eMarketer Predicts TikTok to Edge Out Instagram in Key Demographic before 2022

Speaking about changing the landscape, TikTok is all set to overtake Instagram in terms of Generation Z US users by this year’s end. Moreover, it is expected to edge out Snapchat in terms of total US users by 2023. These projections are courtesy of eMarketer, a research firm.

As per eMarketer, TikTok will rack up almost 37.3 million Gen Z users in the US by coming December. For those of you unaware, Gen Z users, in this case, are people born between 1997 and 2012 who log into their TikTok account once (if not more) every month.

By the end of 2021, Instagram is predicted to have 33.3 million Gen Z users residing in the USA.

According to Debra Aho Williamson (eMarketer Principal Analyst at Insider Intelligence), Instagram’s users are gradually aging. This year, the Facebook-owned media-sharing service will see the most growth in the 35-44 demo. The growth in 12-17 and 18-24 age groups will only be 0.7% and 2% respectively. Regardless, about three in every 10 Instagram users will still be representing Gen Z.

It’s interesting to note that as of right now, Instagram boasts more American users than either TikTok or Snapchat. Its user base is expected to cross the 118.9 million mark before 2022. eMarketer has touted the introduction of Reels as the factor behind this impressive growth projection.

As for Snapchat, its Gen Z user base count in the US is on track to reach 42 million by the end of the year. This way, it will be able to wrap up yet another year as the leading social media platform in terms of US Gen Z users. And if eMarketer’s projections indicate anything, it’s that Snapchat will retain this crown through 2025.

No longer having to worry about facing a lifetime ban in the US, TikTok should continue its rise to the top without encountering any hurdles. eMarketer made some adjustments to the projections for the short-form video creation platform and stated that its total US user count should be reaching the 78.7 million mark before 2022.

And if it stays on the same trajectory, TikTok’s estimated user count (US) of 89.7 million by 2023 will place the platform ahead of Snapchat (89.5 million).

Williamson also noted that Gen Z finds the innovative video style and aesthetic of TikTok to be appealing enough to garner their loyalty. Moreover, young adults are not only turning to the platform in question for entertainment purposes but also for educational reasons such as news, politics, the environment, etc.
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