Instagram Declining and the Rise of… TikTok?
Jason Davis — October 18, 2019 If you Google “Instagram Declining” you’ll discover a new topic starting.
This happens it seems every few years. One thing declines as another potential replacement arrives.
I was asked recently about how to increase followers on Instagram, and myself thought, why? It’s declining right? Well, hold on.
Is Instagram Declining?
According to search engine journal there is a decline of Instagram engagement. It could mean that yes Instagram could become a thing of the past. But not soon.
Here’s a graphic from the study:
The maximum average engagement rate year to date for this selection of branded accounts was 1.54% on April 15, 2019. The minimum engagement rate was 0.8% on June 23, 2019.
Instagram Study by Truthinsight.ai
Brands are not having a great time (or users), right now getting engagement. Instagram has not updated their API, or done something to give a sign as to why this is happening.
Watch Gary Vaynerchuk talk a bit on TikTok and instagram (warning language):
Gary Vaynerchuk discusses that Instagram’s organic reach is done. He’s not wrong. My opinion is that Facebook has been finished with Brands as well, but yet brands still don’t spend enough money on ads. Which is about the only way left to reach your audience there.
So Enter TikTok
A new platform, that is not a new idea.
Years ago do you remember The Vine? It’s like that.
The Vine created massive content from creators, and made a lot of internet famous people. When Vine shut down, those creators went back to YouTube, or whatever platform they began from.
The point is, it was not a monetary investment for them, but their time. The average user on TikTok spends 52 minutes on the app per day!
Rise and decline of social media platforms platforms from 2003 thru 2019.
Amazing how visual data brings things into perspective.
Time is the new Money
How much can you invest?
Companies are internalizing social media management roles, and other creative positions.
However, this has a problem that will show up. These are typically people that are new to these roles. Moreover, these are roles that are not on teams like an agency.
Rare cases there are 2 or 3 on staff on social teams, but not at small firms with less than 10 employees.
That means collaboration meetings don’t happen within the brands walls, but that person has to go on other social channels, and research new creative ways to post to reach your audience.
More About TikTok
TikTok takes time, creativity, and a lot of effort to find ways to reach an audience. Once you find an audience, you can then have that creative just mass produce content on whatever platform you want.
Keep in mind that TikTok has no ad placements (yet), or advantage for brands other than awareness.
What trends, or platforms, are you seeing rising or declining? Are you a Gary V fan?
Let me know in the comments below.
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