TikTok is predicted to continue its growth spurt in the UK, although it will be a little slower over the coming years, according to eMarketer’s latest forecast.
The popular video app grew its user base 205.3% in 2019 bolstered by huge numbers of teens and children joining.
For 2020, it’s predicted to increase its user base by 67% to 8.12 million people and in 2021 the app could surpass 10 million, growing 25%.
However, by 2022 growth will slow to single digits as the app becomes saturated.
“TikTok had a breakout year in 2019, and it is incredibly popular among teens at this point,” explained Debra Aho Williamson, eMarketer principal analyst. “Some are spending multiple hours per day on the app, which is a testament to the incredible stickiness of its scrolling video format. But it has yet to develop a strong following among older generations.”
In 2019, 20.2% of UK social network users will make use of TikTok at least once a month.
“This year, we expect new entrants like Firework and legacy players like Instagram and Facebook to take on TikTok,” said Williamson. “Instagram is a particularly large threat; it recently added new tools to its Boomerang looping-effect feature that mimic similar features on TikTok.”
But eMarketer warns that several issues are stifling its growth including growing competition and the fact that the app isn’t widely monetising. In addition, TikTok faces growing calls for investigation of its privacy and safety.
“Properties like TikTok are supporting and creating new forms of self-expression, and brands want to tap into that,” added Williamson. “It’s an experiment for many marketers. In many ways, TikTok is where Facebook was in the late 2000s, and where Snapchat was three or four years ago.”