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Surprising Future Awaiting for TikTok and Instagram?

After taking over the world of social media, will TikTok continue to reign supreme in the coming years? Well, it looks like the short-form video platform has an uncertain future ahead of it. eMarketer’s August 2020 forecast boasts some interesting details pertaining to the popularity of TikTok, Instagram, and Snapchat in the US through 2024.

Before discussing the details, we would like to note that for Snapchat, smartphone users of all ages with a Snapchat account access at least once a month were considered for this study. As for TikTok and Instagram, not only mobile users of all ages but everyone with internet access was considered, provided that they log into their Instagram or TikTok account at least once every 30 days.

Additionally, as stated above, only US users were taken into account to prepare this forecast.

Moving on to the main part, Instagram is all set to remain on a steady growth path. After growing its US userbase from 52.6% to 53.9% from 2019 to 2020, the Facebook-owned media-sharing app is expected to witness a 57.5% user penetration in the US by 2024.

As for Snapchat, even though it is set to maintain its 40% userbase through 2022, it might witness a slight decline between 2022 and 2024.

And after witnessing a whopping user base expansion of 13.8% between 2019 and 2020, TikTok’s climb to the top is predicted to slow down moving forward. Between 2021 and 2024, TikTok is expected to increase its US user penetration by only 5.1%, bringing the total to 39.3%. This prediction is surely noteworthy and it will be interesting to see whether TikTok manages to prove the analysts wrong and kick off another boom period for itself.

Which of the aforementioned predictions surprised you the most? Let us know in the comments.


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