SOCIAL
TikTok Continues to Lead the Download Charts in Q1, Sees Record In-App Spending
Despite every effort to steal its thunder, by replicating its features, and diluting the ‘uniqueness’ of the app, Meta just can’t seem to slow TikTok’s growth.
As per the latest app rankings data from Sensor Tower, TikTok was once again the most downloaded app in Q1 2022, beating out a phalanx of Meta-owned apps.
To be clear, Meta’s apps remain hugely popular, while the continued interest in Shopee highlights the expanding eCommerce market. But TikTok downloads are still rising, which would be a source of frustration for Meta’s team.
As you can see in the chart listings, CapCut, which is essentially a video editing tool for TikTok, also owned by ByteDance, has also held its place in the top downloads chart, following on from last quarter, which further underlines TikTok’s ongoing growth momentum. Which, again, would infuriate Zuck and Co. no end, because while they only ever seem to be talking about the metaverse these days, and looking towards the future of the web, at least part of that future focus has come about because it’s losing the present battle, with Facebook user numbers slowing and Instagram not providing an official update on its user count for years.
What’s more, a look at the consumer spend chart further highlights TikTok’s strength.
An important proviso here is that TikTok’s numbers also include consumer spend on Douyin, the Chinese version of TikTok, which contributes around 60% of its overall revenue. But even with that in mind, TikTok had a record quarter for in-app spending, reaching $840 million in Q1, as per insights from data.ai.
Importantly, data.ai also notes that US spending in TikTok increased 125% quarter-over-quarter, showing that US users are indeed looking to spend more in the app, a positive sign for its evolving eCommerce plans. That could present significant opportunities, which would make TikTok an even bigger problem for Meta, at least in a competitive spend sense.
It’s difficult to predict, then, how the social commerce race plays out, with Meta also looking to make in-app spending a bigger element of both Facebook and Instagram.
Just this week, Instagram took another step towards leaning into product tags as a bigger revenue consideration for creators, by removing in-stream video ads as a placement option. The eventual progression will likely see Instagram make a bigger push to encourage more in-stream product discovery and purchase activity, which again seems like a move designed to blunt TikTok’s momentum in the same space.
But TikTok just keeps growing. As per data.ai:
“We forecast that TikTok would surpass the 1.5 billion MAU milestone in 2022, and after just 1 quarter in 2022, TikTok has indeed shattered that prediction. Not only does TikTok have a growing user base, the app has fostered deep engagement – with global users outside of China spending 19.6 hours per month on average in the app during 2021.”
TikTok’s growth is unprecedented, and its addictive ‘For You’ feed just keeps drawing more and more people in. It’s already one of the biggest social media apps in the world, and it looks set to become the clear second leading platform by the end of the year, as per App Annie’s prediction.
For clarity, Instagram is rumored to have around 2 billion total users at present, as per recent reportage, but Instagram and Meta have not officially confirmed this stat. That means TikTok could possibly have already surpassed Instagram usage, and is now inching slowly closer to Facebook itself.
Now you know why Meta’s so keen on looking towards the next digital plain.
It’s amazing to consider how significant TikTok has become, as it continues to expand into new markets. There are still concerns around its Chinese ownership, and the potential obligations that it has in regards to sharing user data with the CCP. That remains a key risk for the platform, especially as China takes a more aggressive stance on world issues. But all the signs suggest that TikTok is the platform of the moment, and where more and more people are spending more and more of their time.
The only other key challenge is effective monetization, and ensuring that TikTok stars get adequately paid for their efforts. That’s where eCommerce comes in, but it remains to be seen whether TikTok can translate its eCommerce and subscription type tools into an effective monetization pathway, comparable to YouTube and Facebook.
There is still a chance it could lose out on this front, but right now, TikTok remains the focal point for the current generation of web users.
You can check out Sensor Tower’s Q1 apps update here and data.ai’s latest TikTok performance update 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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