TikTok Scores High In Advertiser And Consumer Interest While Facebook And Twitter Struggle, Confirms New Report

The rivalry between competitors in the tech world is always interesting to witness as leading apps try to inch over the other.

A recent study conducted by a leading digital intelligence firm called Similarweb has revealed some interesting findings in terms of advertising and consumers’ interests.

According to the report, TikTok is leading the way while fellow tech giants Twitter and Meta’s Facebook are struggling at maintaining that strong foothold.

Similarweb says the famous video-based app has shown immense potential and the growth figures are proof of just that.

Firstly, let’s look at TikTok from the perspective of an advertiser. The interest has been accelerating for a while now. However, other competitors witnessed a slump in growth, alongside a major fall in traffic pertaining to ad portals.

When we look at the first quarter of this year, the report highlighted how TikTok experienced a 199% growth when compared to 2021. But when we compared it with Facebook and Twitter, it was a major difference.

While Facebook saw a 22% growth, Twitter witnessed a growth of 3.6% only. The report also delineated how a lot of the advertisers were impressed by the abundance of short videos and the great time period that the platform’s users were spending on the app.

On average, the report highlights how users were spending up to 80 minutes per day on TikTok, which went above and beyond all other popular platforms like YouTube, Facebook, Instagram, Snapchat, and Twitter.

The runner-up position went to YouTube which wasn’t too far behind. But it was also interesting to see TikTok’s results in terms of the booming growth in traffic being allocated to the desktop and mobile versions of the app.

This came in the form of a 600% boost from 2020, while a mega 200% boost in comparison to last year. In terms of traffic, the report outlines a 70% growth from March with a mega 100% boost in terms of uploads from last year.

Looking at traffic allocated to Twitter, that only saw a boost of 11% while Facebook recorded a downfall in traffic by almost 9.3%.

These results are proof of the fact that TikTok is a popular platform with the younger lot, capturing attention in a manner that drives them away from other leading competitors in the social networking market.

The report also shed light on the difference in demographics, where TikTok’s market mostly comprised of viewers belonging to the 18 to 24 age group. And that’s just 24% of the age of Facebook users. Another interesting point worth mentioning is how TikTok has moved far ahead of Snapchat as the app of choice amongst the teenager age bracket.

One tech analyst named David Carr mentioned how the app is clearly a winner with the youth and it’s obvious how advertisers are making the most of it by giving the app rewards in return.

Carr also says the way TikTok is helping users benefit as creators in so many innovative ways is commendable and that combined with ad companies being allowed to be a part of their journey is truly adding to its success.

With monthly users of the app crossing billions, we expect to see more growth in the near future.

H/T: MediaPost.

Read next: eMarketer Attributes Google’s Decreasing Ad Revenue To TikTok’s Success
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