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TikTok Users Are Increasingly Looking to Other Platforms – And Artists Are Following Suit
TikTok's dominance is fading as YouTube and Instragram draw users and artists away from the platform. Experts discuss why this might be happening.
That’s not an unexpected trend as Americans move further past pandemic-era behaviors, but Crupnick also notes that average times will fall as older, more casual users adopt social media platforms. Experts who spoke with Billboard about TikTok’s decline described a changing social media landscape in which the platform remains a powerful marketing tool but has lost some of its allure and potency. People use TikTok mostly for pop culture and entertainment but also viral music and dances, humor and comedy, personal stories, fashion advice, product recommendations, politics and, for 5% of U.S. adults, news.
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