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“Break free from the stuffy, media-trained bubble”: How publishers are using TikTok to connect with a new generation of readers

What's New in Publishing 16 Mar 2020 08:00

TikTok, was the second-most downloaded app of 2019. It surpassed both Facebook and Instagram while only losing out to WhatsApp, according to The Drum.

Sensor Tower said last November that the app had topped 1.5B total downloads across iTunes App Store and Google Play. It has achieved these milestones well under 4 years of its launch in September 2016. 

TikTok already rivals the giants of the first era of social media: In 2007, three years after it launched, Facebook had 20M users; around the same point in its life cycle, in 2009, Twitter had 18M.

Matthew De Silva, Reporter, Quartz

According to Business of Apps, TikTok has 800M monthly active users worldwide. It was downloaded 738M times globally in 2019, with 46M of those coming from the US. 

Source: Hootsuite/We Are Social

eMarketer projects TikTok’s US user base to grow 21.9% this year to 45.4M people.  By 2021, it is projected to reach 52.2M.  

Source:eMarketer

“New forms of self-expression”

“Properties like TikTok are supporting and creating new forms of self-expression, and brands want to tap into that. It’s an experiment for many marketers,” says eMarketer principal analyst Debra Aho Williamson. “In many ways, TikTok is where Facebook was in the late 2000s, and where Snapchat was three or four years ago.”

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