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TikTok Leads the Way in App Annie’s 2021 App Performance Report

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tiktok leads the way in app annies 2021 app performance report

App Annie has published its annual review of the top performing apps by downloads and revenue, which once again underlines the dominance of TikTok, and the influence that it’s having in broader social media space.

As explained by App Annie:

“[TikTok’s] influence on the 2021 data is obvious. It ranked #2 in the breakout app spend chart (this chart ranks apps that have registered the biggest change in spend over 12 months), and it also propelled CapCut to the top of the breakout downloads chart. Why? Because CapCut is an editing tool for TikTok, which rolled out globally in April 2020.”

App Annie app performance chart

As you can see here, both TikTok and CapCut rank high in each list, though Instagram remains strong in active users, with Facebook down at the bottom of the top 10.

But it’s not just TikTok’s own apps that highlight its influence, with TikTok replica apps like India’s MX TakaTak and Moj also gaining traction, as replacements for TikTok which is banned in the region.

That broader impact is why every social app is now trying to add in TikTok-like features and elements, because the broader shift is not just based on TikTok’s own rise, but the habitual trends and behaviors that it’s inspiring, which users are now actively engaging with in other spaces.

Does that mean all apps will eventually look like TikTok? Yeah, it probably does, with Twitter launching a new experiment with its Explore feed, converting it into a TikTok-type display, and Instagram also now testing out a new vertical format for Stories as well.

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Instagram Stories feed

Pinterest’s Idea Pins are getting more TikTok-like, Snapchat’s Spotlight feed already utilizes a full-screen, swipeable UI. It’s safe to say that usage trends point to everything going TikTok-style, at least until the theoretical metaverse takes over, and we’re all engaging in wholly immersive virtual environments.

In terms of overall app spend, according to App Annie’s data, TikTok has also seen the biggest jump year-over-year.

App Annie 2021 app performance chart

That bodes well for the app’s expanded eCommerce and monetization ambitions, which will help fuel its creator economy, which will be a key element in growing the app beyond a billion users.

Short-form video can’t utilize in-stream ads, so platforms need to find alternative monetization pathways, and for TikTok, that will largely hinge on its ability to facilitate eCommerce and brand deals for creators.

If it can ensure creators get paid, they’ll keep them posting to the app, and building their audience – but if other platforms have better revenue share deals on offer, you can bet that they’ll migrate away over time.

The data here suggests that TikTok is in a strong position to keep growing, and facilitating business opportunities for more creators.

Of course, none of this is surprising, as pretty much every report has reinforced TikTok’s rising strength, and as noted, every social app is now working to negate TikTok’s expansion if they can. But it’s another reminder of the platform’s influence and position, which may well see it become the biggest social platform in the final stages of the medium as we know it, before we move onto the next phase of digital connection.

You can check out App Annie’s full 2021 mobile apps report here.

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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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