Instagram has overtaken TikTok as the most downloaded app in the world, according to market intelligence firm Sensor Tower. Instagram’s total number of app downloads increased by 20% in 2023 to 768 million compared with a year earlier while TikTok’s downloads only rose by 4% to 733 million over the same period.
TikTok who? Instagram takes the lead!
This growth is attributed to Instagram’s success in incorporating short-form videos into its platform with the introduction of “reels” which has attracted millions of Gen Z consumers. The feature has allowed Instagram to outperform TikTok in adoption over the past few years driven by the popularity of its reel feature along with legacy social media features and functions.
However, while Instagram has more monthly active users than TikTok, it lags behind in terms of user engagement. Users spent an average of 95 minutes on TikTok compared to 62 minutes on Instagram. This may be due to TikTok’s algorithm which serves users with clips that target their preferences with other viral content.
Despite this, Instagram’s push into short-form videos has successfully kept existing users on its app and has drawn in influencers who see it as a better platform to make money from a follower base. Meanwhile, TikTok’s US rival is seen as a better place for overnight viral success.
Also read: CEO Of World’s Most Downloaded App ‘TikTok’ Doesn’t Allow His Own Children To Use The App
Overall, Instagram’s growth has raised concerns for TikTok with Meta’s photo-sharing platform identified as one of the biggest threats to TikTok’s social empire. It is also noteworthy that TikTok has already begun to plateau for the first time since its launch in 2016.
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