TikTok leads the social pack as user activity doubles | WARC | The Feed

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19 January 2021

TikTok leads the social pack as user activity doubles

Douyin/TikTok Social media audiences India

TikTok's growth in user activity far outpaced major social platforms like Facebook, Instagram, and WhatsApp in 2020, according to an analysis of App Annie data.

Why it matters

The short-form video app is the most direct challenge to more established social platforms like Facebook and can provide audiences and advertisers more creativity and spontaneity.

Brands are already taking notice – over two-fifths (44%) of marketers plan to spend more on TikTok in 2021, making it the fourth most in-demand platform and ahead of Facebook.

Takeaways

Across 16 countries, TikTok's average monthly consumption per user nearly doubled while the other top...

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