For the first time in the last 20 years, Google wasn’t the most popular web address in a year – the title now belongs to TikTok.
The social video app owned by ByteDance has been a key digital platform for a while now. Gaining popularity during the pandemic, TikTok is now an opinion-maker of its kind and a go-to solution for targeting the younger generation, Gen Z.
According to Cloudfare, TikTok gained (and remained) number one in the global ranking on August 10, 2021. Before that, it was a back and forth battle with Google, but since then, the video app has mostly taken the lead.
Even though Google managed to come first again a few times, it didn’t win for the holidays. On Black Friday, TikTok rose again – a key fact for e-commerce businesses that rely on Google during the holidays shopping spree.
In comparison, TikTok was number seven in ranking after Google, Facebook, Microsoft, Apple, Netflix and Amazon in 2020.
The app now has more than 1 billion monthly active users and doubled down on privacy, ad measurement and commerce, so it isn’t surprising that brands and marketers are getting more comfortable with advertising on it. The fact that the number of consumers exposed to ads nearly doubled, going to 37% this year, also helps.
After managing to surpass the potential ban in the U.S last year, TikTok continued attracting users and gaining more downloads. It became the first non-Facebook mobile app to surpass 3 billion downloads.
While staying in touch with its users and adapting to changes such as the return of longer videos, TikTok might have the potential to become a leader in the advertisement in the future.
The Year’s Winners By Cloudfare
Top 10 — Most popular domains (late) 2021
Top 10 — Most popular social media domains (late) 2021