Open Report:Bespoke – Social Media Update May

Other Recent Social Media Research (Ad Execs, India Consumers, Domestic Consumers Quarterly):Bespoke Data Room

Key Takeaways:

  • TikTok – A Growing Threat, Especially For Snapchat
    • TikTok account holders have steadily grown into other user bases and have shown early signs of capturing a relatively older audience (although TikTok users are still younger than users of all other platforms).
    • TikTok users spend more minutes per day on the platform compared to users of all other platforms. Because of the amount of time spent per day, it soaks attention up and away from other users of other platforms who are also on TikTok.
    • Snapchat users are the most likely to have adopted TikTok compared to all other platforms we test. Among some of our ongoing engagement/sentiment trackers, Snapchat has softened in recent months

  • Snapchat Usage Mix: Shifting in Recent Months
    • This month we noticed a shift in engagement with messaging pulling back and stories/discover gaining share of engagement.

  • Twitter Users Increase Engagement
    • Twitter users have shown sequential improvements in engagement in the past few months