TikTok takes charge

TikTok’s meteoric rise continues with users (for the first time) spending more time per month on TikTok than Facebook, based on data from a new app usage report by App Annie. As you can see in the infographic below, the average time spent on social networking apps is up across the board but TikTok continues to soar with 325% usage year-over-year, beating almost every other app analysed in the report.

Ranked #1 for top breakout apps in 2020, TikTok is on track to hit over 1 billion monthly active users in 2021. This will be an enormous milestone as TikTok will join the elite ranks of Facebook, Instagram, WhatsApp, YouTube and China’s WeChat.

TikTok’s rapid growth is crushing the competition and their revenue model is leaving other app giants in their wake. For consumer spend TikTok are now ranked #2 for non-gaming apps. While TikTok monetises through ads like other apps it also provides a platform for users to purchase digital goods.

As we fly into 2021 TikTok is an opportunity to grab with both hands as one of the top social media trends. What other trends are brewing that you need to be aware of this year? Let’s take a peek at the highlights of the report.

 

Mobile usage soars

Where will you find 2-3 years’ growth in 12 months? Mobile adoption of course.

In 2020, downloads of apps were up and Americans spent more time glued to their mobile device than their TVs, resulting in mobile ad spend being catapulted to over $240 billion. In Australia alone app revenue is tipped to reach $52 million in 2021.

Hand in hand with the unprecedented amount of time spent at home in 2020 came growth in all categories of apps. The sudden demand for remote work capabilities prompted huge growth in business apps which saw time spent on the apps soar 275% year-over-year.

 

YouTube leaves Netflix in the dust

If you thought YouTube had taken a backseat in video streaming, it’s time to look at the data. While many consider Netflix the leader in the video streaming space, as you can see in the infographic below YouTube left Netflix in the dust in 2020 with 4x more time per user spent on YouTube compared to Netflix.

If you want to improve your content marketing this year YouTube is an opportunity that cannot be missed. The level of audience engagement is sky high, Interstitial ad growth has been enormous and video ads are growing too.

 

Wrapping up

As a marketer in 2021 it’s time to capitalise on the growth in mobile app usage.

Whether you’re creating micro video content to capitalise on TikTok’s immense growth, leveraging high audience engagement through YouTube videos, or capitalising on the increase in mobile ad spend for interstitial ads, a wealth of opportunity awaits you.

Are you ready for your marketing to take flight?

Call us today to brainstorm how your brand can jump on these major opportunities.