The question is intimidating, isn’t it? After all, the Big Three of the social media world, Facebook, Instagram and Snapchat, have billions of followers all over the globe. Moreover, almost every internet user in the world is at least on one of the Big Three, if not all of them! It’s quite a challenge to outgrow all three of them, but that’s what this app is doing in the United States.
What’s the app? It’s TikTok. Haven’t heard of it? Maybe you know it by the name, Musical.ly.
Developed by a Chinese company called Bytedance, the Musical.ly app got merged with another app of the company, originally named TikTok. Primarily a video sharing app, TikTok has shown immense potential among the social media networks which are being used all over the world, especially by the young adults.
Let’s look at some of the stats available through third party sources.
According to Apptopia, TikTok has garnered a spike in download counts of about 30 million in the last 3 months! In the USA alone, the growth in the number of downloads of TikTok is about 25%, while the global figures are 20%. What’s more, the growth in the amount of engagement of TikTok users has also grown by 24%. In other words, this is a social media giant in the making.
Why is TikTok so popular all of a sudden? Pundits say that aggressive advertising is one of the main reasons.
But there is a bit of concern as well, if you look at it from the perspective of a digital marketer. A study says that only about 26% of TikTok users actually engage with it on a daily basis. This number is substantially high for the Big Three named in the title of this post. For social media giants like Snapchat, YouTube, Instagram and Facebook, the percentage of daily engagement is a whopping 95%!
So, if your digital marketing involves video marketing, you can look at TikTok as a tool. Conversely, you can wait another few months to check how the tide turns before adding this platform to your oeuvre.