Many social media influencers have leveraged this popularity to build larger audiences, further attracting users to the app.”. TikTok’s share of social network users in the UK will also jump significantly this year to 21.1%, up from 12.4% in 2019. However, regardless of the app’s strong growth across metrics, controversy still looms.
“Any brand can add livestreaming to its strategy, but many should be careful about how they collaborate with influencers, as brands lose a lot of control with livestreaming,” said Arnold Ma, founder and CEO of digital creative agency Qumin. “This is mainly referring to the ‘live’ nature of working with livestreamers,” he said.
At the same time, TikTok has also brought about a new wave of amateur content creators, many of whom have amassed followings that rival those of the more-polished influencers on other social platforms. According to the TikTok 100, this year’s top creators were primarily ordinary teenagers who have risen to “TikTok fame.”
Things like Stories, influencer content and video are all contributing to more engagement and a slow but steady uptick in time spent. We now expect Instagram to pass Snapchat in time spent among users this year.