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New Report Looks at Social Media Usage Trends Over the Past Decade, and Where Things are Now Headed

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new report looks at social media usage trends over the past decade and where things are now headed

If you want to understand the latest social media platform updates, and maximize your own efforts in social media marketing, it’s worth taking a broader view of consumption trends, and considering how people are looking to use social apps to connect, in various ways, over time.

By understanding such trends, you can get a clearer idea of what people want to see from your brand – which is where app analytics platform App Annie’s latest report comes in.

App Annie’s ‘Evolution of Social Apps’ report looks at how social media usage trends have evolved over the last decade, highlighting the rise of live-streaming, the increasing focus on social commerce, the growth of TikTok and Snapchat, and more.

The report is key reading for those looking to maintain a handle on key shifts, and what’s driving the latest platform updates. You can download the full report here, but in this post, we’ll take a look at some of the key notes of interest.

Probably the biggest highlight of the report is the rise in consumer spending within social apps, with cumulative spend already at $3.2 billion in the first half of 2021 – up 50% year-over-year.

App Annie social app spend chart

As you can see in this chart, the broader adoption of social media apps in Asian markets – particularly India – has pushed in-app spending to new heights, with App Annie projecting that, for the full year, in-app spend will hit $6.78b this year.

That’s expected to continue to rise at an annual growth rate of around 29% moving forward, which App Annie projects will see social app spending reach a massive $78 billion by 2025.

If you were wondering why every app is looking to move into in-stream commerce, this is it. The data points to significant opportunity for those platforms that can expand user engagement into direct spending and shopping behaviors, facilitating new revenue potential for the platforms, and new opportunities for brands.

If you’ve not considered plugging your product catalog into Facebook or Instagram Shops, or you’re not tracking TikTok’s evolving eCommerce plans, it may be time to pay attention (you can sign up to our newsletter right here).

The report also looks at how, exactly, users are looking to spend in social apps, with live-stream creators leading the way in many respects.

App Annie social app usage chart

As per the report:

Total time spent in the top 5 social apps with an emphasis on live streaming are set to surpass half a trillion hours on Android phones alone, outside of China in 2021, a 3-year compound annual growth rate of 25% compared to 15% for chat and photo & video apps”

Which is an interesting shift – between 2014 and 2018, the focus moved away from social media platforms, and public broadcasting of your thoughts and opinions, and towards messaging and private groups instead, with Facebook, in particular, making a big push on groups as a means to maximize its in-app engagement.

Now, it seems that live-streaming is gaining traction once again. Which, of course, has been amplified by the pandemic, with live-streaming often providing the best replacement social outlet for those in lockdown. But even with that being the case, it does indeed seem that live-streaming is having a moment. And when you consider the extension of that being VR connection and socializing in digital worlds (i.e. the Metaverse), it seems likely that this trend will hold, even as we move into the post-COVID environment.

But it’s not just viewing live-streams, it’s spending in broadcasts as well:

Social apps that offer live-streaming as a prominent feature account for $3 of every $4 spent in top 25 social apps in H1 2021.”

A large element of this growth has been virtual “gifting”, with content creators in Asia, in particular, generating big dollars from in-stream virtual gifts, which essentially act as donations to the creators, subsidizing their output.

Facebook, YouTube and TikTok have all created their own variations of the same, and while the trend doesn’t seem to have caught on in western regions with the same veracity as their Asian counterparts, the data again points to significant opportunity, with live-streams providing a sense of immediate connection, helping to build community and facilitate direct transactions in-stream.

Indeed, Facebook is now trialing shopping live-streams in its main app, and on Instagram as well, while TikTok has also hosted a range of live-stream shopping collaborations with big brands and platform stars.

TikTok live-stream shopping

Whether that becomes a bigger trend in western markets remains to be seen, but the opportunity is there, and as noted, it does also align with broader usage shifts.

The report also looks at the growth of TikTok, which, according to App Annie’s data, has now surpassed YouTube in both the US and the UK in terms of average monthly time spent in-app, per user.

App Annie social media usage trends report - TikTok versus YouTube usage over time

TikTok’s growth has been amazing to witness, and it’s now hard to see it not converting that popularity into a sustainable business, both for TikTok itself and for its top stars. The main risk for TikTok remains effective monetization, with short-form video offering less potential for ads, and thus, lower income potential for creators. In this sense, YouTube and Facebook can offer better revenue opportunities, but TikTok is working to establish more direct linkage between brands and creators, while it’s also experimenting with longer form videos to facilitate more ad opportunities.

There is also the ever-present risk that the US Government, and potentially others, could move to ban TikTok due to its Chinese Government links. That element has gone quiet of late, but it’s a lingering concern among security analysts, and could still become a major impediment for the app, if it were to brought to a head once again.

For this reason, it also seems likely that top creators will be looking to keep their options open, rather than relying on the app – which, in itself could also be an impediment to TikTok maximizing its growth potential.

Either way, from a general usage standpoint, TikTok is clearly a big winner, and it continues to gain traction in the social space.

Which is also reflected in this chart, looking at app download rankings over the past decade.

App Annie social app downloads 2012 to 2021

Facebook’s dominance is absolutely clear, but it’s also interesting to note the other trends, like the rise of TikTok, the fall of Twitter and the resurgence of Snapchat.

Which is another element highlighted in the report – according to App Annie’s data, Snapchat’s overseas downloads have grown by 45% in the last 12 months, in comparison to the 2 years prior.

App Annie Snapchat downloads chart

That can largely be attributed to India, where Snapchat has seen huge take-up since launching its updated Android version back in 2019. Earlier this year, Snapchat reported that it’s seen 150% growth in active users in the region.

Snapchat usage in India stats

Which is really where most social apps are now looking – with Indian smartphone adoption rising, the opportunity exists to connect with billions more users, and the apps that can gain the most traction in India stand to see huge benefit, especially in regard to in-app purchases and revenue potential.

So in many respects, the latest features and updates you’re seeing aren’t even focused on you. Live-stream commerce, in-app shopping and other additions are really aimed at the Asian market, where there’s much larger growth potential for social apps than in western regions, where adoption is already high, and spending is not increasing at the same rates.

So even if you don’t think that these new elements will work out, maybe they will in other regions, and if they see adoption in the US and Europe as well, that’s just a bonus.

As such, if you really want to gauge where things are headed in the social media landscape, and what the platforms will be looking to focus on in future, it may be worth looking to Asian adoption trends instead, or considering what’s gaining traction in China, within its own web bubble.

And what’s gaining traction in China right now? Live-stream commerce and Douyin, the local version of TikTok.

It’s not hard to see either of these elements becoming much bigger considerations in western markets as well.

You can download App Annie’s ‘Evolution of Social Media’ report here.

Socialmediatoday.com

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Elon Musk reinstates far-right conspiracy theorist Alex Jones on X

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Conspiracy theorist Alex Jones has been reinstated on X, formerly known as Twitter, by company owner Elon Musk

Conspiracy theorist Alex Jones has been reinstated on X, formerly known as Twitter, by company owner Elon Musk – Copyright GETTY IMAGES NORTH AMERICA/AFP/File Joe Buglewicz

Elon Musk, the billionaire owner of X, on Sunday reinstated far-right conspiracy theorist Alex Jones on the social media platform, a year after vowing never to let him return.

Jones, who claimed that a December 2012 school shooting in Newtown, Connecticut that killed 20 children and six educators was a hoax, was banned from the platform — then still known as Twitter — in 2018 for violating its “abusive behavior policy.”

He was also sued by families of the victims of the Sandy Hook school shooting and ordered by a judge in the case to pay up more than a billion dollars in damages last year.

Musk had himself promised never to let the Infowars host back on the social media platform, which he bought last year for $44 billion.

But following a poll Musk conducted on X asking whether Jones should be reinstated, to which some two million users responded, he flipped that decision.

“I vehemently disagree with what he said about Sandy Hook, but are we a platform that believes in freedom of speech or are we not?” the SpaceX founder said on X.

But Shannon Watts, founder of the group Moms Demand Action group which pushes for tighter gun laws, said that “defamation is not free speech.”

Musk’s decision comes the same week that the Sandy Hook families commemorate the 11th anniversary of the December 14 shooting, which Jones alleged was staged to allow the government to crack down on gun rights.

Jones’ followers harassed the bereaved families for years, accusing parents of murdered children of being “crisis actors” whose children had never existed.

It also came a week after Musk had responded to advertisers pulling out of X because of far-right posts and hate speech, including an apparent endorsement by Musk himself of an anti-Semitic tweet.

Asked whether he would respond to the advertising exodus, Musk said in an interview with journalist Andrew Ross Sorkin that the advertisers could “go f*** yourself.”

Jones, who has a million followers on X, returned to the site with his first post re-tweeting Andrew Tate, the controversial former kickboxer facing rape and human trafficking charges in Romania, in which he hailed Jones’ “triumphant return”

US media reported that as of Sunday, the account of Jones’ controversial show Infowars was still banned.

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Instagram Launches New ‘Close Friends Only’ Podcast to Showcase Celebrity Users

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Instagram Launches New ‘Close Friends Only’ Podcast to Showcase Celebrity Users

Not sure if this will be a valuable addition, or another stream that’ll fade out pretty quick, as Meta stops paying attention to it.

Today, Instagram has launched a new podcast called “Close Friends Only”, which it says will present “the latest on culture – from memes and icks, to fashion and friendship – all from your favorite celebrities.

And they’ve gone big out of the gate, with the first episode featuring Ice Spice in conversation with Doja Cat.

The conversation sees the two stars discuss their favorite memes, their favorite animals, celebrity crushes, experiences in flirting on IG, their juiciest DMs, and more.

Which will no doubt get a heap of attention, and will help make Instagram a bigger focus for youngsters seeking to replicate their idols. But in terms of practical advice or tips, yeah, there might not be a heap there.

But it could be worth tuning in anyway, in order to get the lowdown on the latest trends, from some of the people that are leading the way on cultural shifts.

But then again, as noted, it’ll be interesting to see how IG follows this first episode up, and whether they keep running regular episodes of the podcast with more celebrities.

Either way, it’s an interesting promotional vehicle for IG, especially given that it’s focusing on musicians, as TikTok becomes an even more critical platform for music promotion.

Maybe, then, this will be Instagram’s counter to that, but again, we’ll have to wait and see whether more episodes arrive.

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Who is HRH Collection founder and YouTuber, Alexandra Peirce?

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Who is HRH Collection founder and YouTuber, Alexandra Peirce?

ALEXANDRA Peirce proves there’s no such thing as bad publicity, garnering more fans and subscribers every time she posts one of her infamous video rants.

Peirce, known better by her social media pseudonym HRH Collection, has been an internet mainstay for years, and her fame only continues to grow after sharing more of her contentious takes online.

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HRH Collection founder and YouTuber, Alexandra Peirce, poses for a photo on her Instagram showcasing pieces from her jewelry lineCredit: Instagram/ therealhrhcollection

Who is Alexandra Peirce?

Alexandra Peirce is a social media personality, influencer, and jewelry designer.

Peirce was born on May 13, 1984, in the US.

She currently resides near Los Angeles, California.

Before launching her famous YouTube channel, Peirce graduated from college in 2007 with a degree in political science.

In 2009, she earned a master’s degree in international business.

While in graduate school, Peirce studied abroad in Shanghai, China, where she says she “fell in love with all things Asian.”

Peirce returned to the US during the peak of the 2008 economic recession, forcing her to move in with her parents.

Despite applying for countless jobs, she couldn’t land a position, leading her to create her YouTube channel.

Peirce post her first video, a “What’s in my bag” vlog where she walked viewers through everyday items she carried in her purse.

Peirce kept the channel going even after landing a job in accounting, posting videos and designing jewelry pieces during lunch breaks and after hours.

Fueled by her growing subscriber count, her design hobby would eventually turn into a full-fledged company, HRH Collection.

While Peirce now runs her jewelry line full-time, she is even better known on the internet for her viral videos, which typically show Peirce sitting in her car, ranting about anything from current events and pop culture trends to hairstyles and holidays.

Her videos are often cut up and reposted on TikTok, where select sound clips go viral.

Some of Peirce’s most well-known tirades include her take on beachy waves – “it’s not the vibe, stop!” – and her controversial views on Women’s Day – ““I think it’s stupid. I really do.”

Nevertheless, Peirce has amassed a legion of hardcore fans and haters who can’t help but watch her scream and shout her opinion on just about everything.

Peirce’s controversial videos (and views) have been compared to other un-cancellable influencers, like Trisha Paytas and Theo Von.

Who else could get away with yelling: “Shut up! Stop being fat! Stop being ugly!” at her viewers, who keep coming back for more?

It seems like no matter what she posts, or how many people disagree with her, viewers can’t help but leave her videos wanting more.

One TikTok user commented: “This woman is actually problematic but my brain is itched by the way she complains because it’s exactly how I think when I’m annoyed.”

Despite – or maybe because of – the controversies, Peirce has continued to grow her social media following.

Her Instagram account boasts 118,000 followers, despite several of her past accounts being banned or deleted.

Peirce’s X account is currently suspended, but that hasn’t stopped the internet icon from sharing her views online.

Her YouTube channel, which hosts over 600 videos, has 449,000 subscribers.

The hashtag #hrhcollection has also garnered nearly 1 billion views on TikTok, from reposted videos to sound bites.

Peirce has also garnered fame via interviews with BuzzFeed News and Interview Magazine, and appeared on podcasts like The Spillover With Alex Clark.

What is HRH Collection?

HRH Collection is a jewelry line created by Alexandra Peirce.

Besides rings, earrings, necklaces, and bracelets, the website also sells bag chains, keychains, ankle socks, t-shirts, and a windbreaker.

On the company’s about page, Peirce explains that the e-commerce site “started as a hobby and has now grown into a company that I’m so proud to call my own.”

Peirce first designed “a Japanese style frosting cupcake ring and key fob,” sharing the pieces on her YouTube channel.

Viewers were interested in purchasing the items, leading Peirce to create La Lumiere, mixing chain metals with assorted crystals to create bracelets and necklaces.

Peirce wore her jewelry to work and showcased her pieces on her social media, leading to steady stream of customers and orders.

From there, Peirce launched an Etsy shop, juggling her full time job alongside designing new pieces and fulfilling online orders.

Peirce states that she is “so thankful” for everyone who helped her along the way, but also offers some practical advice for anyone who hopes to turn their hobby into a viable career, saying she was “strategic” in developing HRH.

She writes: “Many of you guys ask me if you should quit your jobs to pursue YouTube or your other hobbies.”

“To be completely honest, I do not think you should quit your job for any hobby, until you have grown your company into one that can reasonably replace your job – this is very important.”

HRH collection features hundreds of items, with most priced between $50 and $150.

Shoppers can also select items from “Alex’s Musts,” which includes products like a $190 sterling silver tennis necklace, a trio of mixed metal rings for $87, and $59 diet soda hoops, resembling soda can tops.

Consumers looking for unique pieces are in luck, as there is a limited amount of inventory available per item, with many pieces already sold out.

Alexandra Peirce poses with her husband, Jason Locke, and her dog, Ming, for a photo on Instagram

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Alexandra Peirce poses with her husband, Jason Locke, and her dog, Ming, for a photo on InstagramCredit: Instagram/ therealhrhcollection

Is Alexandra Peirce married?

Peirce came under fire from both her fans and haters after getting married on June 16, 2023, to her second husband, Jason Locke.

The influencer was mocked for her dress, venue, food, and overall wedding aesthetic.

She was also trolled on social media for live-streaming the event, charging users $25 to watch the party.

Peirce chose to wear a short, white, recycled Zara dress for the reception, while the groom chose to don a camouflaged Trump/Pence hat.

After a small ceremony at Bethania Lutheran Church, a reception was held in the parking lot of the Hitching Post, a BBQ joint in Buellton, California.

The eatery’s website says it is known for its wines and West Coast barbecue, and guests dined on veggies, garlic bread, and quesadillas, among other items.

Decorations were minimal, with few flowers adorning the white tent erected in the parking lot.

Each table did come with a cherry-scented ashtray candle, personalized with ‘Mr. & Mrs. Locke’ in a gothic font.

Peirce then changed into yoga pants before heading off to a local casino with her new beau and a few close friends, keeping the party going well into the morning hours.

Many users took to X to share their thoughts.

Some users called the wedding trashy, while others lamented the party’s seemingly low budget.

One user tweeted: “You had a trailer park wedding” along with a crying and skull emojis.

Another wrote: “how can hrh collection talk about anyone when her dress looks like it came out of a Zara clearance section?”

One influencer even branded the event as “the tackiest wedding ever.”

Peirce fought back, going after her online haters and critics in another one of her infamous video rants.

In a video titled Addressing The Devils, Peirce asks her viewers: “Do you think I didn’t know what my wedding was gonna be like? Like, I didn’t plan my wedding?”

“I don’t like big to-dos. I’m the least to-do person ever.”

She added: “B***h, I could fly to the f**king Maldives with every damn f**king person in my damn family and pay for everyone and not have it impact me at all, you f**king idiots.”

Peirce then stressed that her and Locke wanted to keep the wedding “casual and mellow.”

She said: “I did exactly what I wanted to do for my wedding and I would do it all exactly over again.”

Peirce ended the video by saying: “I’m happy, I’m in a really loving relationship. I basically have everything I want.”

“I have my own business, a beautiful house, I have a husband. I’m really happy right now and you guys are so vicious and mean.”

Then, in her signature fashion, she addressed her haters head-on, explaining: “I get it, because you’re miserable and ugly.”

“And you’re a loser, I understand. Life isn’t fair.”



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