Social Media Update Q2 2021

Key Monetization and Product Developments From Facebook, Instagram, Snapchat, Twitter—and Now, TikTok

About This Report
This quarter, we are adding TikTok to our social media update series, which analyzes key developments for marketers from the major social platforms.
Table of Contents

Executive Summary

This is the latest installment in an ongoing series of updates for the major social media platforms. The goal of each report is to provide a summary of key developments and what they mean for marketers.

How much has TikTok’s user base grown around the world?

A lot. While user growth will fall from its peak in 2020, each of the 23 countries for which we forecast TikTok users will still experience double-digit user growth in 2021.

What are the major monetization developments for TikTok in Q2?

TikTok is already a leading venue for influencer marketing and has continued to build on its ad business, rolling out Lead Generation ads. It also partnered with L'Oréal for a test of its new social commerce tools.

What are the biggest developments in social media in Q2?

Instagram said it’s “no longer a photo-sharing app” and instead is focusing on four new priorities: creators, video, shopping, and messaging. Facebook launched newsletter platform Bulletin and Nextdoor-competitor Facebook Neighborhoods. Twitter started rolling out subscription service Twitter Blue, as well as its tipping feature, Tip Jar. TikTok is taking on YouTube with new 3-minute videos, and Snapchat got serious about creators, introducing gifting and a creator marketplace, among other features.

What are the latest changes to social network monetization and ad products?

Facebook launched Facebook Shops ads, but its test of virtual reality (VR) ads in Oculus headsets got off to a rocky start. Instagram rolled out Reels ads, as well as a host of new creator monetization tools, including a native affiliate tool. Twitter rebranded its suite of ad products. Snapchat announced new augmented reality (AR) shopping tools and ads in Minis, as well as a data partnership with Salesforce.

WHAT’S IN THIS REPORT? This report explores key developments for Facebook, Instagram, Snapchat, TikTok, and Twitter during Q2 2021. It also includes our new forecast for TikTok users in 23 countries.

KEY STAT: TikTok user growth will slow significantly from its pandemic-induced peak in 2020 but remain above 30% in the app’s top 10 growth countries in 2021.

Here’s what’s in the full report


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Table of Contents

  1. Executive Summary
  2. Trend in Focus: TikTok Users Worldwide
  3. Facebook
  4. Instagram
  1. Snapchat
  2. TikTok
  3. Twitter
  4. Read Next
  1. Sources
  2. Media Gallery


Jasmine Enberg


Whitney Birdsall
Senior Forecasting Analyst
Brian Lau
Digital Apprentice
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Peter Newman
Senior Forecasting Analyst
Peter Vahle
Forecasting Analyst
Debra Aho Williamson
Principal Analyst
Vincent Yip
Forecasting Analyst
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