What was banned in India. TikTok influencer ecosystem in India.

Nick Baklanov

Marketing specialist at HypeAuditor. Connect on Linkedin.

On 29 June India Government banned TikTok and 58 other mobile apps, saying they pose a “threat to sovereignty and integrity.”

Among social media apps that are popular in India, Tik Tok had huge popularity with 200 million users, and its ban is estimated to cause a loss of approximately 6 billion U.S. dollars.

ByteDance, the parent company of Tik Tok, had planned to invest 1 billion U.S. dollars in India and employs approximately 2,000 locals. The app is a source of livelihood for many users from divergent socioeconomic backgrounds.

HypeAuditor conducted brief research to find out how the Indian TikTok influencer ecosystem looked like.

For that research, we have analyzed 3.1 Million TikTok influencers from around the world and 241K influencers from India.

Key Findings

India is in second place after the USA by the number of TikTok influencers (accounts with over 1000 subscribers). 7.77% of TikTok influencers are from India.

12% of influencers had over 100K followers, they could collaborate with brands and get paid for advertising.

On average Indian TikTok influencers had over 423 videos uploaded into their feed.

In India 39.4% of accounts had over 500 media entries.

Core TikTok audience in India are male between 18 and 34 years old (58.9%).

Engagement Rate of Indian TikTok influencers was 6% higher than average worldwide Engagement rate

Distribution of TikTok influencers by Countries

India is another populous country whose youngsters are attracted to TikTok. There are now more than 200 million active users in India.

India is on the second place after the USA by the number of TikTok influencers (accounts with over 1000 subscribers). 7.77% of TikTok influencers are from India.

TikTok has a lot to lose in the world’s second-most populous country. India has been the biggest driver of new TikTok downloads, generating close to 660 million installs since its launch in 2017, according to analytics firm Sensor Tower.

Distribution of TikTok influencers by number of followers in India

The majority of Indian TikTok influencers had between 5K and 20K followers. 12% of influencers had over 100K followers, they could collaborate with brands and get paid for advertising.

TikTok content in India

For many TikTok influencers TikTok was not just a hobby but a potential source of income.They treat TikTok like a job. Post frequency and persistence are good indicators of this attitude.

On average Indian TikTok influencers had over 423 videos uploaded into their feed.

In India 39.4% of accounts had over 500 media entries. 

Their content received cumulative 261.9 Billion likes and 1 353 Billion views.

Audience of TikTok Influencers in India

Core TikTok audience in India are male between 18 and 34 years old (58.19%).

There is also a large number of users between 13 and 17 years old (20.11%).

Engagement Rate of TikTok Influencers in India

Average Engagement Rate Worldwide is 15.86% and Average Engagement Rate in India is 16.82%.

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 Indian influencers is 6% higher than the worldwide average . TikTok users in India were more engaged in influencers’ content.

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.