This was first published November 12th, in our weekly newsletter Apptopia Insight. To receive insights like this weekly, sign up here.
- PINS user growth is WAY better than peers
- US trends for PINS have turned better
- TikTok, meanwhile, has a major DAU problem
We are approaching the halfway point in the quarter and earnings season is done, meaning it is time to look for developing 4Q trends in our data. There is no better place to start than Social Media apps, and immediately PINS jumps out to us. Check out its worldwide DAU growth this quarter:
No other app is anywhere near its consistent double-digit growth rate. Snapchat comes the closest, consistently adding users in the low-to-mid single digits, followed by Facebook in the very low single digits (but consistently positive). Meanwhile, notice the weakness in TikTok. TikTok is shedding DAUs at a high-teens rate YoY. Whoever ends up buying this app in the US needs a “buyer beware”!
PINS growth is not all India.
The next question is where the growth in PINS DAUs is coming from. I think you could all guess that it is coming from India. However, US DAUs accelerated from +2% YoY in October to +4% YoY in November. This is certainly a positive turn of events for PINS. If SNAP can monetize its larger but slower-growing
TikTok might be losing to META.
Back to TikTok for a second. I’m sure the question on your mind is “where are all those TikTok users going?” We can answer that specifically, so please reach out. In lieu of the exact answer, however, here is a hint. There is a definite uptrend in TikTok users also using Facebook and Instagram. In the case of Facebook, it is a long-term, steady trend. For Instagram, it seems like that app is winning back TikTok users it lost since March.
