New Report Shows Which Social Media Apps Are Most Popular and Why
According to the 91-page report by data.ai, Meta continues to wear the crown as most downloaded and engaged app overall. However, BeReal, the popular 'anti-Instagram' app, is a close competitor to Meta. No other social app has added more new users in the U.S. in any of the past five years than BeReal's 5.3 million last August. This could be because BeReal appeals to consumers who wants a more authentic, less curated, experience. But because users are only prompted to share a picture once day, there’s not a lot of engagement or monetization potential on the platform.
Meanwhile, TikTok generated the most in-app revenue of any social app by selling a heap of its in-app Coins. The Coins allow users to donate money to creators or buy items in-stream. TikTok coins are extremely popular on live-streams, where viewers can make purchases and donations to the broadcasters going live in the app. However, according to the report and Social Media Today, live-stream shopping hasn’t become a major trend outside of China as yet, but “stats here show that more TikTok users are buying in-app currency, which points to future potential for the process, if it can get it right” (Social Media Today).
According to Social Media Today, “Snapchat’s Snapchat+ subscription option has also fared reasonably well, in terms of in-app purchases, while Instagram’s live-stream badges, which highlight your comments in-stream, have also been relatively successful, in comparison to its other offerings.” Overall, data.ai notes that the US has now passed Japan and China to become the top market for consumer spending for social apps, while smaller markets are also seeing more growth in in-app spend. This could be a promising sign to brands and advertisers.
In other news…
Textured haircare brand Mielle Organics is being acquired by Procter & Gamble in hopes of expanding access to its product line. Despite ongoing consumer concerns, Mielle said that it has no plans to change the formulas, and the brand will operate as an independent subsidiary of P&G with Monique Rodriguez as CEO and her hhusband Melvin Rodriguez as COO. As part of the deal, P&G and Mielle have both committed $10 million to the non-profit Mielle Cares, which is focused on “providing resources to advance education and economic opportunities in Black and Brown communities.”