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In this Week's News, we watch TikTok grow to surpass Snapchat in total US users, explore another tool we can use to validate structured data and gain some insight into Twitter's proposed tiered structure.

This Week's News: 2021/05/19

Hotspex Media Team

More Gen Zers now use TikTok than Instagram in the US

May 11, 2021 | eMarketer

TLDR
  • In 2023, TikTok will surpass Snapchat in total US users
Brief

This year in the US, TikTok will have 37.3 million Gen Z users (born between 1997 and 2012) who access their accounts at least once per month. For comparison, Instagram will have 33.3 million users within the same demographic. This year, its fastest-growing age group will be aged 35 to 44 [up 7.2%], while gains will be much slower among teens 12 to 17 [0.7%] and young adults 18 to 24 [2.0%]. However, Gen Z will still make up nearly three in 10 users on Instagram [28.0%]. Snapchat, meanwhile, is the leading social network in the US among Gen Z, with 42.0 million users in the group this year. While the threat of a TikTok ban in the US has died down, total users in the US will grow 18.3% this year to reach 78.7 million. As a result, TikTok is now on pace to surpass Snapchat in terms of total users by 2023. At that point, TikTok will have 89.7 million users compared with Snapchat’s 89.5 million.


Schema.org launches its schema markup validator tool

May 11, 2021 | Search Engine Land

TLDR
  • Google is refocusing the Structured Data Testing Tool and migrating it to a new domain serving the schema.org community by April 2021
  • Schema.org has launched its markup validator at validator.schema.org
Brief

After backlash from the industry, Google decided to move the structured data testing tool from Google’s property to Schema.org. The markup validator helps you validate your structured data on your site that is used for general purposes, outside of the Google rich results testing tool. Google’s rich results testing tool is designed to show you only the Google-supported structured data schema. But the Schema.org markup validator is more for “general purpose” and aimed at helping you debug many more structured data types, well beyond the Google-supported ones.

To test your markup for Google Search rich result types, you can continue to use the Rich Results Test on Google’s own site, however, Google will be migrating the Structured Data testing tool off of Google’s domain and onto schema.org. The validator.schema.org service is powered by Google’s general infrastructure for working with structured data and is provided to the Schema.org project as a Google-hosted tool.


Twitter Working On Tiered Subscription Service

May 17, 2021 | MediaPost

TLDR
  • Twitter mentioned its exploration of “an upcoming subscription offering” in announcing its recent acquisition of the ad-blocker technology company Scroll.
Brief

One tier, currently being called Twitter Blue and tentatively priced at $2.99 to start, may offer features including the abilities to undo tweets and save and organize favourite tweets in “collections”. A higher-priced tier would offer premium experiences, possibly including ad-free news reading or Twitter perusal. Other features recently tested by Twitter include charging to use a dashboard app Tweetdeck and Super Follows, which would allow paid subscribers to follow and get exclusive content from publishers or creators.

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