[SMK] Social Media Knowledge


TikTok Overtakes Instagram

TikTok Monthly Usage Doubled In 2020

One of the most high profile social media product releases of 2020 was Instagram Reels, launched in an attempt from Instagram to sustain market share given the rise of TikTok.

However, according to recent reports, it doesn't appear to have done much good, as TikTok usage eclipses Instagram by a substantial margin in almost all key Western markets.

Data from App Annie's 2020 State of Mobile report indicates that the short-form video app is the most popular out there, in terms of monthly time spent, and continues its phenomenal rise over the past few years.

Theodore Krantz, chief executive, App Annie, via Campaign Live

"The world has forever changed. While people stay at home across the world, we saw mobile habits accelerate by three years."

TikTok isn't the only social app seeing time spent per month surge year-on-year. The unique conditions of 2020 proved beneficial to handheld entertainment, and as a result, markets across the globe have experienced dramatic increases in usage.

Take the below numbers from the US as an example:

  1. TikTok – 21.5 hours, up from 12.8
  2. Facebook – 17.7 hours, up from 15.5
  3. WhatsApp – 7.7 hours, up from 5.7
  4. Instagram – 7.5 hours, up from 7.1
  5. Facebook Messenger – 3 hours, up from 2.7

UK and Aus social app usage is different, but the broad themes remain the same. Alas, NZ data was not included in the study.

In Australia, Facebook is still the most popular app in terms of average time spent per user – with TikTok in second place. Instagram has slightly decreased its user hours, according to App Annie.

In the UK, TikTok is by far the most popular app in terms of average time spent per user, and every app has increased its usage.

TikTok Shreds The Competition

Australian TikTok users spent 7.8 hours per month on the app in 2019. Now they spend 16.8. Facebook still reigns supreme, with 18.2 hours per month.

UK users spend 19.9 hours on TikTok per month. In 2019 that number was 11. This smashes Facebook (16.6 from 14.4) and Instagram (8 from 7.5).

App Annie State of Mobile Report

"TikTok ranked in the top 5 by time spent and its average monthly time spent per user grew faster than nearly every other app analyzed, including 70% in the US and 80% in the UK — surpassing Facebook. TikTok is on track to hit 1.2 billion active users in 2021."

However, while TikTok tops daily usage, it doesn't have the most monthly active users (MAUs).

That prize belongs to a host of Facebook-owned apps such as Facebook, WhatsApp, Facebook Messenger and Instagram.

Those four platforms have the most MAU's in that order, while the top 10 is rounded out by Amazon, Twitter, Netflix, TikTok and Snapchat.

From a social commerce perspective, TikTok is looking pretty healthy in terms of consumer spending, too. Only Tinder can beat the short-form video platform on that metric.

Dramatic Increase In Mobile Adoption

Downloads of mobile apps increased 7% year-on-year in 2020, to a record 218 billion.

Mobile gaming continued to be popular throughout 2020. Casual games may have led the way for downloads (78%), but core games racked in 66% of consumers' spend and 55% of time spent.

Social interaction games were especially popular, which isn't much of a surprise considering the length of time people were forced to spend indoors. "Among Us" was a hit, and was the most downloaded game in markets such as the US, UK and Australia.

More Spend & Video Streaming In 2020

Consumer spending increased by 20% as it hit $143 billion. Markets such as China, the US, Japan, UK and South Korea led the charge.

Growth in eCommerce has been accelerated by the pandemic, which could really benefit Pinterest and Instagram. Both platforms have been quick to embrace social commerce and have seen global download growth of 20% and 50% year-on-year.

Similarly, 40% more hours were streamed in 2020 compared to 2019. This massive behaviour change could lead to advertisers thinking of new ways to get their products in front of customers who are video streaming their entertainment.

It's only natural that the King of streaming, YouTube, would be doing well with streaming up. Put bluntly; it had a brilliant year. Users spent 600% more time on YouTube than it's big rival, Netflix, according to App Annie.

YouTube has dominated the online video space, and look set to continue this trend as more fresh content is added to its platform. If you're thinking of online video advertising, YouTube is the way to go.

But we've been saying this for yonks, so you are probably doing this already. Hopefully.

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