Time spent scrolling through TikTok has been growing fast, and the app is notorious for pulling users in. In 2020, the platform shot past Facebook and Instagram, with users spending 38.6 minutes on TikTok, 4 minutes more than Facebook's 34.6 minutes, despite the social network seeing peek use. Time spent with Facebook is now decreasing, and TikTok is targeting YouTube.
Meta Platforms is leaning into video on Facebook and Instagram in response to TikTok and rising usage on its own platforms. Video accounts for half of user time spent on Facebook and Instagram, the company says.
Time spent with digital audio surpassed that of radio for the first time in 2021. The gap will widen going forward. At 1 hour, 33 minutes a day on average in 2022, time spent with digital audio will be 8 minutes more than time spent with radio. The switch is related to a reduction in commuting, which has had a direct impact on terrestrial radio consumption.
By contrast, Twitter’s time spent represents a new high for the app, despite the loss of about 300,000 adult users in the US, suggesting an increasingly engaged audience—albeit a shrinking one. More like this:. Report: Q4 2021 Digital Video Trends. Article: Marketers increasingly turn to TikTok for influencer marketing.