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TikTok Becomes the First Non-Facebook Owned App to Reach 3 Billion Installs

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tiktok becomes the first non facebook owned app to reach 3 billion installs

Despite the launches of various competing apps and functions, and a rising push to steal away its top stars, TikTok continues to grow, with new stats from Sensor Tower underlining the app’s enduring popularity, and resilience, as it takes on the bigger players.

According to Sensor Tower, TikTok, when you also include the Chinese version of the app called ‘Douyin’, has now surpassed 3 billion total installs globally – becoming the first non-Facebook app to reach that mark – while it also continues to see strong growth momentum in 2021.

TikTok downloads by quarter

As per Sensor Tower:

TikTok was the most downloaded and highest-grossing non-game app globally in the first half of 2021, reaching nearly 383 million first-time installs and an estimated $919.2 million in consumer spending. Although new downloads of the app were down 38 percent year-over-year from nearly 619 million in 1H 2020 – a decline partially attributable to its removal from India’s app stores – consumer spending in TikTok was up 73 percent from $530.2 million in the year-ago period.”

Which is a key point for TikTok’s future growth, because while user growth is essential, being able to convert that captive audience into actual revenue is the real indicator of business success.

More spending will also help TikTok maintain its growth, because as noted, both Facebook and YouTube, recognizing the significant threat that TikTok now poses, have been working to improve their creator monetization tools, in an effort to lure popular stars across to their platforms, offering both bigger reach and income potential for their efforts.

TikTok needs to be able to provide comparative value for creators in order to keep up, and while size remains in favor of the bigger players (for now), its the real money side of the equation that could still sink TikTok, if it can’t find ways to match up, and its most popular stars do end up migrating to greener pastures, taking their audiences with them.

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That’s what happened to Vine, which had no effective monetization process, which is why TikTok is doing all that it can to improve its eCommmerce tools, and facilitate more brand/creator partnerships.

But it remains an uphill battle. Snapchat went direct for this element with its TikTok-like Spotlight offering, shelling out $1 million a day to the best Spotlight clips (which it’s since reduced to millions per month‘ instead). Just today, Facebook announced a new $1 billion dollar creator fund to add more incentive within its apps.

TikTok can’t spend at the same rate Facebook can, but the true key lies in building a sustainable creator ecosystem, which it’s hoping to establish with these elements.

Again, the spend data from Sensor Tower is a good sign on this front, showing that users are willing to make transactions in-app.

“In Q2 2021, TikTok saw its greatest quarter-over-quarter growth in consumer spending since Q2 2020, climbing 39 percent to $534.6 million from $384.7 million in the previous quarter. TikTok’s adoption has also accelerated in 2021, as first-time downloads climbed 2 percent Q/Q to 177.5 million in Q1 2021, and surged 16 percent Q/Q to 205.4 million Q2 2021, the most growth the app has seen since its record-breaking Q1 2020 when it accumulated more than 315 million installs, the most any app has seen in a single quarter.”

TikTok spending growth

It’s amazing to consider the growth of the app – particularly when you take into account that it also lost its second-biggest user market in the middle of last year (in India), which should really have caused more of a bump in its stats. 

But TikTok keeps on going, and keeps on building momentum. Which has Facebook and YouTube spooked (and likely whispering in the ears of people in Washington about the threat posed by Chinese-owned apps), and given the charts above, it’s easy to see why. TikTok, particularly with its hold on younger audiences, now has the potential to become the key app, much like Facebook rolled over MySpace in the early 00s.  

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It may not be at that level just yet, but Facebook knows all too well that getting a foothold with the youngsters is the way to market dominance.

Facebook is no longer in that seat, and Instagram isn’t either. 

And just like Facebook, you can’t overlook the potential of what that may mean in the broader scheme. 

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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