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New Survey Underlines TikTok’s Rise Versus Instagram as the App of Choice Among Teen users

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new survey underlines tiktoks rise versus instagram as the app of choice among teen users

In case you needed another reminder, and in case you were wondering why Facebook’s so focused on winning back young users, a new survey from Forrester, incorporating responses from over 4,600 teenagers in the US, has found that TikTok has seen a 13-point year-over-year rise in weekly usage, while Instagram has declined 4 points in the same period.

Forrester youth social media usage report

As you can see in this graphic, according to Forrester’s Consumer Technographics US Youth Survey’, 63% of teens in the US indicated that they’re now using TikTok weekly, up from 50% last year, compared to 57% for Instagram (down from 61%).

The numbers underline TikTok’s rapid growth, and its popularity among younger audiences, which is an element that’s been freaking Facebook – now Meta – out for since late 2019, when TikTok suddenly became a real trend, and a real potential threat to its dominance in the market.

Meta’s usual approach to such challengers has been to first try to buy them out before they get too big, but that process was, at least in part, based on its controversial Onavo VPN monitoring program which helped it track key app trends as they rose. Meta was forced to shut down the Onavo tracking program in January 2019 due to its intrusive nature, which saw it essentially gathering data on app usage from many teens, and paying them a small fee for providing such access. Upon discovery of the program, Apple banned Onavo from the App Store for violating its policies, before Meta closed the program for good in response to a TechCrunch investigation.

That reduced Meta’s insight into rising trends, which seems to have left the company more vulnerable to competition from TikTok. Without its Onavo program monitoring trends among young users, TikTok’s saw major growth throughout 2019, with 44% of the app’s all-time downloads (at that time) coming within the period.

As a result, Meta then moved to phase two of its competitor mitigation playbook – replication – with the launch of Instagram Reels in Brazil in late 2019, before expanding the function selected European markets, then India in July 2020, just days after TikTok was banned in the region due to geopolitical tensions with China.

Instagram Reels

But as this new report from Forrester shows, along with various other studies, the arrival of Reels hasn’t slowed TikTok’s expansion, and while Facebook has also prodded US Government officials about security concerns related to the Chinese-owned app, and has since rolled out Reels on Facebook as well, none of its past measures to fend off competition have worked in the same way, as TikTok continues to steal away younger audiences, and relegate Instagram to the back seat.

In further examining these trends, Forrester found that users see TikTok as more ‘fun’ and ‘funny’, and a more positive experience overall than Instagram.

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Worth noting too, while it’s not listed on the above chart, YouTube remains the most used app among US teen users, with 72% of teens using YouTube weekly, as per Forrester’s stats.

That, in general, seems to be indicative of the broader trends among young audiences, with YouTube and TikTok now leading the way, in their own respective usage paths (though YouTube is also trying to eat into TikTok’s market share with ‘Shorts’), while Instagram and Facebook slip further back, with negative press around Facebook, and it’s appeal to older users, seemingly lessening its overall ‘cool factor’.

Which is a major concern for Meta, especially as it eyes its big metaverse shift. A key element of all tech trends is youth adoption, and getting younger, more tech-savvy, more trend-setting users on board, and if Meta continues to lose ground to competitors, that could make it harder to maximize adoption of its VR and AR tools. Because while Meta’s coming AR glasses might be functionally powerful, if people don’t see them as cool, they won’t use them.

How do we know this? Because Google Glass failed for the exact same reason. And while that was some time ago now, and Meta’s coming wearables are far more advanced, and functional, the same habitual behaviors remain.

Meta needs to maintain a hold on the youth to maximize its opportunities in the next stage. It could still win out, especially if it can establish itself as the essential support layer for the broader metaverse, and a host, of sorts, for other developers and platforms to build in the virtual space. But there are some big risks here if Instagram, in particular, continues to lose ground.

The question then is can Meta actually win back younger users, or is it already too late, with TikTok, YouTube and Snapchat all superseding its popularity, in various ways, among teen users?

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This will be a key element to watch in 2022, as Meta looks to really ramp up its youth offensive.

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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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.

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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.

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Catering to specific audience boosts your business, says accountant turned coach

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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.” 

“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.

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“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.

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Instagram Tests Live-Stream Games to Enhance Engagement

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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.

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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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