The continuous uncertainty round TikTok’s future could have supplied an enormous increase to Snapchat in August. Or possibly it was simply the Disney eyes filter that went viral. In any occasion, preliminary estimates from app retailer intelligence agency Sensor Tower point out that Snapchat’s cell app throughout each iOS and Android noticed roughly 28.5 million new installs final month — its single largest month for first-time downloads since Might 2019, when it had then seen 41.2 million new installs.
Might 2019, nonetheless, was an outlier in Snapchat’s historical past. The one different month, in addition to Might 2019, the place Snapchat had seen extra month-to-month downloads than it did in August was December 2016, Sensor Tower information signifies.
Based mostly on the agency’s findings, Snapchat downloads had been up 29% year-over-year in August 2020, in contrast with 9% development in July.
It’s unclear what mixture of traits or adjustments could have formed Snapchat’s obtain information over the previous month.
However one vital space of curiosity within the social apps area has been the continuing information round a attainable TikTok ban within the U.S. Information protection of the ban already had a notable affect on the app shops’ high charts in latest weeks. Earlier in August, quite a few direct TikTok rivals — together with Likee, Byte, Dubsmash, Triller and others — noticed sizable will increase in weekly energetic customers within the U.S. However none have grown to the purpose the place they’re an apparent shoo-in to take TikTok’s place if the Chinese language-owned video app is banned from the U.S., per Trump’s government order.
It’s been harder, nonetheless, to pinpoint how bigger TikTok rivals — like Snapchat and Instagram –had been impacted by the information of a TikTok ban. These broader social apps have a tendency to repeatedly develop on a month-over-month foundation they usually often add new options, which may affect downloads and utilization. For instance, Instagram in latest weeks has been increasing options round stay streaming, procuring and debuted its personal TikTok different, Reels.
Although not a direct TikTok rival, Snapchat has additionally been working to draw the identical younger demographic that now favors the short-form video app.
This month, Snapchat introduced its plans to launch a brand new music-powered function that may attraction to TikTok customers. The function, resulting from arrive this fall, will permit customers to set their Snaps to music, just like TikTok. Snap additionally confirmed it has offers in place with high music business companions, together with Warner Music Group, Warner Chappell, Common Music Publishing Group, NMPA writer members, Merlin and others, which have licensed their content material to be used within the Snapchat app.
As well as, Snapchat in late July turned on a brand new function referred to as “Minis,” that are mainly light-weight, simplified variations of apps that stay inside Snapchat’s chat part. The apps, constructed utilizing HTML, permit customers to have interaction with a variety of duties — like shopping for tickets, meditating with Headspace, collaborating with mates and extra — with out having to go away the app.
Snapchat has been benefiting, too, from a distinguished place on the App Retailer. Apple at the moment has it featured in an editorially curated listing of app solutions referred to as “New to iPhone?” on the App Retailer’s “App” homepage. The gathering, which you don’t even should scroll down to seek out, recommends apps that first-time iPhone customers will wish to obtain.
Different bumps in downloads could possibly be attributed to elevated advertising spend, as is widespread amongst bigger app publishers. Snapchat, nonetheless, isn’t commenting on what, particularly, could have modified in August.
And possibly it was simply these 66.4 million TikTok movies tagged #disneyfilter that gave Snapchat a bump this previous month!
Sensor Tower’s new Snapchat information is taken into account preliminary as a result of it’s solely been finalized by means of August twenty sixth. When the remaining days of August are additionally finalized, there could also be some adjustments to the ensuing numbers. However these adjustments will possible be minor, at finest.
These figures had been additionally initially reported by one in every of Sensor Tower’s monetary companies clients in an analyst word. They weren’t publicized by Sensor Tower’s information reporting workforce. However the firm confirmed the info’s accuracy with TechCrunch.
Snapchat, as of its Q2 earnings in July, reported its day by day energetic customers had grown to 238 million, up almost 4% from the 229 million the corporate reported in April. The corporate gained’t touch upon the brand new obtain information.