The State of TikTok in Russia 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 Russia 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 Russia.

For that research, we have analyzed 3.1 Million TikTok influencers (TikTok accounts those have over 1000 followers) from around the world and 82.9K influencers from Russia.

Key Findings

  • Russia is is on the 4th place by the number of TikTok influencers (accounts with over 1000 subscribers). 2.65% of TikTok influencers are from Russia.
  • 3.72% of influencers in Russia have over 100K followers, they can collaborate with brands and get paid for advertising.
  • On average TikTok influencers in Russia have 215 videos uploaded into their feed.
  • In Russia 11.32% of accounts have over 500 media entries.
  • Core TikTok audience in Russia are female between 13 and 24 years old (47.1%).
  • Engagement Rate of TikTok influencers in Russia is 15.65% and it is almost the same as average worldwide Engagement Rate

Distribution of TikTok influencers by Countries

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Russia is on the 4th place by the number of TikTok influencers globally (accounts with over 1000 subscribers). 2.65% of TikTok influencers are from Russia.

Distribution of TikTok influencers by number of followers in Russia

The majority of TikTok influencers in Russia have between 1K and 5K followers. Only 3.72% of influencers have over 100K followers, they can collaborate with brands and get paid for advertising.

TikTok content in Russia

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

On average TikTok influencers in Russia have 215 videos uploaded into their feed. It is 17.3% lower then the global average uploaded number of videos, which is 260.

In Russia only 11.32% 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 Russia

Core TikTok audiences in Russia are female between 13 and 24 years old (51.37%).

There is also a large number of users between 13 and 17 years old (37.19%).

Engagement Rate of TikTok Influencers in Russia

Average Engagement Rate Worldwide is 15.86% and Average Engagement Rate in Russia is 15.65%.

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 Russia is almost the same as the worldwide average.

Top 10 TikTok influencers in Russia

1. @dina
Number of followers: 13M
Number of likes: 431.8M
ER: 17.6%

@dina

Какой образ вам больше всего понравился? 😍🤓

♬ FENDI – RAKHIM

2. @salavat.fidai
Number of followers: 9.4M
Number of likes: 188M
ER: 23.7%

3. @rahimabram
Number of followers: 8.2M
Number of likes: 119.4M
ER: 18.4%

4. @karinakross
Number of followers: 7.1M
Number of likes: 214.4M
ER: 21%

@karinakross

А вы как думаете ?🤣👌🏼

♬ оригинальный звук – karinakross

5. @twins.verz.parodies
Number of followers: 6.6M
Number of likes: 154.4M
ER: 12.2%

6. @maksbraun
Number of followers: 6.4M
Number of likes: 140.6M
ER: 21.6%

7. @danya_milokhin
Number of followers: 6.2M
Number of likes: 301.3M
ER: 20.4%

8. @karna.val
Number of followers: 6M
Number of likes: 230M
ER: 17.4%

9. @egorkreed
Number of followers: 5.9M
Number of likes: 60.1M
ER: 14.7%

@egorkreed

С др меня получается 🤑😍🔥💥🎈🧸

♬ оригинальный звук – egorkreed

10. @diana_aster
Number of followers: 5.9M
Number of likes: 132M
ER: 21.8%

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.