Respondents leaned heavily into apps owned by Facebook and Google, which together own five of the ten social platforms included in Sprout Social's survey on 2020 marketer adoption.
Newcomer TikTok was fairly low on the list of platforms marketers plan to adopt this year, with just 22% of respondents saying they wanted to use the app more. TikTok's user base is growing quickly — it set an app download record last quarter — but the platform has yet to"I put Snapchat and TikTok almost into the same bucket," Paul Marobella, chairman and CEO of Havas Creative North America,in April.
Marketers and consumers who responded to the survey diverged the most on their interest in Twitter and LinkedIn, where fewer consumers said they intended to invest more time this year.