Just when you thought it was over for Snapchat, seven million new users joined their platform. Where did this influx of people come from? Thanks to Snapchat making valiant efforts to keep with apps like Tik Tok and Instagram, users are once again returning to the eight-year-old platform.
What’s Tik Tok?
For those of you unfamiliar with Tik Tok, it’s a social media video app built for iOS and Android for creating and sharing short lip-sync, comedy, and talent videos. It shares many similar qualities to the now-deleted app called Vine. Tik Tok launched in 2017 by ByteDance, for markets outside of China. It’s grown enormously in popularity, especially since its predecessor, Vine, shut down.
As most of you know, Instagram is the popular photo-sharing app, owned by Facebook, and created in 2010. Posts on Instagram see 58 times more engagement than Facebook and 120 times more engagement than Twitter.
Tik Tok, Instagram, and Snapchat all cater to younger audiences. Because people left Snapchat to head to the other apps, Snapchat decided to do something about it–and, little by little, it’s working out in their favor. Snapchat has seen a 40 percent spike in daily users in India since its first office in Mumbai opened in August. In Brazil, Snapchat’s user base has grown by 25 percent since 2016, growing to a total of 9.3 million users according to eMarketer. An app once dominated by American teenagers begins to make its way across the globe.
Found and CEO, Evan Spiegel, had this to say about the changes around the world:
“We’ve worked hard to make Snapchat available globally so that everyone around the world can enjoy the power of visual communication.”
An Uphill Battle
Snapchat has added more features that they think their audience will like. This includes a gaming platform, with eight new games unveiled this year. The popular Snap Map updates regularly, as users enjoy seeing their friends’ Bitmojis all over it. But even with all the changes and improvements, it still doesn’t necessarily mean they are in the clear. Tik Tok and Instagram still have quite a few more users than Snap, and likely will continue to do so. Until they nail down the perfect strategy, they will likely remain in third place behind them.