TikTok appears poised to continue its growth momentum well into 2022, with the short-form video app topping download charts on Christmas Day, while virtual reality and a broader reverse shift also saw some significant consumer indicators in the latest data from app tracking company App Annie.
First, in terms of overall downloads – as you can see in the chart below, gGlobally, TikTok leads the way at Christmas, ahead of Instagram and Facebook.
Snapchat has also maintained its popularity, along with the best messaging apps, while Shopee, the major e-commerce platform in Southeast Asia, is gaining momentum among consumers.
CapCut also made TikTok editing app in the top 10, further underlining the app’s popularity, and with expectations that TikTok will reach 1.5 billion users sometime in 2022, it’s now clearly the main app of choice, especially for younger users, which is turning Important all social media marketers should note.
If you don’t have a TikTok strategy right now, whether it’s just to listen to and monitor the latest trends, or to advertise and communicate more broadly, it’s clearly time to give it some extra attention.
But perhaps most interesting are the trends that are reflected in the download charts for the region, especially the United States:
According to Annie’s application:
“in the United States, was a louver #1 downloads on Christmas Day as Americans unfurl their new Oculus Virtual Reality (VR) headset under the tree. This builds on the growing trend of metaverses and immersive experiences. “
The broader inverse shift, as envisioned by Meta CEO Mark Zuckerberg, is likely to happen in virtual reality, so it’s important, then, for Meta to see an increase in the use of VR headsets, in order to usher in the next phase of digital connectivity. If Meta can own the VR space, it can effectively own the metaverse itself, and become the main hosting platform that other developers will then need to align with in order to connect with users in this vast new world of opportunity.
We’re not there yet, and what the metaverse will be, exactly, isn’t defined as such. But the widespread use of Meta’s VR tools is an important indicator of the growing interest.
As one market analyst recently noted:
Facebook dollar The Oculus app is one killer far from reassessing.
– Wall Street (@WallSt_Dropout) December 27, 2021
A great, functional, and viral virtual reality app, you’ll see the momentum of virtual reality pick up fast, leaving the current reverse discussion about NFTs and similar early adopter trends in the dust.
Could Grand Theft Auto VR be this killer app?
Another major point in the US chart is the popularity of the Roblox MMO, which, like Minecraft, has become an enduring platform for young players.
However, one particularly important trend to note in the case of Roblox is that it has also become a major social link for younger users, who have been denied face-to-face interaction over the past two years due to the pandemic. It could make it a more interactive and lively social tool, as well as a gaming and entertainment platform, which effectively lays the foundation for what the future metaverse will look like.
In-game spending on character skins and digital products is also high for Roblox (Roblox was the top Christmas Day consumer spending game globally), and for the next generation of consumers, this is already a normal behavior, indicating where it’s heading The trend is in the next decade or so, as these young adults transition into adulthood.
If you want to get a sense of what the metaverse will be like, within a core framework, Roblox is the best indicator, with a wide range of user-generated elements that creator contributes to the wider game world, which users then inhabit for hours upon hours each day .
The pandemic has only reinforced this, and it is now a major platform to watch. And while I expect the broader metaverse to be more advanced, the platforms and providers that will win are those looking to create tools that connect to the larger metaverse structure, not those that provide one-off profile pictures or 2D digital art that has no direct connection to space.
In this regard, apps like “Ready Player Me”, which focuses on creating cross-platform avatars, and hosting platforms like the Meta VR space, are where people should really look. If next-generation developers don’t have a plan, or roadmap that includes building protocols for larger hosts and networks, they won’t have a metaverse plan at all. And even then, it’s too early to know the general schemes and requirements to really be ‘process-ready’.
In other words, if you want to understand the next stage of digital communication, don’t look at boring monkey pictures and pixelated characters, look for platforms like Roblox, where young users are already establishing new standards for the futuristic space.
You can check out a full overview of App Annie’s Christmas download here.