TikTok saw a significant increase in popularity during the coronavirus (COVID-19) outbreak in the United States, with a growth of *** percent among 15-25 year old users after the pandemic broke out and people started working and studying primarily from home.

TikTok saw an unprecedented increase in popularity during the coronavirus (COVID-19) outbreak in the Nordic region. The largest increase, of up to 800 percent was observed among Danish youth. While two percent of them used TikTik before the COVID-19 outbreak, the corresponding share during the pandemic was 18 percent. Overall, TikTok became more popular in Denmark, Sweden, Norway and Finland during the pandemic, regardless of the users’ age.

The rise of TikTok   

TikTok is a Chinese video-sharing social network, initially released in 2018, as Musical.ly. Over the period from 2017 to 2020, the app generated increasingly larger engagement rates, reaching nearly 15 million daily active users via iOS as of May 2020 on a global scale. Among the most followed accounts in Norway were the pop duo Marcus & Martinus.

COVID-19 on social media   

As of March 2020, almost all the most popular hashtags on social media in Sweden were related to the coronavirus. In fact, a recent survey showed that especially younger individuals worldwide seemed to rely on social media for updates on the coronavirus that same month . In contrast, the figures were much lower for people aged 55 or older. Nevertheless, social media use generally increased during the pandemic and facilitated the spread of news regarding the coronavirus. In some cases, even false information.

TikTok saw a significant increase in popularity during the coronavirus (COVID-19) outbreak in the United Kingdom (UK), with a growth of 44 percent among 15-25 year old users after the pandemic started.

Scientific and moderate exercise is an effective remedy to boost the immune system and minimize the risk of infection in coronavirus disease 2019 (COVID-19) epidemic period. In this context, social media platforms play an essential role in communicating scientific fitness at home. Based on the integrated analysis of communication, physical geography, and health geography, this article takes short fitness-based videos on TikTok as the research object and comprehensively uses text analysis, mathematical statistics, and spatial analysis to reveal the characteristics of communication elements, fitness preferences, and the spatiotemporal evolution of these short videos, and to explore the communication mechanism and optimization path of short videos. The results show that: (1) the communication information focusing on “fighting against the epidemic and keeping fit at home” is made into short videos by female youth. Through the communication channels mainly composed of texts, pictures, and audio, the communication subjects carry out multilevel interactive communication with the communication objects; (2) fitness preferences are mainly composed of dances, unarmed fitness, and fitness with equipment; (3) from the perspective of time, taking February 20 as the node, the daily number of released short videos shows a trend of “increase before decrease”; from the perspective of space, the distribution is significantly unbalanced across provinces, and the direction is not apparent; and (4) this article explores the communication mechanism and targeted optimization countermeasures of short fitness-based videos on TikTok in China's COVID-19 epidemic period.

TikTok saw a huge increase in popularity during the coronavirus (COVID-19) outbreak in four selected Nordic countries. The share of Danes using TikTok increased from one percent before the COVID-19 outbreak, to four percent during the pandemic. This was a significant increase of 300 percent.

USA

Please cite the following paper when using this dataset:

N. Thakur, “Five Years of COVID-19 Discourse on Instagram: A Labeled Instagram Dataset of Over Half a Million Posts for Multilingual Sentiment Analysis”, Proceedings of the 7th International Conference on Machine Learning and Natural Language Processing (MLNLP 2024), Chengdu, China, October 18-20, 2024 (Paper accepted for publication, Preprint available at: https://arxiv.org/abs/2410.03293)

Abstract

The outbreak of COVID-19 served as a catalyst for content creation and dissemination on social media platforms, as such platforms serve as virtual communities where people can connect and communicate with one another seamlessly. While there have been several works related to the mining and analysis of COVID-19-related posts on social media platforms such as Twitter (or X), YouTube, Facebook, and TikTok, there is still limited research that focuses on the public discourse on Instagram in this context. Furthermore, the prior works in this field have only focused on the development and analysis of datasets of Instagram posts published during the first few months of the outbreak. The work presented in this paper aims to address this research gap and presents a novel multilingual dataset of 500,153 Instagram posts about COVID-19 published between January 2020 and September 2024. This dataset contains Instagram posts in 161 different languages. After the development of this dataset, multilingual sentiment analysis was performed using VADER and twitter-xlm-roberta-base-sentiment. This process involved classifying each post as positive, negative, or neutral. The results of sentiment analysis are presented as a separate attribute in this dataset.

For each of these posts, the Post ID, Post Description, Date of publication, language code, full version of the language, and sentiment label are presented as separate attributes in the dataset.

The Instagram posts in this dataset are present in 161 different languages out of which the top 10 languages in terms of frequency are English (343041 posts), Spanish (30220 posts), Hindi (15832 posts), Portuguese (15779 posts), Indonesian (11491 posts), Tamil (9592 posts), Arabic (9416 posts), German (7822 posts), Italian (5162 posts), Turkish (4632 posts)

There are 535,021 distinct hashtags in this dataset with the top 10 hashtags in terms of frequency being #covid19 (169865 posts), #covid (132485 posts), #coronavirus (117518 posts), #covid_19 (104069 posts), #covidtesting (95095 posts), #coronavirusupdates (75439 posts), #corona (39416 posts), #healthcare (38975 posts), #staysafe (36740 posts), #coronavirusoutbreak (34567 posts)

The following is a description of the attributes present in this dataset

• Post ID: Unique ID of each Instagram post
• Post Description: Complete description of each post in the language in which it was originally published
• Date: Date of publication in MM/DD/YYYY format
• Language code: Language code (for example: “en”) that represents the language of the post as detected using the Google Translate API
• Full Language: Full form of the language (for example: “English”) that represents the language of the post as detected using the Google Translate API
• Sentiment: Results of sentiment analysis (using the preprocessed version of each post) where each post was classified as positive, negative, or neutral

Open Research Questions

This dataset is expected to be helpful for the investigation of the following research questions and even beyond:

1. How does sentiment toward COVID-19 vary across different languages?
2. How has public sentiment toward COVID-19 evolved from 2020 to the present?
3. How do cultural differences affect social media discourse about COVID-19 across various languages?
4. How has COVID-19 impacted mental health, as reflected in social media posts across different languages?
5. How effective were public health campaigns in shifting public sentiment in different languages?
6. What patterns of vaccine hesitancy or support are present in different languages?
7. How did geopolitical events influence public sentiment about COVID-19 in multilingual social media discourse?
8. What role does social media discourse play in shaping public behavior toward COVID-19 in different linguistic communities?
9. How does the sentiment of minority or underrepresented languages compare to that of major world languages regarding COVID-19?
10. What insights can be gained by comparing the sentiment of COVID-19 posts in widely spoken languages (e.g., English, Spanish) to those in less common languages?

All the Instagram posts that were collected during this data mining process to develop this dataset were publicly available on Instagram and did not require a user to log in to Instagram to view the same (at the time of writing this paper).

Mixed-effects model predicting the valence of video content created by older adults on TikTok.

This renaking provided by Airnow PLC graph shows the most downloaded apps on Apple app store in France between March 27 and April 3, 2020 (thousands of downloads). Plato came in first with 201.8 thousand downloads during the confinement period after the coronavirus (Covid-19) outbreak in France, followed by ZOOM Cloud Meetings with 166.3 thousand downoads. Houseparty ranked in third place with 106.5 thousands and Tik Tok occupied the fourth place with 93 thousand downloads that week. From the same source, a ranking of the most downloaded apps on the Google Play Store is available.

From “get ready with me” videos to reels of “the 7 essentials you need in your purse right now,” and “the latest fashion trends,” young women and teenage girls’ TikTok and Instagram feeds are filled with all the ways they need to better themselves. At first glance, these posts seem harmless; however, seeing video after video of how you need to better your life in unachievable ways leaves the self feeling inadequate.

The beauty industry is a multi-billion-dollar industry that is expected to reach almost $736 billion in global revenue by 2028. Making up more than 20 percent of the entire e-commerce market, the beauty industry has been propelled by the expansion of social media since the COVID-19 Pandemic. Feminist artists like Martha Rosler began critiquing the problems associated with the beauty industry back in the 70s, but the problem of marketing to women has only grown since. Sophisticated algorithms, propelled by watching their users’ every move, project enviable lifestyles through influencers' perfectly lit, clean, and hypnotic videos and posts. Today, the targeted social media ads, influencers promoting products, and videos telling women how to create “the perfect life” cause young women, and even younger girls, to self-objectify.

Through mixed media drawings, I expose the absurdity of the beauty industry propelled by social media by exaggerating the images we are exposed to every day. I juxtapose digital elements of social media against drawn marks that masquerade as beauty products. Oftentimes only fragments of the image are rendered to completion, coinciding with the ways in which women are picked apart and objectified in the media. By mixing figuration and abstraction and calling on feminist theorists, I highlight the internal conflict that arises from the critical self-evaluation that I, and many other young women, have grown accustomed to with the use of the internet and social media.

Julibeth is a Venezuelan preschool teacher who was forced to migrate to Colombia due to hardship. She left behind her husband and two children and now travels between Colombia and Venezuela to bring supplies for her family. This is a text with her own words and a screenshot of funny moments she shares on social media.

This material is part of the Covid Chronicles from the Margins project, funded by The Open University and the International Institute of Social Studies in the Hague. The project aims to highlight the impact of the pandemic on refugees, asylum seekers and undocumented migrants.

The royalty-free music market, encompassing No Copyright Music, is experiencing robust growth, driven by the increasing demand for audio content across various sectors. The market's expansion is fueled by the rising popularity of video content creation on platforms like YouTube, TikTok, and Instagram, where readily available copyright-free music is crucial. Businesses across industries, from advertising and e-commerce to film and television production, also heavily utilize royalty-free music to avoid licensing complexities and costs. The diverse range of applications, including personal use, commercial projects, and even educational purposes, contributes to the market's broad appeal. Furthermore, the continuous development of online platforms offering diverse catalogs of high-quality royalty-free music simplifies access for content creators, further stimulating market growth. We estimate the 2025 market size to be $2.5 billion, based on industry reports indicating substantial growth in related sectors. Several factors contribute to the ongoing expansion of this market. Technological advancements, such as AI-powered music generation, are expected to further enhance accessibility and diversity within the royalty-free music landscape. However, challenges remain, including concerns about the quality and originality of some royalty-free tracks and the potential for legal ambiguities surrounding usage rights. Market segmentation, with distinct categories for commercial and non-commercial use, allows for tailored offerings and further drives growth. Key players like Adobe, Artlist, and Epidemic Sound are continuously innovating, developing new features, and expanding their catalogs to maintain a competitive edge and meet evolving consumer needs. The market's geographic distribution is relatively widespread, with North America and Europe currently holding significant market share, but developing regions in Asia-Pacific are exhibiting strong growth potential.

Launched first in India after the TikTok ban in August 2020, YouTube Shorts rolled out globally in June 2021. The feature, which is accessible via the YouTube app, reached two billion monthly logged-in users as of July 2023. YouTube has been heavily promoting its short-video format platform since its global launch, including redirecting users automatically to Shorts when the YouTube app is opened and launching the YouTube Shorts Funds to entice creators' participation. In 2022, user and travel vlogger Shangerdanger took the crown for the most popular Short on YouTube, with his video “Diver cracks Egg at 45 ft Deep".

TikTok versus Reels: competitors’ comparison Launched in September 2016 in China as Douyin, TikTok went on to become of the most engaging social media platforms for global users, challenging mainstream social media platforms such as Facebook and YouTube in their primary markets such as the United States, Brazil, and Japan. TikTok’s popularity exploded between 2019 and 2020, as the work was experiencing the effects of the global COVID-19 pandemic outbreak. Reels, Instagram’s in-app short video experience, debuted in 2020 as Facebook (now Meta Platforms) bet on the short-video feature to improve users’ engagement. While videos were an already popular format on Facebook and Instagram, social short videos soon became an even more popular format with users. As of June 2022, the average video viewing rate for Reels on Instagram was 2.54 percent, while for videos was of 1.74 percent as of June 2022.

Content is key: creators drive an entire economy As of July 2022, influencers on TikTok and YouTube generate the largest share of video views, over 90 percent, while content produced by media companies and brands constitute only a smaller part of the video views generated on the two video platforms. As content creators are emerging even more clearly as the backbone of social media marketing and advertising, it is not a surprise that an entire economy devoted to their needs and presence has developed in recent years. In 2022, companies supporting the creators’ economy by offering merchandising services had an annual average revenue of over 500 million U.S. dollars, while companies overseeing subscription services generated approximately 300 million U.S. dollars.

The advertising music market, encompassing original and adapted music for various industries, is poised for substantial growth. The market size in 2025 is estimated at $2053 million, projecting a Compound Annual Growth Rate (CAGR) of 9.2% from 2025 to 2033. This robust expansion is fueled by several key drivers. The increasing adoption of digital advertising and streaming platforms necessitates high-quality audio content, driving demand for professional advertising songs. Furthermore, brands are increasingly leveraging music to enhance brand identity and emotional connection with consumers, making music an integral component of marketing strategies. Growth within segments like the electronics and automotive industries, which utilize music extensively in their advertising campaigns, will also significantly contribute to overall market expansion. The rise of short-form video platforms like TikTok and Instagram Reels further fuels this demand, requiring a constant stream of fresh, engaging musical scores. While potential restraints such as copyright issues and fluctuating royalty rates exist, the overall positive industry momentum suggests consistent growth throughout the forecast period. The geographical distribution of the market reveals significant regional variations. North America and Europe, with their mature advertising and media landscapes, are currently leading the market, but the Asia-Pacific region, particularly China and India, shows immense potential for future growth. This is primarily due to rapidly expanding digital economies and increasing advertising budgets. The segmentation by music type highlights the preference for original compositions, reflecting a growing need for unique branding and avoidance of copyright complications. However, the adapted music segment remains substantial, offering cost-effective options for smaller businesses. Key players like Epidemic Sound, Universal Production Music, and Music Gateway are well-positioned to capitalize on this growth, competing on factors such as music library size, licensing flexibility, and technological integration. Competition is intense, driven by both established players and innovative startups offering niche services and technological advancements.

During a study conducted in march 2020 among global influencers, it was found that in response to the coronavirus outbreak 23 percent of them started hosting livestreams to accommodate social distancing and keep in contact with their audiences. What is more, some 24 percent of influencers newly joined TikTok for the in order to profit from the growing popularity of video in these circumstances.

Estimates for the main effects and interaction effects of frequency of COVID-19 information on TikTok and trust in COVID-19 information on well-being.

According to Cognitive Market Research, the global new media market size will be USD XX million in 2024 and will expand at a compound annual growth rate (CAGR) of 8.20% from 2024 to 2031.

North America held the major market of more than 40% of the global revenue with a market size of USD XX million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.4% from 2024 to 2031.
Europe accounted for a share of over 30% of the global market size of USD XX million.
Asia Pacific held a market of around 23% of the global revenue with a market size of USD XX million in 2024 and will grow at a compound annual growth rate (CAGR) of 10.2% from 2024 to 2031.
Latin America market of more than 5% of the global revenue with a market size of USD XX million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.6% from 2024 to 2031.
Middle East and Africa held the major market of around 2% of the global revenue with a market size of USD XX million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.9% from 2024 to 2031.
The Large Enterprise held the highest new media market revenue share in 2024

Market Dynamics of New Media Market

Key Drivers for New Media Market

Smartphone Penetration is Increasing to Increase the Demand Globally

One key driver in the new media market is the continuous advancements in smartphone penetration is increasing. Smartphone penetration is increasing, and the new media market benefits from this trend. As the number of smartphones expands, so does the demand for new media content and platforms. Conversely, ongoing innovation in the new media business, such as entertaining content and user-friendly apps, encourages smartphone adoption. This convergence results in a dynamic market with enormous potential for growth. It provides exciting prospects for content creators, app developers, and businesses to reach a worldwide audience via the rapidly developing world of new media.

Growth of Digital Technology to Propel Market Growth

Another key driver in the new media market is the increasing demand for Digital Technology. The world of media has undergone a seismic transformation in recent decades, fueled by the relentless march of digital technology. This has resulted in the emergence of a global new media market, marked by a fundamental shift in how information is generated, delivered, and consumed. The internet, a key component of digital technology, has transformed communication and information access. Geographic restrictions have been reduced as high-speed internet has become more widely available. This has enabled individuals to become content creators, resulting in the proliferation of blogs, vlogs (video blogs), and social media platforms.

Restraint Factor for the New Media Market

Threats to Cybersecurity to Limit the Sales

One key restraint in the new media market is the challenge of Threats to Cybersecurity. Cybercriminals take advantage of trust by creating fake accounts or communications that appear real, deceiving users into disclosing personal information or clicking on dangerous links. New media platforms contain a plethora of user data, making them attractive targets for hackers looking to steal financial information, identities, or intellectual property. The ease of sharing information on social media can be used to promote misinformation and foment division. This has the potential to sway public opinion and undermine democratic institutions. Criminals may deactivate user accounts or entire platforms and demand a payment to restore access. This can be especially detrimental to firms that rely on these sites.

Impact of Covid-19 on the New Media Market

The new media market experienced both challenges and opportunities due to the impact of Covid-19. On one hand, Lockdowns and social alienation caused a tremendous increase in new media consumption. People relied on streaming services, social networking, and online news for information and amusement. This resulted in a boom for companies such as Netflix, Zoom, and TikTok. The pandemic prompted businesses and individuals to use digital technologies like as video conferencing, e-commerce, and online learning platforms. This sped the transition to a more digitalized world. However, on the other hand, with established businesses faltering, advertising expenditures have shrunk. This had an impact on the earnings of many new media platforms that rely significantly on advertisi...

TikTok saw an exceptional increase of monthly active users worldwide from 2019 to 2021, at 38 percent. The short-form video sharing app was used by 689 million individuals monthly as of 2021, compared to 500 million in 2019. Other leading social networks that increased with over 30 percent were Pinterest and Reddit.

The coronavirus pandemic is one of the factors that have resulted in an increased interest in social networking, with billions of people in lockdown, working and studying from home, and in need of socializing.

According to a survey on online shopping in China, the usage of live streaming e-commerce grew by 6.3 percent among respondents during the COVID-19 outbreak. Meanwhile, shopping via short videos increased by 2.6 percent compared to before the pandemic. Douyin (known as Tik Tok globally) and Kuaishou were two popular short video platforms among Chinese online shoppers.

The majority of teenagers surveyed for this study stated that during the emergency regime established in Romania because of the coronavirus (COVID-19) pandemic, they mostly used Instagram. At the same time, five out of ten people were accessing YouTube, while 28 percent of respondents used TikTok.