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Marketers are on the prowl for the next big social media platform. They鈥檙e eyeing names like BeReal, Lemon8, and Zigazoo, but so far, no platform has gained users the way TikTok did. 鈥淯nderstanding why certain apps surge and why some ultimately fizzle is vital to keep up with changing social user trends and behaviors,鈥� said our analyst Jasmine Enberg. We took a closer look at what marketers are watching.

Usage on mainstream platforms trails the rest of Canada鈥攅xcept for Facebook Messenger usage. There鈥檚 a sizable gap between Quebec and the rest of Canada. Instagram, LinkedIn, Twitter, Snapchat, WhatsApp, and Reddit accounts aren鈥檛 as common in the province, according to an August 2022 Leger and Ressac poll. But Quebec is ahead of English Canada in Messenger adoption.

Pinterest was seen as the safest social media platform in the US last year, though the percentage of users who held that view declined from 2020 (51% versus 41%), according to our 鈥淯S Digital Trust Benchmark 2022鈥� report. Meanwhile, Facebook was where the lowest percentage of users felt safe, down to just 26% in 2022.

But TikTok, Snapchat, Reddit, and Instagram are also growing in popularity. 鈥淭he number of [boomers] who regularly use video-based apps is climbing,鈥� said Tyler Ashe, senior trends analyst at GWI. On average, US consumers will spend 49 minutes a day watching social video in 2024, a 5.8% increase YoY, per our June 2023 forecast.

So it'll be an add on to Spotify as paid tier, as at least according to one Reddit user, hi, pixely, who has been digging through code samples, and noticed that a new add on could feature lossless audio advanced library filtering by mood or genre headphone optimization, or song modification features. So people that get music Pro and tack it on will have access to all that stuff.