It was only a matter of time before TikTok users surpassed YouTube users in monthly watchtime in the US, and according to a recent report from app analytics firm, App Annie, the time has come.
Nearly 70 percent of TikTok users are under the age of 39, and it seems that young people have taken a liking to TikTok’s short video format. For Independent schools catering to a young audience, these recent statistics are important to consider. Schools have to stay current and adjusting your school’s social media strategy is an important part of that. Very few schools maintain a relevant TikTok presence, but most have a Twitter presence. However, the impact on part of your target audiences is by a big factor bigger on TikTok.
TikTok first overtook YouTube last year in August, however, starting this year in June of 2021, TikTok users are reported to be watching over 24 hours of content per month, compared to YouTube users watching about 22 hours per month. In the United Kingdom, the difference is way larger, with TikTok users watching 26 hours of content per month and YouTube users only watching 16. The current App Annie statistics only show data from Android users, and it is unclear whether iOS users also follow this trend.
Despite the recent statistics, YouTube is still ahead in time spent overall, and still has over 2 billion users while TikTok sits at about 700 million. On Androids, the time spent on “Social and Entertainment Apps” throughout the first half of this year has been ranked as YouTube, Facebook, Whatsapp, Instagram and lastly TikTok. It is important for independent schools to continue to follow along with these trends and start utilizing TikTok as a form of marketing, as it grows in popularity. If you are interested in learning more about how your school could or should utilize TikTok, contact us here.