全球社交媒體領域市場前景及投資研究報告-培訓課件外文版2024.4

DIGITAL

AND

TRENDSThe

social

media

landscapeOverview

reportSocial

media:

Our

online

worldExecutive

summaryThe

currentsocial

medialandscapeForbetteror

worse,

westickwith

ouronlineplatformsSocial

media

hasbeen

asignificantcomponent

of

globalcommunication

foraround

twodecades.

Many

platformsoffer

uniquefeatures,

but

some

havestoodthe

test

of

time.

Five

words

haveentered

everyday

vocabulary

inrecent

years:Facebook,

Instagram,Snapchat,

TikTok,and

Twitter

(recently

rebranded

to

X).Thisisespecially

trueforGeneration

Z,

who

grew

upwith

easy

access

to

theinternetSocial

media

fans

findthe

time

fortheirfavorite

services,

reiterating

thefactthatusagehasintegrated

itself

intoeveryday

lives.

Even

thoughusers

enjoy

it

–

andlargely

depend

onit–

social

media

is

notwithout

itsflaws.

Some

oftheissuesfacingthe

industryincludeharmfulcontent

andthe

useof

personal

and

biometricdata.Despite

the

facttheseconcerns

arereadily

apparentandaprevalent

topicinandsocial

media.

Billions

of

people

socialize,

date,

network,

and

find

entertainment

the

media,

users

continueto

log

inandscroll

throughthe

platforms.viasocial

networks.

Formany,the

online

world

is

asrelevant

aslifeoffline.Thisreport

provides

anoverview

of

the

social

media

world,

focusing

on

the

giantsof

the

digitalrealm.

Italsocovers

howthislandscapewill

soon

evolve,

indicatingthatchangesare

onthehorizon.

Moreover,

what

isitaboutcertain

platforms

thatdraws

indifferent

generations?

Aspeople–

young

and

old

–

become

increasinglydependent

on

these

services,

are

users

willing

to

invest

inadditionalsecurity

andinnovativefeatures,

or

aretheycontent

with

the

statusquo?The

future

ofsocial

mediaSocial

media

platformsattractdifferent

generations

fordifferent

reasons.

Olderaudiences

are

happy

to

access

social

networks

via

internet

browsers,

whileyounger

users

very

much

favor

mobile

internet.

This

means

as

Generation

Z

andGeneration

Alpha

become

the

dominant

consumers,

primarily

app-basedplatforms,

such

as

TikTok,

Instagram,

and

Snapchat,

will

likely

become

theleading

services.301An

introduction

to

social

media?

Social

media

platforms’classifications?

Social

media

topfive?

Theevolution

ofuser

numbers,

byplatformGetting

socialSocial

media

platforms’classificationsThesocial

media

landscapeisvaried,andusersmigrate

todifferent

platformsdependingon

whatthey

wantor

need

from

onlinespaces.

Social

networks,

ingeneral,

operate

bothinprivateandpublic,

with

users

keeping

up

todatewith

everything

from

familyandfriendstobrandsandnews.Temporarycontent-sharingnetworksVideo-sharingnetworksBookmarkingnetworksBusinessnetworksVideo-

andphoto-sharing

platformsare

usefulforinfluencers

andaudiences

alike,whilebusinessnetworks

are

utilized

asprofessional

networking

and

job-huntingtools.

Networksforsharingvideos

andtemporary

content

provide

quickand

accessible–ifsomewhatdisposable

–entertainment,

while

discussion

forums

enable

internet

users

todebateanything

andeverything

forlong

periods

oftime.Social

mediaplatformsBlogging

andmicrobloggingInstantmessengersSocial

media

platformshavechangedhow

people

interact

with

each

other,

forcing

societiestobemore

mindfulof

virtualrelations.

People

canengage

with

almost

anyone

online,fromstrangers

and

siblingsto

celebrities

and

co-workers.

Social

networks

havealsotransformedthe

way

politiciansinteract

withtheirconstituents.MediasharingSocialnetworksE-commerceplatformsDiscussionforumsSocial

media

canbeapowerful

tool.

Onlinepostscanbeused

to

document

the

experiencesof

people

indangerous

situationslikewars

andcivilunrest,demonstrating

thatsocialmedia

hasgrown

into

something

muchmore

than

perhapsever

intended.5The

famous

fiveTheplatformsatthe

top

oftheirgameFacebookInstagramSnapchatTikTokX(formerly

Twitter)Old-school

social

mediaMillennials

can’t

get

enoughAR,AI,and

everything

inbetweenThe

defining

app

ofagenerationBroadcast

to

the

worldLaunchedin2004,

Facebookinitiallyplacedanemphasis

onestablishingconnections

withfamily

and

friends.Duetoitspopularity,

thenetwork,

ownedbyMeta

Platforms,

alsoReleasedin2010,

Instagram

isthe

younger

siblingofFacebook.Also

ownedbyMetaPlatforms,theappstandsoutfor

its

focuson

images,

videos,

and

Reels.Itisthe

platform

ofchoice

forinfluencers,asthe

built-inphotoeditingfeaturesmakeforaneasily

achievableprofessionalfinish,andpostsareawashwithbrandcollaborationsandLaunchedin2011,

Snapchatbrokethe

moldbyintroducingtemporary

imagestothe

socialmedialandscape,

entitledSnaps.ThethrowawayfunoftheLaunchedin2016,

TikTokisavideo-based

platform

famousforlip-syncs

anddancing.Theappkeepsusersengaged

byoffering

anunendingsupplyofpersonalizedcontent,lettinguserswatch,create,

andshare.Itisamixture

ofprofessional

anduser-generated

content

andisaone-stopshopfor

GenZ’s

socialmedianeeds.Founded

in

2006,

X

is

amicroblogging

service.Untilrecently,

it

was

known

asa

newsaggregate

site,

with

journalists,politicians,

and

public

figuresbeing

verified

by

the

service.Users

can

like,

share,

andplatform,

which

includestheabilitytousethousandsoffilters,createavatars,andseefriends’locations,made

foradifferentkindofsocial

mediaexperiencealtogether.developedintoanonlineshopfrontfor

brandsandcompanies.Userscanlike,react,share,andcommentonothers’postsandvideos.comment

on

posts

with

text

orimages.

Tech

billionaire

Elon

Muskbought

the

platform

in

October2022

and

changed

the

name

fromTwitter

toX

in

July

2023.celebrityendorsements.6Making

connectionsOnlineactivitiesthatkeep

uscoming

backformoreSocial

media

platformsserve

asdialogues

ratherthan

monologues.Connecting

with

others

intheformofcomments,

likes,

and

shares

iswhatkeeps

people

coming

back.Discovering

brands

andonline

shoppingFollowing

influencers

andcontent

creatorsFacebookInstagramInstant

messagingFacebook,

Instagram,Snapchat,

TikTok,andX

are

the

social

media

market’s

fivemajor

players.

They

allhavemassiveaudience

sizes,which

are,forthemostpart,expected

to

continuetogrow

inthecoming

years.Interacting

(likes,comments,

shares,

etc.)Joining

groups

/communitiesSnapchatTikTokMicrobloggingOnlinegamingEachof

theseplatforms

hasdifferentfeatures,

yet

allsharetheabilityto

sendinstant

messages

and

follow

influencersandcontentcreators.Posting

andsharing

pictures

/short-form

videosPosting

temporary

pictures

/short-form

videosX(Twitter)ReadingnewsUploading

andwatchinglong-form

videos7Sources:The

numbers

don’t

lieTheevolution

ofuser

numbers(inmillion

users),

by

platform3,5003,0002,5002,0001,5001,000500Towering

over

the

other

major

platforms,Facebookhasaround

2.8billion

global

users.

Itis

projected

toremain

the

most

popularonline

networking

platformfortheforeseeable

future,reaching

over

three

billionusers

worldwide

by2027.

However,

notalltrajectoriesareas

straightforward

asFacebook’s.In2021,

TikTok

overtook

Instagraminterms

ofuser

numbers.

Now,

TikTok

sitscomfortably

aheadof

Instagram,with

anestimated

two

billionusers,compared

withInstagram’s

1.4

billionusers.Snapchat’sglobal

audienceisforecast

to

exceed

614million

users

in2024

and

is

expected

tosee

modestincreases

inthecoming

years.Thenumberof

X

users

isprojected

toincrease

fromaround430

millionin2024

tonearly

460

million

in2027.0201820192020Facebook202120222023*napchat2024*TikTok2025*2026*2027*InstagramX(Twitter)8Notes:Worldwide;

2018

to

2027;

*estimatesSources:Getting

social

has

never

been

so

easyFacebook,

Instagram,Snapchat,

TikTok,and

Xare

here

tostayforsome

timeThe

secret

ingredientCould

anewplatform

takeusbysurprise?Onesizedoesnotfit

allThefivesocial

media

platformseach

offer

somethingunique.There

are

manydifferent

ways

inwhichpeople

canutilizethese

services,

but

attheheart

ofsocial

media

lieshumanconnection

inone

formorWiththese

fiveplatformsbeing

sosuccessful,itis

hard

Millennials

and

Gen

Zers

are

notgoingtogiveuptheirtoimagineanew

competitor

knocking

anyofthemoffthe

top

spots.

However,

itis

worth

remembering

thatFacebook

beganasasmall

social

network

meantphones

anytime

soon,

andthe

social

media

landscapewill

evolve

duetoyounger

generations’

preference

formobile-first

internet.

When

itcomes

to

social

media,althoughthere

areclear

favorites

across

global

socialmedia

markets,

preferences

vary

greatly

bygenderandage

group.another.

Whether

itishavingdeep

conversations

with

exclusively

forHarvard

University

students.Two

yearsclose

personal

contactsor

making

new

friendswithsomeone

on

the

other

sideof

the

world,

social

mediaistheplaceto

doit.Butiseveryone

completelysatisfied

with

thesesocial

media

giants,or

is

thereroom

fornewcomers?afteritsrelease,

the

platformwas

accessible

toanyonewith

ane-mail

address,

settingthestageforwhat

would

eventually

bethe

world’s

largest

socialmedia

platform.

So,onething

is

forsure:

Onlinenetworks

are

here

to

stay.Thenextchapterfocuses

on

the

United

States,the

United

Kingdom,Germany,

China,

andJapan

–thecountries

thatinvest

the

most

insocial

media

advertising–toobserve

thedifferences

inthe

current

social

media

landscape.902User

demographics?

Usage

in

selected

countries,

by

platform?

Usage

among

women

inselected

countries,

bygeneration?

Usage

among

men

inselected

countries,

bygeneration?

Aview

of

the

world’s

biggest

playersPutting

social

media

on

the

mapSocial

media

usageinselected

countries

in2023,

byplatform77%Meta

Platforms’

social

networks

areclear

favorites

across

Western

markets.

Asof

2023,

Facebook

was

the

mostregularly

used

social

media

platformintheUnited

States,theUnited

Kingdom,andGermany.

Inallthreecountries,

Instagramwas

thesecond-most

popularplatform.56%56%U.S.UK34%32%45%75%TikTok’s

penetration

rateranged

from36

percent

to45

percent

intheU.S.,theUK,andGermany,

suggesting

itisnotyet

athreat

to

Facebook

andInstagram.25%36%36%TheU.S.was

the

country

where

Snapchatwas

most

popular,used

byathirdofthecountry’ssocial

media

users.66%60%IntheUK,36

percent

of

social

media

usersregularly

used

X,afigurethatdropped

to

21

percent

inGermany.GermanyChina20%21%38%InJapan,

XandInstagramwere

themost

popularsocial

media

services,

with

over

halfofthecountry’ssocialmedia

users

usingtheplatforms.

Snapchatwas

byfartheleast

regularly

used

platform.TikTok

was

regularly

used

by76

percent

of

social

media

users

inChina,

where

the

appisknown

asDouyin.

DuetoFacebook,

Instagram,Snapchat,

andXbeinginaccessible

because

of

regional

internet

restrictions,

thepenetration

rangeof

theseplatforms

wasless

than0.5

percent.76%29%23%55%57%TikTokJapan2%FacebookInstagramSnapchatX(Twitter)11

Notes:Sources:Worldwide;

2023;

data

forChina

is

notavailable

due

to

restrictions;among

respondents

who

use

any

kind

ofsocial

media

regularly;original

surveyquestion:

Whatsocial

media

platforms

do

youuse

regularly?GlobalConsumer

SurveyWomen

flock

to

InstagramSocial

media

usageamongwomen

inselected

countries

in2023,

byplatformand

generationFacebookInstagramSnapchatTikTokX(Twitter)Close

to80percent

offemaleGen

Zandmillennial

social

media

users

saidtheyregularlyusedTikTok

(Douyin).

Younger

users

areattracted

tothissite

bydancechallenges,

lip-syncing,

andentertaining

content.N/AN/AN/AN/A78%

77%57%

66%Facebook,

asitewidelyused

toconnect

close

friends

andfamily,

waspopular

among

babyboomer

women.Instagram,

whichfocuses

oninfluencer-type

content,

wasregularly

usedby86percent

offemaleGen

Zsocial

mediausers.80%

79%

76%86%67%68%58%14%27%66%12%

13%

17%

17%49%44%

57%3%10%40%19%2%Survey

results

showedfemale

social

media

users

were

notfansofSnapchat’s

temporarycontent

butweredrawn

toplatforms

thatgrant

room

fortext,

images,

andbrands.Younger

womenfavored

Instagram,

mirroring

thetrends

ofothermarkets.78%81%17%20%71%10%71%54%14%10%54%47%0%8%0%2%39%69%42%

46%28%

23%

34%20%39%49%Younger

femaleaudiences

preferred

Instagram,

Snapchat,TikTok,

andX.Facebook

stoodout

forhaving

thispattern

reversed.

TikTok

andSnapchat

were

less

regularly

usedbywomeninthebabyboomer

andGen

X

age

groups.90%85%

79%63%15%62%17%29%52%33%32%24%40%30%

37%Large

shares

offemale

GenZrespondents

regularly

used

TikTok

andInstagram,

similartothepatterns

seenintheUK.

Babyboomers

weredrawntoFacebook

more

thananyother

platform.88%

88%

85%62%61%

69%9%60%69%17%45%20%19%

35%20%

25%

30%BabyboomersGeneration

XMillennialsGeneration

Z12

Notes:Sources:Worldwide;

2023;

data

forChina

is

notavailable

due

to

restrictions;among

respondents

who

use

any

kind

ofsocial

media

regularly;original

surveyquestion:

Whatsocial

media

platforms

do

youuse

regularly?GlobalConsumer

SurveyMen

are

moving

away

from

Facebook

and

towards

appsSocial

media

usageamongmeninselected

countries

in2023,

byplatformandgenerationFacebookInstagramSnapchatTikTokX(Twitter)Amongmale

social

media

users,usage

ofTikTok

(Douyin)

ranged

from52percent

forbabyboomers

to77percent

for

GenZ.N/AN/AN/AN/A71%77%

77%52%Aroundthree-quarters

of

baby

boomer

menregularly

usedFacebook,

but

usage

steadilydecreased

throughout

theagegroups.

Instagram,

Snapchat,

TikTok,

andX

allsaw

theopposite,

withregular

usage

increasing

from

theoldest

totheyoungest

male

generations.74%

69%

67%72%17%55%8%50%57%43%35%

47%2%0%39%19%

27%17%

21%

28%

30%Facebook

usage

washighest

amongolder

male

generations,

contrary

to

Instagram

andTikTok.

Just

onepercent

ofmillennial

menregularly

used

Snapchat.

X

wasthemostpopularnetworkinJapan

amongmale

social

media

users

ofallages.55%65%2%1%5%13%17%53%

55%

59%67%43%

39%

37%35%

42%

47%21%58%21%

32%Amongmale

babyboomers,

Facebook

wasthego-to

service.

For

maleGen

Zsocial

mediausers,

Instagram

wasthemostregularly

usedplatform.80%

76%

73%10%54%14%16%50%52%4%5%46%30%

37%23%

38%37%42%41%41%25%36%Mirroring

theUK’s

survey

results,

Instagram

wasthemostwidelyused

platform

amongmaleGen

Zsocial

media

users.

X

attracted

anoticeable

share

ofmillennial

men,butthesitelostsome

appealamong

GenZmen.82%

81%

80%66%55%64%9%50%53%47%45%44%26%30%23%

35%BabyboomersGeneration

XMillennialsGeneration

Z13

Notes:Sources:Worldwide;

2023;

data

forChina

is

notavailable

due

to

restrictions;among

respondents

who

use

any

kind

ofsocial

media

regularly;original

surveyquestion:

Whatsocial

media

platforms

do

youuse

regularly?GlobalConsumer

SurveySocial

media,

gender,

and

generationsAview

of

theworld’s

biggest

playersAmericanbrands

forAmerican

audiencesFacebook

strugglesinJapanSocial

media

usersintheU.S.want

to

connect

with

friendsand

family,followbrands,andbeentertained.

Facebook,

thecountry’sbiggest

social

network,

wasregularly

used

by77

percent

ofusers.

Thesurvey

results

showed

thatwomen–mainly

millennials,Gen

Xers,andbaby

boomers

–are

ardentsocial

media

users.Instagramand

TikTok

were

themost

popularplatforms

forfemale

Gen

Zers.Xand

Instagramwere

the

most

usedsocial

media

platforms

inJapan.Surveyresults

showed

thatGen

Zdrives

thepopularityof

X

–themicroblogging

sitewasregularly

used

by71

percent

ofwomen

and67

percent

ofmen

intheagegroup.Facebook

usagewas

less

than30

percent,

muchlower

thaninother

partsoftheworld.

Snapchathadaremarkably

low

reach,suggesting

Japanese

audiencesarenotcaptivated

bythe

app’stemporary

image

concept.XandTikTokare

incompetition

intheUKTikTokismade

for

ChineseaudiencesTheUKturnstosocial

media

foronline

connections,

brandcontent,and

real-timeconversations.

Facebook

andInstagramwere

themost

usedsocial

platforms;

XandTikTok

were

level

inthirdplace.

Snapchatproved

popularwith

Gen

Z,

regularlyused

by62

percent

ofwomen

and54

percent

ofmen

intheagegroup.TikTok

(Douyin)

enjoys

ahigh

reach

across

generations

and

genders

inChina

duetoonlinerestrictions

inthecountry.

Incountries

where

there

are

no

restrictions,TikTok

hasalower

reach.

Takingfemale

millennial

social

media

usersas

anexample,

78

percent

useTikTok

inChina

compared

with

49

percent

intheU.S.,40percent

inGermany,

39

percent

intheUK,andjust20

percent

inJapan.There

wasavery

similarscope

among

millennial

men.German

audiences

want

brandandcreator

contentThesurvey

resultshighlightedthatGermany

is

lessenthusiasticaboutFacebook.With66

percent

of

social

media

users

regularly

logging

intothesite,itwas

thecountry’s

leadingsocial

platform,but

itsreach

was

notas

high

as

intheU.S.andUK.Even

thoughthevastmajority

of

Germans

are

aware

of

Facebook,

theplatform’s

popularity,loyalty,

and

buzzare

allmuchlower.14Sources:ID:109778503The

major

platforms?

Facebook:

Average

timespent

permonth?

Instagram:

Average

timespent

permonth?

Snapchat:

Average

time

spentper

month?

TikTok:

Average

time

spentpermonth?

X:Average

time

spentpermonthMaking

time

for

the

social

media

champFacebook

in

2023Averagetime

spent

peruserpermonth

usingtheFacebook

mobile

appon

Android

phones

in

2023Facebook

users

spentanaverage

of19

hoursand47

minutespermonthusingthe

platform’s

Android

app

between

JulyandSeptember

2023,

according

tofiguresbyData.aipublishedinDataReportal’s

digital2024

globaloverview

report.Inthe

fourth

quarterof2023,

Facebook

had

more

thanthreebillionmonthlyactive

users.Meta

confirmed

inFebruary

2024

thatitwill

no

longer

reportFacebook-specific

metrics.Withamarketplace,

events

page,and

gaming

space,Facebook

offers

something

foreveryone.

Inaddition,there

istheabilityto

create

privategroupsand

even

supportpodcastsontheservice,

soperhapsanoverall

reliance

on

this

one-stop

socialmedia

siteis

whatkeeps

users

engaged.19

hours,47

minutesHowever,

Facebook

ismostly

usedfor

keeping

intouchwith

friendsandfamily.Thesocial

platform

isespecially

usefulforolder

generations

toconnect

with

theirlovedones,

aspeople

often

share

photosand

major

lifeupdates.Totalmonthlyactiveusers:3.07

billion16

Notes:(1)

Worldwide;

July

1

toSeptember

30,

2023;

figure

does

notinclude

data

forChina;

(2)

Worldwide;

Q4

2023Sources:

(1)

Data.ai;DataReportal;Meltwater;

WeAreSocial;

(2)

Meta

Platforms;

ID:264810Dedicating

hours

per

monthInstagram

in

2023Averagetime

spent

peruserpermonth

usingtheInstagram

mobile

appon

Android

phones

in

2023ThetypicalInstagramuser

spent15

hoursand50

minutesper

monthusingtheapponAndroidphones

inthe

thirdquarterof

2023,

which

equates

to

around

halfanhoureach

day.Aspartof

Meta’s

third-quarterresults

for2022,

CEO

Mark

Zuckerberg

announcedthatInstagramhad

more

thantwo

billionmonthlyactive

users

–thiswas

thelastofficial

release

ofthefigurebythe

company.Instagramhasanexplore

page,which

was

introduced

tothe

appin2012.

Thefeature

provides

users

withcontent

recommendations

based

ontheirin-appactivity.Itscontinuousnatureaimsto

maintainuser

engagement

andfacilitatethe

discovery

of

new

content.15

hours,50

minutesInstagramoffers

variousways

to

interact

with

others.

Direct

messaging,

integratedinto

theapp

inDecember

2013,

offers

aninstant

message

style

ofinteractionbetween

users.

Still,users

canalsocommunicate

quicklyand

casually

viareactionstoStories

and

Reels.Totalmonthlyactiveusers:>2billion17

Notes:(1)

Worldwide;

July

1

toSeptember

30,

2023;

figure

does

notinclude

data

forChina;

(2)

Worldwide;

October

2022Sources:

(1)

Data.ai;DataReportal;Meltwater;

WeAreSocial;

(2)

Meta

PlatformsLooking

for

a

good

timeSnapchat

in

2023Averagetime

spent

peruserpermonth

usingtheSnapchatmobile

appon

Android

phones

in

2023Despite

Snapchat’ssuccess

among

younger

audiences,

itfailsto

capturetheattentionof

users

forlong

periods.

Theaverage

Snapchatuser

spentaroundthreeandahalfhours

permonthontheplatform’s

Androidapp,the

shortest

timeofthe

fiveanalyzed

social

networks.Thecompany

announced

ithad

414

milliondailyactive

users

inthefourthquarterof

2023,

ayear-on-year

increase

of10

percent.Thedisappearing

imagemodel

of

Snapchatisclearly

appealingto

users,

but

theyonly

stayon

the

platformforashort

time

compared

with

itsrivals.

Thissuggestsapreference

forusers

who

appreciate

more

polished

andedited

content.3hours,33

minutesAlthoughthe

appdoes

not

keep

users

entertained

forhours,itis

clearthere

isaspaceinthemarket

forpoststhatdisappearautomatically.

Itappearsthatusersenjoy

usingfilters,lenses,

andstickers,

but

they

donotwant

this

todefinetheironlineprofile.

Furthermore,

itispossible

thatyoung

consumers

mayfindthisplatformappealing

becausetheirparentsdonotuseit,

similar

to

TikTok.Totaldailyactiveusers:414

million18

Notes:(1)

Worldwide;

July

1

toSeptember

30,

2023;

figure

does

notinclude

data

forChina;

(2)

Worldwide;

Q4

2023Sources:

(1)

Data.ai;DataReportal;Meltwater;

WeAreSocial;

(2)

Snap

Inc.;ID:545967Time

just

tik-toks

away

when

you'rehaving

funTikTok

in

2023Averagetime

spent

peruserpermonth

usingtheTikTok

mobile

appon

Android

phones

in

2023TikTok

users

spent34

hoursper

monthon

the

platform’s

AndroidappbetweenJulyandSeptember

2023,

the

longest

timeof

the

fiveanalyzed

social

networks

–users

spentaround

14

hourspermonth

more

on

TikTok

than

on

Facebook.According

tothe

findings,dailyscreen

time

onTikTok

was

over

anhour.Aspartof

TikTok’s2024

trend

report,

the

company

saidithas

aregularaudienceofoveronebillionpeople.TikTok

ispopularwith

younger

audiencesandcontent

creators

–halfoftheapp’screators

were

agedbetween

18

and24

years

in2022.

Therefore,

itis

interestingtonotethatusers

areless

likely

toencounter

theirparentson

TikTok

than

they

areon

Facebook.34

hoursTikTok

istheperfect

mobile

entertainment

for

Gen

Z.

Theapp’s“For

You”

feed

usesanalgorithmthatmatches

what

contentis

shown

to

each

user.

Thisdesign

ensuresthatusers

remain

engaged

forextended

periods

of

timebyproviding

themwithcontent

thatalignswith

theirmost

frequent

interactions,

suchasvideos.Totalmonthlyactiveusers:>1billion19

Notes:(1)

Worldwide;

July

1

toSeptember

30,

2023;

figure

does

notinclude

data

forChina

(i.e.,data

forDouyin);

(2)

Worldwide;

December

2023Sources:

(1)

Data.ai;DataReportal;Meltwater;

WeAreSocial;

(2)

TikTok;

Text:InfluData;

WeCreate;

ID:1257721Users