Tik Tok in Switzerland, a must-see.

February 19, 2023

Tik Tok now occupies sixth place vis-à-vis the main social media with 33.3% of users in Switzerland, aged between 16 and 64, just behind LinkedIn (33.6%), Facebook Messenger (45.9%), Instagram (62.7%), Facebook (66.2%) and leader WhatsApp (83.1%), according to GWI.com Q3 2022. A feat or the next logical step?

A logical follow-up

Indeed, the advent of instant, fun, playful video is in full swing. It's probably an understatement to say that generations Z (born between 1997 and 2010) and Alpha (2010 to 2025) are literally immersed in this type of content; other content seems futile and meaningless to these generations. In Switzerland, advertisers can potentially reach 2.06 million people over 18 on Tik Tok, or 23.4% of the national population, according to the Digital Switzerland 2023 report on datareportal.com.

Top Swiss users: under 24s

According to Tik Tok's Audience Insights analyzed on February 19, 2023, Switzerland now has 40.02% of 18-24 year-olds on Tik Tok, 26.66% of 25-34 year-olds, 16.19% of 35-44 year-olds, 10.71% of 45-54 year-olds and 6.42% of 55+ year-olds. Tik Tok does not provide information on the 13-17 age group. The platform is currently predominantly female, with 51.02%. 68.07% of Swiss users use iOS versus 31.30% Android. The majority use iOS 16.2 and Android 13.0 respectively.

The case of the cantons: Zurich top leader

Zurich is far ahead of the other cantons with 29.84% in terms of the number of users on the platform! Vaud is in second place with 12.97%, Berne with 11.11%, Aargau with 7.26% and Geneva in 5th place with 7.05%. 25 cantons are represented, with Obwalden in last place with 0.09%.

Using hashtags

To date, the main hashtags used by the Swiss population on Tik Tok are :

#superbowl 1.60m
#blackfriday 1.44m
#thanksgiving 1.38m
#newyears 1.20m
#motivation 1.15m
#gym 1.13m
#christmas 1.10m
#fitness 0.91m
#gymtok 0.87m
#baby 0.69m

These hashtags are globally present and used, which logically points to tik tokers' strong attraction to trends and movements that are often precisely globalized.

Areas of interest for ads

Here you will find the Top 5 interests in the Swiss advertising market:

Under News and Entertainment, we find Culture and Art with 59.05%. Under Games, the main theme is Educational with 51.59%! Under Beauty & Care, perfumes & colognes are in top position with 59.24%. Under Fashion & Accessories, women's clothing takes first place with 47.88%. Under Business Services, the following areas stand out in order: