Social app ranking

In eight of the 16 countries included in the analysis, TikTok is currently the social app with the highest user activity. In Canada, France, the United Kingdom and the United States it even overtook Facebook! Additional research suggests that TikTok's user and engagement growth is likely to continue in the longer term as well.
Brands have taken notice — more than 44% of marketers plan to spend more on TikTok in 2021, making it the fourth most desired platform and even ahead of Facebook in the rankings!
Analysts point out that this figure will grow as the app expands its social commerce channels, which has already proven successful in China. Will other social platforms feel the pressure and try to keep up with the Chinese giant? Some argue that TikTok is an example of how social media is evolving — going beyond the framework of Facebook by giving audiences the ability to express themselves creatively and spontaneously.
2020 Belonged to TikTok, Facebook and Instagram Left Behind! [REPORT] — illustration 1



The app's popularity is also driven by activities such as the HASHTAG CHALLENGE, i.e. creating a specific hashtag promoted in the TikTok feed. Through a #challenge, goals are set, possible prizes are indicated, and users are encouraged to create videos and content for the given contest based on a soundtrack or a specific task. The format is very popular.
Source: www.warc.com

Summary

The report shows that TikTok was the clear growth leader in 2020 — its monthly user count increased by 94.1%, while the average for the five largest platforms was just 11%. In eight of the 16 countries analysed, the app achieved the highest activity, overtaking Facebook in the USA, Canada and the United Kingdom, among others.

Brands quickly recognised the potential — more than 44% of marketers plan to increase their spending on TikTok in 2021. The platform's popularity is driven by celebrities and creative formats such as the hashtag challenge, which points to a shift in the direction of social media evolution.