TikTok primed to take over the US

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 12, 2021, 2:24 PM UTC

An eMarketer study found Tiktok would overtake Instagram in terms of Gen Z users in the US by the end of 2021.

The ByteDance-owned platform would have 37.3 million Gen Z users in the US by the year’s end. TikTok would not only bypass Instagram in terms of American Gen Z users by the end of the year, but it would also reach close to the first position by 2023.

So far, Snapchat has been the dominant force in terms of Gen Z US users. The social platform would retain its top position till 2025, but TikTok would considerably narrow the gap during this period.

In 2025, Snapchat would have around 49.5 million Gen Z US users, while TikTok would have 48.8 million users, and Instagram would have 48.2 million users. eMarketer’s Debra Aho Williamson said, “…TikTok’s unique video style and aesthetic is strongly appealing to young people.”

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