From the ubiquitous Instagram selfie to social dancing

2020 is over, and if something leaves us besides the pandemic, and may be related to it, it is a spectacular TikTok moment. In this article we are going to review several figures that explain its importance in 2020, despite the fact that the United States Government has received a treatment and assessment similar to that of Huawei, for example.

Tiktok is the first great Asian social network that manages to be important outside the continent and manages to rub shoulders with the empire of Facebook: Instagram, Messenger, WhatsApp, etc. was already important here before it was bought by the Chinese parent company, but 2019 and 2020 has been meteoric for the platform and it is no longer comparable.

The importance of TikTok, explained in figures

The success of TikTok not only is it subjective according to contexts. According to App Annie, one of the best download and spend analysis firms in the mobile world, Tiktok has been the most downloaded application between January 2020 and November 2020, climbing three places compared to 2019. In that sense, it is true that , If we compare with Zoom, Telegram or Google Meet, the thing is not so impressive, since the first has climbed 219 positions and the third did not exist last year.

However, TikTok has climbed 15 places in terms of spending per user between those months, ranking for second after the leader of both years, Tinder. It also goes up hugely Disney +. In terms of active users, counting outside China, Facebook, WhatsApp, Messenger and Instagram continue to lead for another year, but TikTok has climbed five spots in a market that was already very saturated and immobile.

In terms of unique users, many analysts continue to speak of 800 million today, but it is likely that with all the growth that the application has experienced, it is much more than that, since there were already 800 million unique users in January, before quarantine played a crucial role in their growth. True, the TikTok-Trump case and the Oracle alliance may have slowed growth, but it is unlikely to have made a dent.

The influence of TikTok has passed that point where it goes from being liked by the public to being copied by all its competitors

In fact, App Annie has predicted that in 2021, TikTok will reach 1.2 billion unique users. It should be remembered that Instagram managed to exceed the “billion” in 2018, so the Chinese social network is not so far from another that has been in the market for many more years.

Cloudflare, one of the most important players on the global Internet thanks to its CDS, continuously lists Tiktok among the most popular domains in the last 30 days on their Radar website. Right now, it is in number six, after giants like Google, Facebook, Microsoft, Apple and Amazon, and above Netflix, YouTube, Twitter or Instagram.

At the behavioral level, as we said, TikTok has been one of the winners of the confinement, according to a survey by the parental control tool Qustodio. The social network saw that 24 minutes of use in May 2019 turned into 60 in February 2020, which represents a growth of 150%. The impressive thing about all this is that in Spain, during COVID-19, TikTok is only 4 minutes from daily YouTube use, the absolute dominator of video on the Internet. Instagram still beats you in time on the app, but at that rate it may be a matter of time.

Beyond the numbers: the biggest cultural impact since Instagram

All of these figures are impressive, but the impact of TikTok goes way beyond that. The social network has generated new languages ​​and forms of communication among young people, and has made something as old as dance fashionable. Yes the ubiquitous selfie is Instagram’s “great” legacy, and from its explosion we saw how all the tourist sites were filled with people taking selfies with sticks, the musical dance will be from Tiktok, whose effect makes it normal to see teenagers dancing while they walk.

Dance has always been there as an important social element, but it has never been shared as it is being shared on TikTok until now, outside of niche contexts. It’s a cultural revolution, which makes groups of young people stay to record themselves or integrate dance in many areas of their lives where before dancing could be even ridiculous. It gets to the point that there are businesses that ask their employees to dance.

TikTok is an impressive cradle of creativity, and the truth is that, as we said, it influences the gestures of adolescents even when they do not have a camera in front of them. If that’s not cultural impact, nothing is. We have probably only come to the beginning of his reign in this sense, and its final consequences will wait a little longer, as ‘Reels’, the copy of Instagram, or the Featured, of Snapchat, with which the Evan Spiegel’s have followed the path that Zuckerberg’s started with respect to them.