TikTok in Italy: + 400% in one year thanks above all to the youngest

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September 19, 2020 "The rising star is TikTok which has conquered 3.6 million people in just a few months, with an annual growth rate of 388%. Of course, these are underestimated figures because they do not include the typical audience of the service, that is minors. who use it from mobile devices ", wrote the social media analyst Vincenzo Cosenza (vincos.it) last February, based on Nelsen-Audiweb data for 2019.  

An even more impressive growth than the ByteDance app was detected by ComScore, which points out that, considering only the adult population, in July 2020 in Italy TikTok reached eight million visitors, registering a growth of 377% compared to the same month of 2019.

According to ComsCore (a measurement and analytics company based in the United States, also present in Italy), TikTok has become the fourth app in Italy for total time spent, up 464% compared to July 2019, with an average per adult visitor of 13 minutes a day.

In the 18-24 group the phenomenon is even more pronounced: almost half (48%) of young people accessed TikTok during the month of July 2020, while the time spent on the app by this demographic grew by 487%.

In conclusion, for young people 18-24 TikTok represents the most used social network in Italy for average time spent, with an average per visitor of 24 minutes a day.

Last June, TikTok announced in a post some elements that allow us to understand how the algorithm suggests videos to users, in order to retain and retain them.

In Vincenzo Cosenza's analysis, "for each published video, the system makes a specific selection for each user" based on parameters - post interactions, user activity, viewing time, video information (metadata), settings of the device used and the account "and a weight that it attributes to each, obviously secret. Who is not registered, when opening the app, will see recommended videos only on the basis of weak factors such as country (IP address) and type of device. "

There would be two elements that differentiate TikTok's algorithm from that of the competition: the number of followers and the success of a video are not considered direct factors by the recommendation system.

Furthermore, occasionally videos are reported that do not correspond to the user's interests or that do not have many likes, to induce curiosity.