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TikTok’s usage is slowing down and TikTok Shop might be to blame
What it is: While TikTok’s growth continues to be positive, new data from Sensor Tower has revealed that the app’s growth is slowing down. In 2022, the app’s monthly active users grew an average of 12% year-over-year but fell to 3% per quarter in 2023. This change has coincided with TikTok’s launch of the TikTok shop, a feature that allows virtually anyone to receive commissions when promoting a product on their page. While TikTok Shop has proven to be highly successful and lucrative for brands participating in it, it appears it has turned off users who feel like they are being bombarded with ads and content they can’t no longer trust.
What brands can learn: Brands shouldn’t be alarmed by TikTok’s declining growth. At least not yet. The platform continues to be preferred for video content over Instagram Reels. However, it is important to have this decline in mind whether your brand uses the TikTok Shop feature or not. With growth being stagnant on the app, this will most likely also affect a brand’s followership growth, engagement, and reach. It also opens the possibility of Instagram Reels becoming more sought out by users wanting to escape the QVC-like nature that they now experience on TikTok.
Examples: 1, 2, 3
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