The State of TikTok in Australia 2020

Nick Baklanov

Marketing specialist at HypeAuditor. Connect on Linkedin.

TikTok is a Chinese video-sharing social networking service owned by ByteDance. It is used to create short dance, lip-sync, comedy and talent videos.

TikTok became available in Australia after merging with Musical.ly in 2018. The application allows users to create short music and lip-sync videos of 3 to 15 seconds and short looping videos of 3 to 60 seconds.

After merging with Musical.ly in August, downloads rose and TikTok became the most downloaded app, the first Chinese app to achieve this.
In 2019, media outlets cited TikTok as the 7th-most-downloaded mobile app of the decade, from 2010 to 2019.
It was also the most-downloaded app on the App Store in 2018 and 2019.

HypeAuditor conducted a brief research to find out how the TikTok influencer ecosystem looks like in Australia.

For that research, we have analyzed 3.1 Million TikTok influencers (TikTok accounts those have over 1000 followers) from around the world and 25.1K influencers from Australia.

Key Findings

  • Australia is is on the 11th place by the number of TikTok influencers (accounts with over 1000 subscribers). 1.12% of TikTok influencers are from Australia.
  • 4.24% of influencers in Australia have over 100K followers, they can collaborate with brands and get paid for advertising.
  • On average TikTok influencers in Australia have 198 videos uploaded into their feed.
  • In Australia 9.8% of accounts have over 500 media entries.
  • Core TikTok audience in Australia are female between 13 and 24 years old (44.65%).
  • Engagement Rate of TikTok influencers in Australia is 3.3% lower than average worldwide Engagement rate

Distribution of TikTok influencers by Countries

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Australia is on the 11th place by the number of TikTok influencers globally (accounts with over 1000 subscribers). 1.12% of TikTok influencers are from Australia.

Distribution of TikTok influencers by number of followers in Australia

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The majority of TikTok influencers in Australia have between 1K and 5K followers. Only 4.24% of influencers have over 100K followers, they can collaborate with brands and get paid for advertising.

TikTok content in Australia

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For many TikTok influencers TikTok can be not just a hobby but a potential source of income.

On average TikTok influencers in Australia have 198 videos uploaded into their feed. It is 24% less than the global average uploaded number of videos, which is 260.

In Australia only 9.8% of influencers accounts have over 500 media entries. For example in India 39.4% of accounts had over 500 media entries. 

Audience of TikTok Influencers in Australia

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Core TikTok audience in Australia are female between 13 and 24 years old (44.65%).

There is also a large number of users between 13 and 17 years old (31.56%).

Engagement Rate of TikTok Influencers in Australia

Average Engagement Rate Worldwide is 15.86% and Average Engagement Rate in Australia is 15.35%.

Engagement Rate is Likes + Comments + Shares divided by Views number.

Engagement Rate or ER is a commonly used benchmark of success on TikTok as it can determine if an influencer is connecting with their audience.

It is also worth noting that the average engagement of TikTok influencers in Australia is 3.3% lower than the worldwide average.

TikTok users in Australia are less engaged in influencers’ content.

Top 10 TikTok influencers in Australia

1. @sarahmagusara
Number of followers: 14.9M
Number of likes: 735.5M
ER: 20%

2. @rybkatwinsofficial
Number of followers: 11.7M
Number of likes: 313.4M
ER: 19.5%

3. @thexhan
Number of followers: 11.9M
Number of likes: 214M
ER: 18.7%

4. @bijju3210
Number of followers: 9.5M
Number of likes: 127.2M
ER: 14.6%

5. @anzu_bb
Number of followers: 7.2M
Number of likes: 86.1M
ER: 10.9%

6. @joshdub
Number of followers: 3.9M
Number of likes: 74.9M
ER: 22.7%

7. @caleb.finn
Number of followers: 5.7M
Number of likes: 274.4M
ER: 28%

@caleb.finn

it took 4 days but its finally done

♬ Close Encounters – HuntorPrey

8. @mochapom
Number of followers: 5.6M
Number of likes: 99.3M
ER: 29.8%

9. @joelbergs
Number of followers: 5.3M
Number of likes: 170.9M
ER: 27.8%

@joelbergs

#duet Answering Questions about Australia…

♬ original sound – elenamaerose

10. @thechainzfamily
Number of followers: 5.3M
Number of likes: 91.3M
ER: 12.2%

@thechainzfamily

Granny makes world peace 🌎 ✌️ Last one 🎉 @clubqueen #everydayisaparty

♬ original sound – clubqueen

About HypeAuditor

This report was made by HypeAuditor

HypeAuditor is an AI-powered Instagram, TikTok and Youtube analytics tool that helps to get insights about the creator’s audience, increase advertisers’ ROI and safeguard authenticity in influencer marketing. It sets a standard for the Instagram analytics by providing the most accurate data.

HypeAuditor applies machine learning to determine behavioral patterns and identify fake followers and engagement on influencer accounts. It presents users with a breakdown of demographic data for an influencer’s audience and brings benchmarks for each metric for influencers with a similar number of followers.