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New Report Predicts That TikTok Will Surpass One Billion Users in 2021



What does the future hold for TikTok under a Joe Biden-lead White House?

According to app analytics provider App Annie, big things – in its predictions for 2021, App Annie says that TikTok will exceed one billion users over the course of the next year.

TikTok growth projection

As per App Annie:

“TikTok has seen sharp growth in active users by amassing a sizable global footprint in 2020 — nearly tripling in size since 2018. In 2021, we expect TikTok to not only achieve a coveted spot in the 1 Billion monthly active users club, but to sail straight past to 1.2 billion.”

App Annie also notes that TikTok saw the second-highest consumer spend among non-gaming apps in Q3 2020, which underlines its earnings potential.

“Whilst TikTok monetizes through ads, it also allows users to transact in the app through sales of virtual gifts used for tipping streamers.”

That, seemingly, puts TikTok in a strong position heading into the new year – but it does, of course, assume that TikTok will still be operational in the US, which, technically, is still in question.

I say technically, because thus far, TikTok has avoided any penalties scheduled to be imposed on it as part of the Trump Administration’s Executive Order issued back in August, which ruled that TikTok needed to be sold to a US-owned business or it would be banned in the US completely. But it’s not totally free of any impacts just yet.

At last check, the Pennsylvania District Court had ruled against the proposed ban on TikTok after a group of prominent TikTok users sought an injunction, arguing that banning the app would impact their livelihoods. The court agreed, which essentially suspended the final element of the EO, meaning that TikTok could continue on, as normal, in the US, with no impacts, regardless of whether it ends up being sold to Oracle/Walmart or not.


But that ruling, and all others, are subject to appeal by the US Government, if it so chooses to enforce the original order. Some had suggested that the Trump administration would be seeking to push harder for a TikTok ban if it won the election, as the public perception that TikTok has successfully avoided a ban could look bad for its authority. But with Joe Biden now the President-elect, that changes things significantly.

According to reports, a Biden administration is likely to take a less critical stance on TikTok and the concerns around its ownership.

As per The Denver Post

“Robert Atkinson, the president of the Information Technology and Innovation Foundation, which is funded by U.S. tech companies, said the TikTok ban was “much more of a Trump issue” that Biden might drop.”

Indeed, additional reports have suggested that the proposed Oracle-lead deal for TikTok is likely to come under heavy scrutiny by the Biden Administration, and is unlikely to be approved. Which would mean that TikTok would come out of the process unharmed – not totally free of impacts, as it did lose a CEO in the scuffle with the Trump Admin. But from a practical standpoint, it would remain available, utilizing the same systems, the same algorithms. TikTok, as users know it, would be exactly the same, if these projections are correct.

That could mean that it’s time for brands to get on-board. If TikTok is set to join the billion-user club, that will present significant opportunities, and with the platform adding in more eCommerce tools and other options, it could present significant value as a brand promotion vehicle.

Some will remain hesitant, and the current legal challenges by the Trump Admin will need to play out before there’s any concrete path forward for the app. But it seems like TikTok could be the place to be – as based on this analysis, many, many more users will be flocking to the app.



Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging



Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

Messaging has become an increasingly important connective tool for many businesses and consumers, with more than 20 billion messages now sent between people and brands on Messenger alone every month. It’s convenient, generally sees quick response, and is available within the apps that people are already comfortable with for their direct interactions. In fact, 64% of people now say they would prefer to message rather than call a business.

With this in mind, Meta recently partnered with the Boston Consulting Group on a survey of more than 6,500 respondents across the APAC region, in order to glean more insight into how APAC users are looking to use messaging for brand queries, and how businesses can better align with these shifts.

The 29-page report, which you can download here, includes a range of valuable insights into the importance, and value, of messaging interactions. Here’s a look at some of the key notes:

First off, the report looks at the growing adoption of business messaging, and how that’s changed throughout the pandemic.

The global lockdowns led to a significant boost in eCommerce activity, and as such, it’s little surprise to see the reliance on business messaging rise in recent years. But that’s also a key trend of note for brands – as more consumers conduct more of their interactions via messaging, and other online means, that, in turn, increases their expectation of the same options from other businesses.

The report also provides a somewhat surprising look at how often people are messaging with brands:

Meta messaging report

That’s a lot of activity, which seems more impactful than the raw numbers, in terms of messaging volume. A lot of consumers are interacting with brands every other day, so it’s not just that they’re using this as a supplementary connection channel, it’s fast becoming an essential connector for businesses.

The report also looks at the different ways in which brands can use messaging within their process:

Meta messaging report
Meta messaging report

As well as the key pain points for consumers when messaging with brands:

Meta messaging report

There are some interesting insights here, worth factoring into your planning. Really, if you’re not offering direct messaging as a connective option, or optimizing for it, you’re likely missing out. And while this data is APAC specific, most of these trends would likely hold in other regions as well, which could give you some food for thought for your planning, particularly as we head into the holiday sales push.

You can download Meta’s full ‘Business Messaging: The Quiet Channel Revolution across Tech’ report here.

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