It’s no secret that TikTok continues its march to the top of social media. The results are notable for explaining how the app is impacting the broader viewing experience of younger consumers, a development that has the potential to impact platforms like netflix as well as traditional broadcasters in the long run if the trend continues.
The signs that the influence of TikTok Expands beyond social media include the recently relaunched NBA app, which includes vertical videos and scrolling “For You” recommendations. Similarly, ESPN has launched a network of creators in hopes of attracting more attention from Gen Z.
TikTok has become the most popular social media platform for watching videos in the United States, with average views on the platform increasing by nine minutes in 2021, according to Omdia research. The average viewing on the platform in 2021 was 18.1 minutes. Although the average viewing time of TikTok below the average of 18.7 minutes of Facebook in 2021, the platform will likely exceed Facebook for video viewing in 2022.
Unsurprisingly, TikTok’s popularity has caught the attention of advertisers, who have been keen to develop new ways to engage consumers on the platform. The rapid and steady rise of TikTok threatens the dominance of Facebook, while its monthly active users plateaued over the year. In response, Meta refocused its efforts on attracting young users, partnering with high profile creators of TikTok and adding VR games to its service. The platform has also rolled out its functionality Reels in the world earlier in 2022. Similarly, instagram rolled out several features and ad formats inspired by TikTok earlier this year. In Brand Keys searches, Facebook lost 17 places and instagram lost six.
Source: Dive Marketing
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