Measuring the Number of Jobs that benefit from US Businesses using TikTok

We have published a new report measuring the number of US jobs benefitted by TikTok. This builds upon a 2024 report which estimated the economic contribution of SMBs using TikTok

Starting in November 2024, Oxford Economics carried out a study to estimate how many people working in US businesses using TikTok directly engaged with or indirectly benefited from the platform. For this study, we conducted a survey of 1,000 businesses that use TikTok, which we combined with TikTok’s proprietary data on the number of accounts they categorize as “business accounts” by state, as well as business population estimates from the US Census Bureau.

We present the following estimates:

• The number of people employed in businesses which have TikTok business accounts (28 million).
• The number of people in US businesses using TikTok who directly engage with TikTok, e.g., by creating content or managing the account. (3.1 million).
• The number of employees in US businesses using TikTok who indirectly benefit from the app. This might include, for example, the sales department using the account for lead generation, the marketing team using it for customer engagement, or the product team examining user feedback, etc. (1.6 million).
• Combining people who directly engage with the app on a regular basis and those who indirectly benefit from it gives 4.7 million jobs in the United States that benefit from TikTok business accounts in 2024.