[eMarketer] Tiktok to overtake Instragram and Snapchat as platform of choice among US Gen Zers

Social media platform has TikTok been on an upward trajectory in terms of user base having recorded phenomenal growth in 2019 and 2020. That momentum is poised to be maintained this year when it will outpace Instagram among young users in United States and Snapchat by 2023 according to a forecast by eMarketer.

Compared to Instagram that will have 33.3 million users among Generation Z users, Tiktok will average 37.3 million users among the same demographic who access their accounts at least once a month.

Despite leading in terms of users by 42.0 million, Snapchat will cede ground to Tiktok within the forecast time.

Debra Aho Williamson, eMarketer principal analyst at Insider Intelligence: “Instagram’s user base is steadily aging. This year, its fastest-growing age group will be ages 35 to 44 [up 7.2%], while gains will be much slower among teens 12 to 17 [0.7%] and young adults 18 to 24 [2.0%]. However, Gen Z will still make up nearly three in 10 users on Instagram [28.0%] this year, so advertisers can still find them on the platform.

 “TikTok has incredibly strong engagement and loyalty among Gen Z. The members of this generation are using it not only to be entertained, but also increasingly to learn about and discuss weightier issues such as climate change, politics, and news,” Williamson said. “Other social platforms also offer such content, but TikTok’s unique video style and aesthetic is strongly appealing to young people.”

With the threat of TikTok being banned in United States now no longer there, eMarketer now forecasts that the social media platform will record 78.7 million users this year, an 18.3 per cent growth. .This is set to rise to 89.7 million in 2023 compared to Snapchat’s 89.5 million.

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