KalaGato Report: COVID 19 Digital Impact: A Boon for Social Media?

image-KalaGato report on COVID-19 part 1 - A Boon For Social Media-MediaBriefHow has the COVID 19 lockdown, which has had had a huge impact on our lives and industries, causing immeasurable human suffering and yet unaccounted economic damage, the lockdown has proven to be a boon for social media, when you look at its impact on the digital ecosystem. Right. Everyone knows and speaks about how the lockdown has definitely got everyone abuzz on social media. But here is perhaps the first truly deep-dive measurement and insights from a report from KalaGato, the major Big-Data Intelligence & Audience Insights Platform with a panel size of 3 million-plus users. This is the first of several reports KalaGato will bring out. Read on.

The COVID 19 Digital Impact Report – Part 1

With the whole country stuck indoors and working from home (WFH) usage of some products has increased exponentially – this may be obvious to many, but the absolute increments will surprise you.

Social Media

Social Media Platforms - Total Session Time -5th February 2020 to 29th March 2020
Social Media Platforms – Total Session Time -5th February 2020 to 29th March 2020

The percentage change in total time spent on social media platforms in pretty amazing.

Percentage (%) Change in Total Session Time
Facebook62%
Helo38%
Instagram62%
LinkedIn27%
Pinterest15%
ShareChat38%
SnapChat37%
Twitter34%
Bigo66%
Live.me315%
TikTok44%

Social Media Platforms – Percentage (%) Change in Total Session Time -5th February 2020 to 29th March 2020


image-Brief-introduction-of-KalaGato-MediaBrief


Ordinarily, it is much easier for small companies like BIGO and Live.me – it’s easier to show large percentage gains – they’re growing off a smaller base after all; with respect to time spent, however – this condition doesn’t hold true since engagement is a function of the value users derive from your product.

In terms of absolute numbers, the amount of time spent on ‘personal’ social media platforms have seen the largest increment. TikTok’s popularity is plain to see.

Total Session Time (minutes)05-Feb-2029-Mar-20
Facebook41.466.9
Helo20.628.4
Instagram21.835.4
LinkedIn6.58.2
Pinterest11.212.9
ShareChat10.314.3
SnapChat9.412.8
Twitter19.926.6
Bigo29.048.0
Live.me13.656.4
TikTok39.556.9

Social Media Platforms – Total Session Time (minutes): 5th February 2020 vs 29th March 2020

Open Rate is the number of times users of a particular platform open it on a given day.

Social Media Platforms - Open Rate -5th February 2020 to 29th March 2020
Social Media Platforms – Open Rate -5th February 2020 to 29th March 2020
Percentage (%) Change in Open Rate
Facebook49%
Helo30%
Instagram59%
LinkedIn12%
Pinterest21%
ShareChat34%
SnapChat32%
Twitter33%
Bigo57%
Live.me88%
TikTok53%

Social Media Platforms – Percentage (%) Change in Open Rate -5th February 2020 to 29th March 2020

After WFH and Social Distancing…

Ever since WFH and social distancing started – we’ve seen a steady increase in the usage of social media platforms. Perhaps some people are trying to sort through and share the constant barrage of new information being thrown at them, but most are looking for as many ways as possible to pass the hours usually spent in traffic or looking busy at the office.

Open Rate05-Feb-2029-Mar-20
Facebook13.920.8
Helo6.17.9
Instagram12.019.0
LinkedIn4.85.3
Pinterest4.45.3
ShareChat4.96.6
SnapChat8.210.9
Twitter7.910.5
Bigo7.111.2
Live.me6.311.8
TikTok8.613.2

Social Media Platforms – Open Rate: 5th February 2020 vs 29th March 2020

Social Media Platforms -Daily Active Users (DAU's) -2nd February 2020 to 29th March 2020
Social Media Platforms -Daily Active Users (DAU’s) -2nd February 2020 to 29th March 2020

Daily Active Users Or DAU’s are simply the percentages of users of a particular product – for mature products – like Facebook and Instagram – their usage is already quite high, so it’s understandable to see little or no change take place.

For newer platforms like TikTok though, the lockdown seems to mean an increase in usage (adoption rates). Twitter’s spike in usage is interesting since many people use it as a central source of news. Possibly due to the lack of availability and thinning nature of newspapers – people are increasingly looking online to get the latest updates.

Percentage (%) Change in DAU’s
Facebook-1%
Helo7%
Instagram0%
LinkedIn-32%
Pinterest-11%
ShareChat10%
SnapChat6%
Twitter30%
Bigo-9%
Live.me25%
TikTok11%

Social Media Platforms – Percentage (%) Change in DAU’s – 5th February 2020 to 29th March 2020

Daily Active Users (DAU’s)05-Feb-2029-Mar-20
Facebook65.2%64.8%
Helo39.0%41.7%
Instagram44.4%44.5%
LinkedIn6.1%4.2%
Pinterest22.1%19.6%
ShareChat12.5%13.8%
SnapChat23.5%24.9%
Twitter25.0%32.4%
Bigo34.6%31.4%
Live.me11.8%14.7%
TikTok52.5%58.5%

Social Media Platforms – Percentage (%) of  DAU’s – 5th February 2020 vs 29th March 2020

Your thoughts, please