Did you see this coming?
Well, this might explain why Instagram is turning its focus to video. According to a recent report, Android users in the U.S. and the U.K. are now spending more time on TikTok than on YouTube, Facebook or Netflix. Analytics firm App Annie just released its 2021 State of Mobile report, which found that users in the U.S. and U.K. are spending 24.5 and 26 hours per month respectively on TikTok, compared to 22 and 16 hours per month on YouTube. Overall, time spent on TikTok is growing faster than any other app analyzed.
In today's top stories:
Looking back at the first six months of 2021 (to look ahead)
TikTok updates its approach to user safety
The most-downloaded apps for June 2021
And the viral posts that kept us smiling this year
Read on ⬇️
Looking back to look ahead
Twitter Spaces, the battle for creators, and Facebook’s Oversight Board — these were just a few of the key social media updates and trends from the first half of 2021. Today, I thought we’d take a look back at some of these bigger moments to see if we can find a few clues on where the rest of the year might be headed.
And if you're interested in some of the viral moments (who can forget "lawyer cat" 🐱) scroll down to the bottom of the newsletter!
Audio is here to stay (for some platforms)
Following up on the early success of the audio-only app Clubhouse, many platforms rushed to create their own audio features. And after much testing, Twitter launched "Twitter Spaces" in May 2021 to all of its users. Similar to Clubhouse, Spaces offers the ability to listen in on other people's moderated conversations, or to host your own "Space." You can find them at the top of the app, along with Fleets. But Twitter wasn't alone in jumping on the audio trend. Facebook launched its Live Audio Rooms and podcasts in the U.S. in June. And while the mainstream social media platforms add audio features, the buzz around Clubhouse seems to be decreasing. Social media expert Matt Navarra recently tweeted: "Days since I last opened the clubhouse app: 22." Vanity Fair called it back in April. Sometimes it doesn't pay to be the first one... (BTW: this was one of the 2021 trends I said to watch for).
Getting paid!
Creators have always been important to the success of a platform. But it feels like never before have they been such a force — and a focus — for social media companies. First of all, let's take a look at the money being offered to creators: In April, Pinterest announced the launch of a $500,000 Creator Fund in the U.S. Then, in May, Google-owned YouTube announced a $100-million fund for creators of its new Shorts feature (think: TikTok). And remember that TikTok-like feed that Snapchat launched called Spotlight? Well, thousands of creators have earned $130 million US so far by uploading videos there, according to Variety. This doesn't even include the funds announced previously by TikTok and Facebook, as well as the many new creator-focused features on Instagram. Expect to see more of this...
Watch out
Facebook's Oversight Board — an independent body that issues decisions on content disputes — began announcing its first case decisions in January. But perhaps its most newsworthy decision was related to former U.S. president Donald Trump's account. The Board reinstated Facebook's suspension of Trump, but called out the tech giant for not issuing a defined penalty. It gave Facebook six months to report back. Meanwhile, Facebook also tussled with the Australian government over payments to journalists for their content. And many governments are looking to regulate big tech. This is just the beginning of a new era of oversight and regulation (I hope)...
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SOCIAL SNACKS
TikTok will automatically remove some types of content
TikTok is updating its safety policies for users in Canada and the U.S. "Over the next few weeks, we'll begin using technology to automatically remove some types of violative content identified upon upload, in addition to removals confirmed by our Safety team," the company said in a blog post. TikTok is also changing the way it notifies people who violate its Community Guidelines, outlining what happens after each violation. "The more transparent and accessible our policies are, the less people violate them, and the more people can create and be entertained on TikTok."
What post-COVID consumers want
Canadian and U.S. shoppers have changed, according to recent reports from Snapchat. They are now looking for more "Connected Shopping" experiences, including the ability to try on products before they buy using augmented reality (AR). "... more than 1 in 3 Canadian shoppers expect AR to be available now when they’re shopping for at least one of the following categories: clothes, beauty, furniture, luxury and cars."
Other revelations from the Foresight Factory report:
Despite being able to return to physical stores, buyers will also continue to shop online
And many consumers will also continue to use their phones for their in-store purchases to compare prices and search for reviews
ICYMI
🔴 Twitter provides more details of its verification process [Twitter Verified]
🔴 Facebook launches "Creative Guidance Navigator" to help improve ad creative [Facebook Blog]
🔴 Snapchat offers certification in Snapchat Ads Manager Campaign Activation [Snapchat Blog]
🔴 TikTok jumps into the job market with "Resumes" [TikTok Blog]
🔴 YouTube launches new "New to You" discovery prompts to highlight channels you've never seen [Social Media Today]
🔴 WhatsApp for iOS working on Snapchat-like camera feature [9to5Mac]
TARGETING BIG TECH
The Biden Administration issued an Executive Order last week "Promoting Competition in the American Economy," which focuses on a number of industries. When it comes to Big Tech, there are three areas of concern:
1. Big Tech platforms purchasing would-be competitors
2. Big Tech platforms gathering too much personal information
3. Big Tech platforms unfairly competing with small businesses
And in what sounds like a direct message to Facebook, it's promising greater scrutiny of mergers. 👀
APP-LIKE
The top app for June 2021 was...
A. TikTok
B. TikTok
C. TikTok
D. TikTok
Once again, video-focused app TikTok ranked #1 for most downloaded app globally, according to mobile app analytics firm, Sensor Tower. And once again, Facebook and its group of companies — Instagram, WhatsApp and Messenger — are all in the top five spots.
Video conferencing platform, Zoom, placed #6 in this ranking. And while downloads of the app have slowed since 2020 at the peak of the pandemic, it's still very popular in countries like India where regional lockdowns continue, according to Sensor Tower.
HAPPY-LIKE
"I'm not a cat."
It's been a challenging year, but luckily there were some brighter social media moments.
Who can forget the lawyer who got stuck on a Zoom kitten filter
Or the time when Sea Shanties had their moment on TikTok
And the women who used Gorilla Glue in her hair instead of hairspray has a happy ending — she now has her own haircare brand
We also learned that it's not cool to use the 😂 emoji on TikTok. But in honour of World Emoji Day on July 17th, I give you my response: 🤦♀️
Hey, congrats — you made it to the bottom of the e-newsletter!
If you really liked it, why not forward it to a friend. 💌