The continuous uncertainty round TikTok’s future could have offered a giant enhance 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 May 2019, when it had then seen 41.2 million new installs.
May 2019, nevertheless, was an outlier in Snapchat’s historical past. The solely different month, apart from May 2019, the place Snapchat had seen extra month-to-month downloads than it did in August was December 2016, Sensor Tower information signifies.
Based on the agency’s findings, Snapchat downloads had been up 29% year-over-year in August 2020 in contrast with 9% progress in July.
It’s unclear what mixture of tendencies or modifications could have formed Snapchat’s obtain information over the previous month.
But one vital space of curiosity within the social apps house has been the continuing information round a doable TikTok ban within the U.S. News protection of the ban already had a notable affect on the app shops’ high charts in latest weeks. Earlier in August, numerous direct TikTok opponents — together with Likee, Byte, Dubsmash, Triller and others — noticed sizable will increase in weekly energetic customers within the U.S. But none have grown to the purpose the place they’re an apparent shoo-in to take TikTok’s place if the Chinese-owned video app is banned from the U.S., per Trump’s government order.
It’s been tougher, nevertheless, to pinpoint how bigger TikTok opponents — 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 and so they recurrently add new options which may affect downloads and utilization. For instance, Instagram in latest weeks has been increasing options round dwell streaming, buying and debuted its personal TikTok various, Reels.
Though 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 characteristic that will enchantment to TikTok customers. The characteristic, as a consequence of arrive this fall, will enable customers to set their Snaps to music, just like TikTok. Snap additionally confirmed it has offers in place with high music trade companions, together with Warner Music Group, Warner Chappell, Universal Music Publishing Group, NMPA writer members, Merlin and others, who’ve licensed their content material to be used within the Snapchat app.
In addition, Snapchat in late July turned on a brand new characteristic referred to as “Minis,” that are principally light-weight, simplified variations of apps that dwell inside Snapchat’s chat part. The apps, constructed utilizing HTML, enable customers to have interaction with a spread of duties — like shopping for tickets, meditating with Headspace, collaborating with associates, and extra — with out having to go away the app.
Snapchat has been benefitting, too, from a distinguished place on the App Store. Apple at the moment has it featured in an editorially curated checklist of app options referred to as “New to iPhone?” which is on the App Store’s “App” homepage. The assortment, which you don’t even must scroll down to seek out, recommends apps that first-time iPhone customers will need to obtain.
Other bumps in downloads could possibly be attributed to elevated advertising spend, as is frequent amongst bigger app publishers. Snapchat, nevertheless, isn’t commenting on what, particularly, could have modified in August.
And possibly it was simply these 66.Four 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 via August 26th. When the remaining days of August are additionally finalized, there could also be some modifications to the ensuing numbers. But these modifications will doubtless be minor, at greatest.
These figures had been additionally initially reported by one among Sensor Tower’s monetary providers prospects in an analyst word. They weren’t publicized by Sensor Tower’s information reporting crew. But the corporate confirmed the information’s accuracy with TechCrunch.
Snapchat, as of its Q2 earnings in July, reported its each day energetic customers had grown to 238 million, up practically 4% from the 229 million the corporate reported in April. The firm received’t touch upon the brand new obtain information.