I get the feeling TikTok has played themselves. Their format is super addictive, and it works, but the problem is that with something super addictive people lose interest sooner.
It's not an actual drug so you can't just keep upping the dosage. I don't have the internal metrics and I'm sure they are still making gains, but I think their wave is going to be much smaller than Facebooks.
It's still very popular of course but just judging by the number of times phones have been shoved in my face to watch a tiktok at social events recently vs a year ago I have to feel their is some level of decline. I also notice that even the younger crowd isn't using it as much.
It seems to me that right now the most popular thing is sharing videos, both 3rd party and original within various group chats.
I think there is social media platform overload, and the best way to keep in touch with people that actually matter to you and be sure they see your content is having group chats where you share things and then talk about it. Just my anecdotal observation, I'm probably wrong.
It seems similar to the resurgence of piracy now that there are 50+ different streaming apps.
