The short-form video sensation platform, TikTok, achieved a major coup during 2021 when the site officially dethroned search engine giant, Google, to become the most visited website of the year, according to cloud services company, Cloudflare.
The immensely popular social media app reached 1 billion users in September, and is on track to register a whopping 1.5 billion monthly by the end of 2022, based on projections by mobile data and analytics platform, AppAnnie.
Pandemic conditions are credited with skyrocketing TikTok to the number one spot from its previous ranking of 7th among popular social media platforms in 2020, where it formerly came in behind Google, Facebook, Microsoft, Apple, Netflix and Amazon. Increased online social engagement combined with greater amounts of free time is said to have sparked the rampant “COVID-spurred surge” in popularity.
TikTok is owned by China-based ByteDance, and offers a venue for creating and sharing short videos ranging from 15 seconds to 3 minutes. Content is characterized by entertainment genres such as dance, stunts, tricks, jokes, and pranks in concise presentation bits.
The app is not without controversy and has been investigated for security vulnerability issues, including hacking unauthorized access to accounts, among other concerns. These concerns have not seemed to impact TikTok’s number of users, however, which continues to grow exponentially as well as garner the attention of marketers and content creators. The platform particularly attracts marketers trying to reach younger demographics who gravitate toward short video forms of advertising, and are inclined to pass on those videos to help them go viral.
The ramifications of TikTok’s burgeoning influence will certainly play a significant role in digital marketing strategies for 2022 and beyond. How will Google rebound from the data shortage following the demise of cookie use? Will TikTok be able to hold onto its reign as the premiere social media platform? Read the full article here: https://www.marketingdive.com/news/tiktok-overtakes-google/616507/.