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TikTok does not recall TikTok Shop content, but that may not matter for the time spent

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The news: Time spent on Tick ​​tock is slowing, but not necessarily because of TikTok Shop, according to our March 2024 US Social Commerce Survey.

Why it matters: Reported that the increase in TikTok Shop content caused users to limit usage or Reduce new registrations have been widely used since TikTok Shop's US launch in September 2023.

Overheard: “We’re trying to establish ourselves as an e-commerce juggernaut,” said Marni Levine, head of TikTok Shop US Operations, SMB The information's Creator Economy Summit on Tuesday. She added that TikTok is “not considering recalling the Shop content.”

  • User frustration over new features has occasionally caused other social platforms to back down. In 2022 Instagram Fullscreen Reels were temporarily reset and recommended content was reduced after users complained.

Based on the numbers: Many users say they have increased rather than decreased their TikTok usage since launching TikTok Shop.

  • Nearly two-thirds (62.5%) of US TikTok users noticed a change in shopping-related content in the six months prior to our survey.
  • Almost all (91.7%) respondents who noticed a change reported their TikTok usage either increased or remained unchanged over this period, with 70% reporting an increase.

Be smart: Respondents to our survey did not indicate whether the change they saw in shopping-related content was an increase or a decrease. However, since the survey period coincided with TikTok's aggressive trading activities, it is difficult to imagine that the latter would have been the case.

Zoom out: Time spent on TikTok is stagnating and new user growth is slowing anyway. Given this, the downward trend is natural 107.8 million US consumers already use the app every month and spend an enormous amount of time there.

  • We expect US adult users will do this Spend 54 minutes on average every day in 2024 on the app. This is significantly more time than users spend on any other social app.
  • Our forecast excludes it teenager. As of October 2023, 17% of U.S. consumers ages 13 to 17 said they use TikTok “almost constantly,” up 1 percentage point from May 2022, according to the Pew Research Center.

Taking this away: There are too many variables at play to say what long-term impact TikTok Shop will have on user engagementand usage trends can fluctuate significantly over short periods of time.

  • Marketers should take user concerns seriously, but also keep in mind that users' initial fear of new features tends to fade. Some users who were put off by the heavy viewing load on TikTok Shop in Q4 2023 said they were returning to normal use of the app.
  • There are many reasons why users continue to spend time on TikTok regardless of their feelings about TikTok Shop, including: longer, more episodic videos. On the other hand, there are many other reasons to limit usage, such as privacy concerns and general social media fatigue.
  • Still, TikTok must find a balance between pursuing its e-commerce ambitions and maintaining its core user experience as the company enters a period of much more modest time growth.