Twitter’s plateauing user growth has been evident for the past few years. But its user base is stable and ticking upward. We expect it to maintain its substantial influence worldwide as a platform for political discourse and real-time events coverage.
Facebook will have 1.73 billion worldwide users in 2019 and will add a quarter of a billion more users by 2023. These gains are primarily happening in developing countries, while developed markets including South Korea, Japan and France are shedding users.
TikTok, the Chinese short-video app, is taking off in the US, India and elsewhere. It offers many unique marketing opportunities, such as the Hashtag Challenge, but marketers should take note of some risks.