Ideally, an article like this should ordain the top candidate.
In this case, however, TikTok coming in third is big news for a platform that has exploded over the past two years. And, TikTok has surpassed Snapchat and Twitter in global user numbers. This is according to the inaugural forecast on TikTok users worldwide by Insider Intelligence (formerly eMarketer). The social networking app surpassed those competitors in 2020 and grew even larger in 2021, cementing itself as the No. 3 worldwide social platform behind Facebook and Instagram.
It is estimated that there will be 755.0 million monthly TikTok users in 2022. A number that grew 59.8 per cent in 2020 and will increase an additional 40.8 per cent in 2021. While that growth will slow, it will remain high at 15.1 per cent in 2022. “We define TikTok users as internet users of any age who access their TikTok account via any device at least once per month.
The rise of TikTok is especially challenging for Snapchat, with which it competes head-to-head for the youth audience,” said Debra Aho Williamson, Insider Intelligence Principal Analyst. “Although TikTok does not share much similarity to Twitter, its massive size relative to the more–established platform is a clear reflection of the addictive nature of TikTok’s content.”
TikTok is also gaining a share of overall social network users. In 2022, its share will surpass 20 per cent for the first time and approach one-quarter by 2024.
Forecasts and estimates from Insider Intelligence are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms, and public companies, as well as from interviews with top executives at publishers, ad buyers, and agencies.
And, keep in mind the fact that TikTok is getting into the restaurant business in 2022.
On Dec. 17, it announced a partnership with Virtual Dining Concepts to launch delivery-only TikTok Kitchen spots across the US. Food and recipe videos have garnered so many followers with relevant clips racking up millions of views. TikTok also reported that more than 1 billion people worldwide use the platform monthly.
Next year, 3.57 billion people will use a social network at least once a month, representing 82.0 per cent of internet users worldwide.