Is TikTok really the new LinkedIn?
According to the Economist TikTok is Gen Z's LinkedIn. A 2024 CNBC survey found 41% of Gen Z make career decisions from advice on the platform. And there's a host of anecdotes of viral videos turning into job offers.
So with 880,000+ videos on TikTok with the #corporatelife, TikTok’s prompted big changes in employer brand strategy.
But who's using the platform? We dug into the data to find out.
Does TikTok use change based on salary?
When we cut TikTok use by salary bracket, we see all demographics are floating around the 10% mark.
Those earning over £100K use TikTok the least, and the heaviest users are those earning £20 - 30K. But every group is within 3 percentage points of one another.
10.4%
% of time online the average worker spends on TikTok
7.4%
% of time online workers earning £100K+ spend on TikTok
10.4%
% of time online workers earning £20-30K spend on TikTok
10.4%
7.4%
10.4%
% of time online the average worker spends on TikTok
% of time online workers earning £100K+ spend on TikTok
% of time online workers earning £20-30K spend on TikTok
Does TikTok use change with geography?
When we compare TikTok use in different markets, we also don't see dramatic differences.
- United Kingdom ranks number 1, with TikTok making up 9.39% of time spent online
- United States comes in second, with 8.4% of the time spent online
- Canada is number 3, with 8.0% of time spent online
- And the EU is last - with 7.8% of time spent online being on TikTok
Does TikTok use change with age?
Unsuprisingly, we see dramatic variation with different age groups spending dramatically different amounts of time on TikTok.
It's news to no one that Gen Z spend more time on TikTok... although what is suprising is that TikTok still makes up a pretty significant 7.5% of the time over 40s spend online.
25.9%
Amount of time 18 - 25 year olds spend on TikTok
15.5%
Amount of time 26 - 40 year olds spend on TikTok
7.5%
Amount of time 40 - 60 year olds spend on TikTok
25.9%
15.5%
7.5%
Amount of time 18 - 25 year olds spend on TikTok
Amount of time 26 - 40 year olds spend on TikTok
Amount of time 40 - 60 year olds spend on TikTok
So which industries are on TikTok the most?
Some industries are far more active on TikTok, which is critical for targeted employer branding strategy:
- Retail Workers spend 19.25% of their online time on TikTok.
- Hospitality employees follow at 17.27%.
- Law enforcement is close behind at 17.26%
On the flip side - the least active industries are
- Technology workers - with just 8.55% of their time on TikTok.
- The Charity sector are second - with TikTok making up 9.97% of their time online
- Property workers come in third. TikTok makes up just 10.51% of their time online.
As for top roles on TikTok? No.1 (unsuprisingly) is marketers - followed by customer service and carers. The bottom three - software engineers, research and development and operations, supply chain or logistics workers.
So before you jump on the latest viral trend...
It may be worth checking if your target role is going to see it.
Get the data about where different roles, ages, demographics and more spend on time - and tailor your EB branding budget accordingly. Book a demo with Wisdom today.
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