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The Real Social Dilemma: Which Platforms Are Creating The Most Stickiness Right Now For a 2021 Winning Strategy

Website stickiness is just what it sounds like – how to get people to stay on your website. We all have one app that we like to scroll through during our bathroom breaks, but which one is doing the best? And how will their performance hold up in the coming year?

As the long-standing top social media platform, Facebook has maintained its traction over the years. One of the reasons for this is content. A website that caters to its consumers’ interests is more likely to bring people back. Facebook is successful in this regard, as it allows most media formats, photos, videos, articles, live streaming, as well as offering access to a wide range of user-generated content. The site also has a large degree of user loyalty and engagement. However, Facebook might not be holding the top spot for much longer. Though Facebook has remained sticky with its existing user base, it has failed to attract the newest generation of platform-using adults. The use of Facebook amongst Generation Z is dropping, due to several factors. Reasons cited include the lack of platform responsibility (in removing offensive or misleading content), and the overload of branding and advertising content.

Despite its annoyingly persistent ‘Premium’ requests, Youtube also continues to be competitive when it comes to user retention. The video-sharing platform’s active user base comprises 45% of internet users. It ranks second in dedicated usership behind Facebook and seems set to overtake it in the coming years. The platform is increasingly popular with younger users, with many parents reporting that they allow their children to watch it. One factor contributing to its user base is the fact that it is available in a wide variety of local languages. Consuming and creating Youtube content is increasingly popular in countries such as India, and its popularity in such a tech-intensive location gives it an edge in maintaining its status.

The favourite among the younger generations, Instagram is also running ahead with user retention. According to Instagram’s own statistics, 75% of new users then go on to interact further with the site. The highest daily return rate is, unsurprisingly among younger users, two-thirds of which open the app or website multiple times a day. Perhaps one of the reasons for its success is the fact that it was originally designed solely for mobile use. This put its way ahead of its competitors, who have had to figure out how to translate their websites into apps and onto small screens. Scrolling through Instagram is effortless, more so than on Facebook, Tumblr, or Youtube. Let’s see if this advantage will carry on into 2021, or if its competitors will figure out how to translate seamlessly to mobile. 


One platform has reportedly not been doing so well in terms of stickiness. According to user statistics, Twitter has consistently seen a big difference between how many accounts are made and how many accounts people actually consistently use. Compared to platforms such as Facebook and Youtube, Twitter is falling short. However, this might change, as the company’s co-founders have announced that they have been working on new ways to keep users on their site. Maybe in 2021 we’ll see Twitter getting stickier.

We’ve all gotten used to seeing these top platforms around the internet, and sometimes it feels as if they will all be around forever. However it is starting to look like Instagram and Youtube might come out on top, and leave Facebook behind in the past. Only time will tell.

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