The rise of TikTok has been one of the biggest tech & media stories of 2021. As we examined in October, it passed 1-billion users. Now we close the year with another point of validation: TikTok has dethroned Google. Specifically, it has surpassed the big G in traffic growth according to Cloudflare’s latest rankings.
To break that down a bit, these data measure website traffic growth (not sheer traffic volume). In previous years, TikTok never broke the seventh spot on the same Cloudflare list. But it shot up to the top spot in 2021, which says as much about its momentum as its overall reach (methodology here).
“It was on February 17, 2021 that TikTok got the top spot for a day,” Cloudflare’s João Tomé and Sofia Cardita wrote in the blog post. “Back in March, TikTok got a few more days and also in May, but it was after August 10, 2021, that TikTok took the lead on most days,”
Here’s the full top-ten list from Cloudflare
1. TikTok
2. Google
3. Facebook
4. Microsoft
5. Apple
6. Amazon
7. Netflix
8. YouTube
9. Twitter
10. WhatsApp
Discovery-Based
So what’s behind TikTok’s ascent. For one, it has 1-billion+ users as noted, many of whom are Gen Z. This demographic orientation only means more growth as Gen Z gains influence and purchasing power. TikTok content is also easily embeddable, which boosts distribution beyond its own front door.
It’s also worth noting that TikTok’s discovery-based UX involves long session lengths. This translates to several page views as users bounce from one video to the next. It’s a core part of the experience. Conversely, measuring individual sessions may be more favorable to Google, Amazon and Twitter.
Another thing that jumps out from this list is the absence of Instagram. This is presumably due to Instagram’s app orientation (It’s famously web-absent), as Cloudflare tracks web visits only. The same can be said for WhatsApp and Netflix – the latter primarily viewed through OTT and smart TV apps.
As for the reliability of this list, Cloudflare is one of the web’s top networking technology providers. Many consider it the backbone of the Internet as its distributed networks power traffic distribution and optimization for the web’s top sites. In other words, you could say that it’s a credible source.
Adventures in Beekeeping
Beyond escalating traffic and engagement, TikTok’s potential lies in how naturally monetizable it is. Highly-produced and viral videos are conducive to shopping and commerce. They’re also well-aligned with brand marketing – at least for brands that can learn and execute the “language” of TikTok.
In other words, as we learned from Head of SMB & Operations, Rebecca Sawyer at Localogy 2020, successful marketers on TikTok will produce videos that are aligned with the platform’s organic fare. This playbook includes content that’s raw and unscripted (think: behind the scenes footage).
For local businesses, that can include everything from kitchen walkthrough’s to entertaining “ride alongs” for things like pizza delivery. One notable example provided by Sawyer is a local beekeeper who has an impressive following for her videos about the unique hijinks and adventures in beekeeping.
Large brands have also gotten on board, and there’s considerable headroom for ad revenue growth, considering the masses of uninitiated brands and SMBs. To that end, TikTok has taken the first step in gaining user attention and engagement. Now it’s all about attracting advertisers to join the party.
