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TikTok Shares New Insights into Key Engagement and Retention Behaviors in the App [Infographic]

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TikTok Shares New Insights into Key Engagement and Retention Behaviors in the App [Infographic]

There’s no doubting TikTok’s hold on audience attention, with an entire generation of consumers now spending hours each day scrolling through the app’s addictive ‘For You’ feed.

That’s led to entirely new habitual consumption behaviors, which has forced virtually every other app to add its own TikTok-like features in order to keep up. Because it’s not just a new app, the rapid speed of TikTok’s short clips, along with its finely tuned algorithm, has changed user attention spans, which means that if you’re not aligning with this shift, you’ll eventually lose out.

TikTok acknowledges this in its latest consumption trend report, noting that:

In the past, audience attention was predictable, with scheduled television programs making it easy for advertisers to gauge prime times to capture consumers’ focus. Now, technological advances have made heaps of information available at any time and in any part of the world, and keeping up with consumers’ always-on digital presence presents a daunting challenge.

The solution, TikTok says, is short-form video, delivered via its app, where engagement is strong.

Our users are uniquely plugged into the TikTok experience, with 46% engaging with content on TikTok without distractions or multi-screening. The platform offers up endless discovery of new voices and ideas, a diverse community that embraces vulnerability, and a highly-inclusive culture of influence that is causing users to spend less time on other platforms.”

Indeed, TikTok also notes that 35% of its users have indicated that they are spending less time watching TV or video content since joining TikTok.

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For marketers, going where attention is focused is the key, and based on these insights, TikTok is currently that place, for many, many users.

To glean more insight on this, TikTok has shared some new stats and notes on usage trends, and just how engaging its never-ending feed to short video clips is.

Some key considerations for your strategy – and your holiday planning.

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These are the social media platforms we most want a detox from

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Instagram

Photo by Solen Feyissa / Unsplash

Many people like social media, others find it addictive but they are not necessarily enjoying the experience when they are using it. In this category there are some people who would welcome a detox, even if this is only partial. Digital detox refers to a period of time when a person voluntarily refrains from using digital devices such as smartphones, computers, and social media platforms. A digital detox can provide relief from the pressure of constant connection to electronic devices.

Looking at the U.K., a new survey finds that the majority want to delete their Instagram account ahead of any other. 

This finding comes from the company VPNOverview.com and the results have been shared with Digital Journal. For the research, VPNOverview analysed the number of monthly Google searches in the U.K. for terms related to deleting accounts to see what platforms people want a detox from. 

This process found that media sharing social network Instagram was the platform people wanted to delete themselves from the most, with more than 321,000 searches a month from users wishing to do so. Recently, Instagram came under fire and was accused of copying other competing platforms like TikTok after big changes were made to the app, with some of these changes now being reversed. 

Facebook takes second place, with more than 82,000 searches a month in the U.K. At the end of 2021, Facebook saw its first-ever decline in the number of daily users using the platform and a 1% decline in revenue in the last quarter of 2022. 

With more than 73,000 searches a month for information on deleting accounts, Snapchat takes third place. In July of 2022, Snap, Snapchat’s parent company, announced that they would be debuting Snapchat for Web, the first ever web version of the app since its initial release in 2011. 

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Plenty of Fish takes fifth place, with more than 23,000 searches around deleting accounts made every month in the UK. It’s the only dating app in the top ten, with Tinder narrowly missing out in 12th place with 8,500 searches. 

            Rank          Platform          Monthly searches to delete account 
        1      Instagram      321,000 
        2      Facebook      82,000 
        3      Snapchat      73,000 
        4      Google      50,000 
        5      Plenty of Fish      23,000 
        6      Twitter      18,000 
        7      Reddit      14,000 
        8      Amazon      13,000 
        9      Kik      12,000 
        10      TikTok      8,800 

Also featuring on the table is online marketplace Amazon, which comes in eighth place on the list, with 13,000 searches from people wanting to delete their accounts every month. Amazon recently announced that it was increasing the cost of its Amazon Prime service by £1 a month in the U.K., with annual memberships shooting up from £79 to £95. 

Commenting on the findings, a spokesperson from VPNOverview tells Digital Journal: “It’s interesting to see the contrast of platforms on the list, and how it’s not just social media that people want a cleanse from following controversies around privacy and data collection. Platforms offering subscription services like Amazon are also taking a hit, with the rising cost of living meaning many Brits are having to cut corners on things they use every day.”  

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