TikTok has become a worldwide sensation. Its popularity surged during the pandemic and continues to grow at an impressive rate. Major tech companies like Meta and Snap foresee a future where their products offer similar functionalities. User behavior on these platforms confirms this trend.
In a recent discussion, Evan Spiegel, CEO of Snap, noted a decrease in time spent viewing and creating Stories on Snapchat. Spotlight, a feature similar to TikTok, has surpassed Stories in popularity, showcasing users' preference for short and engaging videos.
Spiegel observed this shift at the beginning of the pandemic. The decline in Stories posts continues, with current viewer behavior metrics showing no return to pre-pandemic levels. While hopeful for change, Spiegel emphasized the need to enhance Spotlight's functionality for the time being.
Mark Zuckerberg echoed similar sentiments, acknowledging TikTok's rapid audience growth. Global user spending on the app exceeded $2 billion last year, marking a 77% increase from 2020. Though Chinese user contributions declined, the American market saw growth in consumer numbers.
With these statistics, TikTok's global popularity is undeniable, even in the face of country-specific bans (such as in India). Do you agree with Spiegel and Zuckerberg? Which platform do you use more actively: TikTok or similar services?
