This week there has been a lot of focus on two things:

  1. The former MAGA president’s impending indictment and
  2. What will happen with TikTok.

I can’t control the outcomes in either case, so there’s no point in worrying. But the uncertainty around TikTok reminded me of this: you’ve gotta fish where the fish are.

When my friend Finale dragged me over to TikTok last year she understood what I did not: that I needed to be fishing there if I wanted to catch anything. Because TikTok is where my audience lives.

Consider these TikTok statistics:

  • As of January 2023 there are 113 million unique TikTok users in the U.S.
  • The average user spends 95 minutes per day on the app.
  • More GenZers use TikTok than Instagram.
  • 40% of TikTok users aren’t on Facebook.
  • 54% of TikTok users are women.
  • With an average engagement rate of 4.25%, TikTok is the most engaging social media platform. By far. Instagram is in second place with .60%.

I’m grateful to Finale for setting me straight. Here’s a TikTok I did talking about the experience.


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