TikTok appears poised to continue its growth momentum well into 2022, with the short-form video app topping the download charts on Christmas Day, while virtual reality and the broader metaverse shift also saw some important indicators. consumer in the latest data from the app tracking company App Annie. .
First of all, in the general downloads, as you can see from the following chart, gGlobally, TikTok led the way at Christmas, ahead of Instagram and Facebook.
Snapchat also remained popular, along with major messaging apps, while Shopee, a key e-commerce platform in Southeast Asia, also gained momentum among consumers.
TikTok’s editing app CapCut also made the top 10, further underscoring the app’s popularity, and with projections that TikTok will hit 1.5 billion users sometime in 2022, it’s pretty clear that now is the top app of choice, especially for young users, which is a major change that all social media marketers should notice.
If you don’t have a TikTok strategy now, whether it’s just for listening and monitoring the latest trends, or for wider advertising and outreach, it’s clearly time to give it some additional consideration.
But perhaps even more interesting are the trends reflected in the region-specific download charts, especially in the US:
According to the Annie app:
“In the USA, Oculus was # 1 for downloads on Christmas Day when Americans unwrapped the new Oculus virtual reality (VR) headset under the tree. This builds on the growing trend for metaverses and immersive experiences. “
The broader metaverse shift, as envisioned by Meta CEO Mark Zuckerberg, will likely take place in virtual reality, so it is important, then, that Meta sees a greater acceptance of its VR headsets, to mark the start of the next stage of digital connection. If Meta can own the VR space, it can effectively own the metaverse itself and become the key hosting platform that other developers will need to align with to connect with users in this expanding new world of opportunity.
We haven’t got there yet, and what the metaverse will be, exactly, is undefined, as such. But the wider adoption of Meta’s VR tools is a significant indicator of growing interest.
And as one market analyst recently noted:
$ FB is an excellent Oculus app from re-rating.
– Abandonment of Wall St. (@WallSt_Dropout) December 27, 2021
A great VR app that drives viral and functional trends, and you’ll see the VR momentum accelerate rapidly, leaving the current metaverse discussion of NFTs and similar early adopter trends in the dust.
Could Grand Theft Auto VR be that killer app?
Another key highlight on the US list is the popularity of the MMO game Roblox, which, like Minecraft, has become an enduring platform for young gamers.
However, a particularly important trend to watch out for in the case of Roblox is that it has also become a key social connector for young users, who have been deprived of face-to-face interaction in the last two years due to the pandemic. That could make it an even more integrated and critical social tool, as well as a gaming and recreation platform, effectively laying the foundation for what the future metaverse structure will be.
In-game spending on character skins and digital goods is also high on Roblox (Roblox was the top game for consumer spending on Christmas Day globally), and for the next generation of consumers, this is already normal and habitual behavior, which points to where the trend is heading in the next decade, as these young people move into adulthood.
If you want to get an idea of what the metaverse will be, in a basic framework, Roblox is the best indicator, with a wide range of user-generated and creator-contributed elements that are integrated into the broader world of the game, that of Users then inhabit for hours on end each day.
The pandemic has driven this and it is now a key platform to keep an eye on. And while I would expect the larger metaverse to be much more advanced, the platforms and vendors that will win are those looking to create tools that plug into the larger metaverse structure, not those that offer unique profile images or 2D digital art. that has no direct connection to space.
In this regard, apps like ‘Ready Player Me’, which focuses on creating multi-platform enabled avatars, and hosting platforms like Meta’s VR space, is where people really should be looking. If next-gen developers don’t have a plan or roadmap that involves building the protocols of the largest hosts and networks, then they don’t have a metaverse plan at all. And even then, it is too early to know what the universal schematics and requirements will be to truly be ‘metaverse ready’.
In other words, if you want to understand the next stage of the digital connection, don’t look for Bored Apes images and pixelated characters, look for platforms like Roblox, where young users are already setting the new norms of the future space.
You can check out the full overview of the Annie app Christmas download here.