SOCIAL
Meta, TikTok Lead the Way in the Latest App Download Charts, While Snapchat Sees More Attention
TikTok continues to hold its place at the top of the download charts, and solidify its position as the trending app of the moment, while despite recent reports of its demise, Facebook is the most used social app, according to the latest stats from data.ai (formerly App Annie).
As per data.ai’s Q1 2022 Apps Index, Instagram and TikTok were the most downloaded apps in the early part of the new year, while TikTok lead the way in overall consumer spend.
It’s worth noting that the consumer spend data does incorporate Chinese users on iOS, and that’s where a significant portion of TikTok’s revenue comes from (around 57% of overall revenue according to some reports). But even so, it’s clear that TikTok’s popularity is holding – though Meta, of course, remains the dominant player in both downloads and active users.
But probably more interesting is the movement of apps outside of the bigger players.
As noted by data.ai:
“Snapchat moved from #7 to #5 in the download chart from the previous quarter […] Shopee, meanwhile, moved up from #10 in terms of downloads to #7. The Singapore-based mobile commerce company reported GAAP revenue of $5.1 billion for 2021, and ended the year active in 13 countries across Asia, South-America and Europe.”
Shopee, which facilitates eCommerce, has been on the rise for some time, and saw a big boost throughout the pandemic, while Snapchat has been able to maintain its presence, largely due to its focus on private communication between friends.
Many younger users have come to rely on Snapchat as a key messaging platform for their more private discussions – you talk to relatives and general connections in, say, Messenger or WhatsApp, but keep Snap for other chats.
The enduring popularity of Snapchat, despite rising competition, bodes well for its future, especially as it looks to get in on the coming AR wearables wave.
Another element of data.ai’s report looks at overall consumer spend, which reached a new high for a first quarter period.
“Overall, we forecast consumer spend on apps to have grown over 40% in two years, with the total for iOS up nearly 42% from Q1 2020, and 44% up for Google Play.”
data.ai also notes that iOS accounts for 65% of the $33 billion app store spend globally, which is consistent with the previous five quarters. Android remains the most popular OS, especially in developing regions, but iOS users spend more – which is not surprising when measured on demographic balance.
There are some interesting trends – nothing hugely unexpected, but worth noting either way.
You can download data.ai’s full Q1 app performance report here.
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SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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