cultural phenomenon, influencing trends in music, dance, comedy and beyond. Its algorithm-driven content recommendation system has proven highly effective in keeping users engaged, inspiring other social media platforms to turn lean heavily into algorithm recommendations as well (hello Instagram!). 

According to Statista Consumer Insights, 4 in 10 U.S. adults aged 18 to 64 regularly used TikTok in 2023, making it the fourth most popular social media platform in the U.S., trailing only Facebook, YouTube and Instagram. That’s up from just 14 percent in 2020, showing how quickly TikTok has established itself as a key player in the social media landscape following its launch arrival in the United States in 2018. As our chart shows, the app is particularly popular among younger users with almost 60 percent of 18 to 29-year-olds using it regularly. It is also the most popular social media platform for U.S. teens according to another recent survey, which is why some lawmakers fear it could be used by the CCP to “indoctrinate” the American youth.