Despite the constant challenges of rival platforms, along with regulatory problems and even restrictions in some regions, TikTok continues to thrive. And according to the latest data from App Annie, the momentum of application growth will not slow down soon.
According to the App Annie Mobile Forecast report for 2022, TikTok will exceed 1.5 billion users in the next twelve months, as its cultural influence continues to spread around the world.
That would put him far ahead of Instagram, which still has a billion active, a number that was first reported back in 2018 and has not been updated since. Which in itself is a little weird. Has the growth of Instagram simply stopped – and if so, what does this mean for the wider popularity of the app?
App Annie’s predictions have been solid in the past as well. Last November, App Annie predicted that TikTok would exceed one billion active users in 2021, which it did back in September.
As App Annie notes (above), TikTok’s growth rate is unprecedented, and the app is becoming a cultural force faster than any other platform in history. Some of that, of course, is due to steady trends – Facebook and Instagram found it harder to reach the first billion users because they had to establish new common behaviors, from which TikTok benefited in its rise.
But even so, the rapid rise of the app is significant – and that’s without India, which at one point was TikTok’s largest user market, with 200 million active per month. It is fairly safe to assume that if TikTok had not been banned in India as early as June 2020, that its Indian user base would now be closer to 500 million, which would mean that TikTok would already be in a market of 1.5 billion users at this stage.
It’s amazing to consider how TikTok has managed to achieve such strong performance in an increasingly crowded social media market. Snapchat once seemed ready for similar huge growth, until Instagram copied Stories and slowed it down, which is the same manual that Instagram parent company Meta followed with TikTok, adding Reels to Facebook and Instagram in an attempt to steal the audience. share the return from a growing potential rival.
But even more than that, YouTube added Shorts, Snapchat added Spotlight, and other apps tested similar tools similar to TikTok. Yet, even with all these competing tools opposing it, TikTok remained resilient.
Far from slowing it down, if nothing else, TikTok has only gained more audiences as a result of these anti-growth efforts.
How did TikTok manage to keep winning, where did others wither in front of established giants?
The key lies in its matching algorithm, which is still far better than any other platform in providing an endless stream of content that is highly aligned with your specific interests.
As anyone who has used TikTok several times will know, a custom ‘For You’ video feed that is likely to interest you is highly addictive and very good at quickly aligning with your personal interests.
The advantage that TikTok has over other platforms is its full-screen display, which means that any action you take when each video is on the screen is indicative of your response to that particular clip. Swipe quickly and the content of that video is obviously not interesting, look at the whole thing and it’s a strong signal, while touching any element also gives clear information about the answer to match it.
Instagram doesn’t have the same, as it often has a few posts on screen, and while Reels can be fine-tuned this way, its algorithm isn’t as good as detecting your interests, because Reels are often too sensitive to trendy content, then showing you more without taking into account the broader context.
The TikTok system is far better at determining more complex matches in response to your actions, which is why it is so contagious to many, and this has helped it continue to add users, even as other applications have tried to replicate its key features.
Because, really, I can’t, or at least I haven’t been able to so far. And while it seems that both Meta and YouTube should, at some stage, be able to understand this, the fact that neither has yet achieved a significant position may indicate that TikTok simply has better capacity and better audience understanding. of its rivals, which again indicates the continued success of the app, which is now arguably a better place for creators anyway.
Monetization is the next step and providing comparative capacity to top stars to make as much money on TikTok as they can in other apps. But this continues, as the e-commerce platform and tools for partnership between the brand and the creators develop rapidly, enabling more opportunities in this area.
If you haven’t considered TikTok as a potential platform for your marketing efforts, in 2022, maybe it’s time to think about it a bit. Not all brands will thrive on TikTok, and it requires a more dedicated organic approach, so you need to know platform-specific trends or work with creators who are accordingly. But opportunities, for the right brand, with the right approach, can be significant.
And they are growing more and more every day, with an increase in growth momentum. At this rate, TikTok could have over 2 billion active users by 2023, and even more cultural significance worldwide.
Maybe it’s not a platform that comes naturally to your promotions, and maybe it’s not one that you’re interested in yourself. But in 2022, it is probably worth getting acquainted with the latest TikTok trends and better understanding the application.
Here you can download the complete App Annie report on app forecasts for 2022.
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