Audience is growing. More users on Facebook, Instagram, TikTok

Publication date: 03 Feb 2019

Instagram Stories audience reached 500 million

Instagram Stories has become an integral feature of the platform, now amassing over 500 million daily viewers. This means nearly half of Instagram’s global user base, which surpassed 1 billion active users in 2018, is actively engaging with Stories daily. According to Facebook CEO Mark Zuckerberg, the consistent growth of Stories highlights its role as a powerful tool for social connection and expression. With a format that encourages sharing snippets of daily life, Stories has effectively changed the way people interact on social media, allowing for more spontaneous and authentic content sharing. Looking ahead, Facebook has plans to further enhance the Stories experience, introducing new features to make daily interactions richer, more creative, and even more aligned with user needs.

This growth trajectory not only solidifies Instagram Stories as a significant player in digital engagement but also offers a fresh landscape for advertisers and content creators. With Instagram’s dedication to refining this feature, Stories has become essential for brands, influencers, and businesses aiming to reach audiences in a more informal, authentic way. In 2019 and beyond, the introduction of advanced tools and enhancements promises to make Stories an even more valuable medium, influencing both social media trends and marketing strategies.

Facebook’s Daily Active Users Surge to 1.52 Billion

Facebook itself has also seen notable growth in its user engagement, reporting 1.52 billion daily active users (DAUs) as of the past year, marking a 9% year-over-year increase. The platform’s monthly active users (MAUs) have similarly grown by 9%, reaching 2.32 billion globally. This consistent expansion reflects Facebook’s ability to maintain its relevance and adapt to changing user preferences, with more than 2 billion individuals accessing Facebook-owned services such as Instagram, Messenger, and WhatsApp every day. These interconnected services create a vast ecosystem, enhancing cross-platform connectivity and expanding Facebook’s overall influence.

Financially, 2018 marked a milestone year for Facebook, with net income reaching a record-breaking $22.11 billion—a significant rise from $15.93 billion in 2017. The fourth quarter alone saw $6.68 billion in profit, emphasizing the platform’s continued profitability amid challenges and increasing competition. As Facebook integrates new features and further refines its algorithm, the platform aims to deepen user engagement and provide a seamless experience across its family of apps. This growth signals Facebook’s role not only as a social network but as a central digital ecosystem, vital to both individual users and businesses seeking wide-reaching audience access.

TikTok Expands Global Reach with 800 Million Daily Users

TikTok, the fast-growing platform known for its short-form videos, has made substantial headway, reporting 800 million daily active users by the end of 2018. With a user base spanning multiple regions, TikTok has become especially popular among younger demographics, who are drawn to its unique content style, trending challenges, and high-energy atmosphere. In its latest advertising pitch deck, TikTok disclosed region-specific data, showing robust user engagement across major markets. For example, in the UK, the app counts over 3.7 million monthly active users, who collectively generate around 5 billion monthly video views. France and Germany have similar engagement levels, with more than 4 million monthly users each.

TikTok’s expansion has also attracted brands seeking to leverage its massive reach. The platform’s appeal lies in its ability to foster creative, interactive content, enabling companies to connect with consumers in ways that feel authentic and engaging. The app’s green screen feature, for instance, has already amassed over a billion views under the #greenscreen hashtag, demonstrating TikTok’s capability to launch viral trends. With new functionalities in development and an ever-growing audience, TikTok is well-positioned to become a staple platform for digital marketing and user-generated content, particularly among Gen Z audiences. As TikTok continues to grow, it is likely to redefine digital engagement standards, challenging competitors and creating fresh opportunities for brands and users alike.