TikTok beat Facebook and Messenger in 2019
The app TikTok, popular among teenagers, was installed more than 700 million times in 2019. In this respect, the platform overtook Messenger and Facebook.
Record downloads in the last quarter
According to the latest report by Sensor Tower, over the last three months of 2019 the TikTok app was installed on mobile devices more than 220 million times. Compared with the third quarter of the previous year, this result is 24% higher. Interestingly, according to the research, TikTok currently ranks second in terms of the number of downloads (also on an annual basis), ahead of, in order: Facebook, Messenger and Instagram. Only WhatsApp performed better in the ranking, having been downloaded about 270 million times in the last quarter of last year [1].
We are aware of the constantly growing popularity of the TikTok app. We also know perfectly well its marketing potential, which makes it possible to reach representatives of Generation Z. Last year, using TikTok, we carried out advertising campaigns for, among others, the Tymbark brand and for mBank. In the case of mBank, it was one of the first bank advertising campaigns in the world via this platform - says Magdalena Bliźniak, project manager at the GetHero agency, an expert in communication on the TikTok platform.
Problems did not stop the growth
For some, the increase in the number of TikTok downloads may come as a surprise, because last year the app had a bit of a rough ride. Firstly, it was hit with a financial penalty of USD 5.7 million for violating the Children's Online Privacy Protection Act - the app did not require parental consent for users under the age of thirteen. Secondly, an Israeli security research company revealed vulnerabilities in TikTok that would have allowed hackers to take over accounts and access private data. All of this, however, did not have a negative impact on the platform's popularity. Especially in India, which in 2019 was TikTok's largest market. Interestingly, 44% of all app downloads last year were generated by that country, despite a ban by the government.
Celebrities drive popularity
It is worth adding that TikTok's popularity is increasing thanks in part to celebrities who have set up accounts on the platform and attract their fans to the app. On Polish TikTok we can find, among others, Maryla Rodowicz, Sylwia Szostak, Dawid Woliński, Klaudia Halejcio and Ewelina Lisowska. As for world-famous stars, those with accounts on the platform include Will Smith, Justin Bieber, David Beckham, Miley Cyrus, Paris Hilton and Mariah Carey.
Summary
In 2019, TikTok recorded more than 700 million downloads, overtaking Facebook, Messenger and Instagram. 220 million installations in the fourth quarter alone means growth of 24% compared with the previous period. Only WhatsApp achieved a better result, with about 270 million downloads.
Despite a USD 5.7 million fine and discovered security vulnerabilities, the app strengthened its position - the largest market is India, which accounts for 44% of all installations. The platform also attracts brands, and campaigns on TikTok have already been carried out by, among others, Tymbark and mBank, which was one of the first banks to advertise in this way.
