TikTok is still the top app and has even managed to claim even more accolades for 2022. TikTok managed to top the download charts last year, has dominated the short-form game thus far, and is once again the #1 most downloaded app across the Apple and Google app stores. However, an interesting observation is that while it remains particularly popular for younger audiences, there are indicators that its growth might be starting to slow after its instance climb in the last 2 years. 

#1 Again! 

According to the latest data from AppleFigures, TikTok unanimously had the most total downloads in November, trailed by Instagram, then Facebook. Funnier still – the 4th app is CapCut, which is mainly a TikTok editing app. Based on the charts, on the Apple App store, TikTok and Capcut were ranked #1 and 2 respectively, while Instagram continues to rock it on Android, which is perhaps mainly influenced by the downloads in India since Instagram has replaced TikTok in the region. 

What’s really interesting is that, despite rumors of its demise, Facebook remains popular, especially in developing markets. At the same time, the overall rise of CapCut once again points to the influence of TikTok as well as the app’s expanded opportunity to facilitate new monetization opportunities and trends. 

However, not all good things remain that way forever. As noted, TikTok’s growth is beginning to show signs of weakness. According to recent data from Sensor Tower (shared by Eric Seufert), US installs of TikTok declined almost 33% YoY in November. Sensor Tower’s data seems to point to an eventual growth plateau, to some degree. What’s worth noting is that Meta’s apps have continued to see download momentum, as TikTok begins to slow. Wow, talk about a tug of war. 

While this might not mean anything major as of yet – it most definitely doesn’t suggest that TikTok is or will lose audience attention, It’s another trend to keep an eye on. It’ll be interesting to see if there will be a shift away from TikTok, or whether its growth is actually restricted to younger audiences, much like Snapchat. Even then, TikTok’s growth has already far outstripped Snap in overall usage.

The Wrap

While TikTok has effortlessly dominated the social media scene over the last two years, chinks in its armor are beginning to show. This would eventually have people questioning what the app’s trajectory will be like come 2023. Various controversies that have been plaguing TikTok also slowly wear down its defenses, such as harmful trends, and legal complications over its connection with the CCP.

Up until now, it seemed that TikTok was simply going to eat every other app that dared get in its way, but perhaps just now, we might be seeing the first signs of hesitation, which could mark a more significant usage shift in the next year. Should you still count on TikTok to be a powerhouse next year? Yes. But, it won’t hurt to also start building a presence on other apps; ranks #2 and 3 make for viable options.

Sources

https://bit.ly/3WaOT8x