This report summarizes our forecasts for nine countries—the US, Canada, France, Germany, the UK, China, India, Japan, and South Korea—and offers comparative analyses of the major time spent numbers for each.

Respondents were considerably less likely to perceive ads on Instagram as annoying versus those on Facebook. Just 21% of Instagram users agreed or strongly agreed that ads are annoying on Instagram, versus 33% of users who said Facebook. Not all Facebook users also use Instagram, but this comparison is a strong indication that users are less likely to be annoyed by ads on Instagram.

More on this: Despite earlier setbacks, the FTC remains adamant in its efforts to end Facebook’s dominance and make it sell off Instagram and WhatsApp. U.S.

TikTok is now second to YouTube in time spent among US users, surpassing “traditional” social networks, per our latest forecast. Our estimates are based on adult users, and if we were to include teens, the TikTok figure would be much, much higher. TikTok also recently extended its maximum video length to 10 minutes, and we expect that to drive more time spent on the platform.

Facebook has long dominated the region’s social media landscape, but platforms like Instagram and TikTok are ripe with advertising opportunities as their user bases increase and ad targeting capabilities improve. Instagram is the second-most popular social platform in Latin America, after Facebook.

This will be less evident in developing markets where users may be newer to Instagram but is an important consideration for marketers seeking to target younger audiences. The fact that TikTok has moved past Instagram in usage in the Middle East and Africa is noteworthy, and a trend to pay attention to.

The bigger picture: Twitter isn’t the only social media company looking at adding cryptos to encourage user engagement and facilitate payments on their platforms. Last May, Reddit launched a beta test for two Ethereum-based tokens, which members of subreddits r/Cryptocurrency and /r/FortniteBR can use to vote and tip content creators. It’s now scaling the solution.

Instagram for Kids: Eroded user trust and heightened regulatory scrutiny are threatening to bury Facebook’s plan for a version of Instagram geared towards children. That could prove disastrous for Facebook’s future growth.

Trend No. 3: Time Spent on Facebook Will Hit a New Low. The lack of enthusiasm for Facebook Watch is one factor underlying a downward trend in time spent on Facebook. This year, the amount of time US adult Facebook users spend on the property will fall to 33 minutes (0:33) per day, from 0:34 in 2019, 0:36 in 2018 and a peak of 0:40 in 2016.

Instagram ranked second at 11.1%, and Pinterest ranked third at 2.9%. Facebook’s leadership suggests scale is currently the biggest factor. Instagram fares well in relative terms—likely due to its brand-friendly environment—given that total time spent on the platform is less than half of the time spent on Facebook.

The features could also be bundled with Shop Pay, Shopify’s dedicated buy button, if the company decides to expand the solution to TikTok—merchants can already use it on Facebook, Instagram, and Google. For a deeper dive into Shopify's expanded partnership with TikTok, check out this article from our eMarketer briefing.

Its notable growth in time spent last year, combined with its unique creator marketing and paid advertising opportunities, should make TikTok the go-to for most marketers looking to invest in the short-video space.

Asia-Pacific will no longer produce huge increases in new social network users, but the sheer scale of the region means it should remain front and center for social media marketers. Facebook will remain on top, but TikTok, Instagram, and Snapchat are making waves.

Apps like Slack, Dropbox, Facebook, and Instagram will soon work in VR as 2D panel apps in Horizon Home. The focus on hardware is expected to surge. Facebook already has VR headsets, Ray Ban connected glasses, and Portal communication devices, and is potentially developing its own smart watch. Zuck built it; will they come?

Time spent with the medium has increased as social networks offer new ways to connect with others from a distance. Platform diversity continues to grow. While Facebook remains the most widely used social network in Canada, usage of Instagram, Twitter, and Snapchat remains fixed. More niche players like Pinterest, TikTok, and reddit have also established growing user bases.

Instagram and TikTok Demand Marketer Attention. Facebook has been the go-to platform for many years, but Instagram now represents the biggest opportunity for Meta—and for marketers. TikTok, meanwhile, has seen rocketing growth in ad spend as marketers flock to the newest platform on the block. Instagram offers a large and well-distributed user base.

Instead, time spent rose 4.3% in 2020 to 34.4 minutes, according to our April 2020 forecast. Our next forecast revision may show even higher gains. But we think the growth will be short-lived; we expect Facebook time spent among US adult users to fall 2.5% to 33.5 minutes in 2021. Key Takeaways. Social entertainment will be huge.

Although mobile video ad spending and viewer numbers are surging, most streaming still happens through TVs. Mobile video consumption and ad spending figures are heavily influenced by out-stream ads that appear within users’ feeds on Facebook, Instagram, Snapchat and Twitter. YouTube also gets much of its traffic from mobile.

The chances of Facebook or Instagram succeeding in this space are also hard to predict, but there’s spotty past evidence of its success at copying others. Frequency and time spent: Another aspect of usage that could present a challenge is the idea of frequency and time spent. Will the average consumer spend significant time listening to social audio—especially after the pandemic (finally) ends?

The only way to know what works on TikTok is to spend time on TikTok. Understanding what content resonates and drives a community can be as valuable on TikTok as granular ad targeting techniques. Advertisers without an in-house social listening team can also work with outside firms or implement social listening software to gauge consumer sentiment. Don’t repurpose content from other social platforms.

Facebook: Facebook, Instagram, and WhatsApp all provide a scale of mobile audience that can’t be ignored, and they increasingly have tools to drive commerce directly.

We define “social commerce” as products or services ordered via social networks, such as Facebook, Instagram, TikTok, Douyin, Kuaishou, WeChat, Line, VK, and others, either by buying directly on the social platform, such as via Instagram Checkout or WeChat Mini Programs, or through clicking links on the social network that lead to the retailer’s product page to complete the purchase.