- Instagram surpasses TikTok in app downloads in 2023 due to reels feature popularity.
- TikTok faces US regulators' scrutiny over security concerns.
- Instagram's marketing strategies lead to 13 million new monthly active users in Q4 2023.
Instagram surpassed TikTok in app downloads in 2023, driven by the popularity of its reels feature. TikTok faced scrutiny from US regulators over security concerns.
What to know: Instagram has surpassed TikTok in the number of app downloads in 2023, according to a report by Sensor Tower. Instagram's total app downloads grew by 20% year-over-year to 768 million, making it the most downloaded app globally. In comparison, TikTok saw a mere 4% increase in downloads, reaching 733 million. This shift in popularity can be attributed to Instagram's reels feature and its established social media functions, which have driven adoption in recent years.
Deeper details: TikTok, launched by Chinese tech giant ByteDance in 2016, gained significant traction after merging with Musical.ly in 2018. By 2020, TikTok's popularity surged, prompting Instagram to introduce reels to attract Gen Z users. Despite TikTok's initial edge, Instagram's monthly active users reached 1.47 billion in 2023, leading to a decline in TikTok's user base. Instagram's focus on marketing strategies and consumer retention resulted in 13 million new monthly active users in the last quarter of 2023.
The backstory: Although TikTok boasts higher user engagement rates compared to Instagram, with users spending an average of 95 minutes on the platform, TikTok faces scrutiny from US lawmakers over security concerns. Former President Donald Trump has raised alarms about TikTok being a national security threat, leading to legislative efforts to restrict its operations in the US. Bipartisan support for legislation requiring ByteDance to sell off TikTok highlights ongoing concerns about data privacy and national security implications associated with the app.
Looking ahead: TikTok's unique algorithm, which enables users to quickly gain viral status, has attracted content creators seeking rapid success through the app's Creator Fund. In contrast, Instagram does not have a similar payment program but allows creators to earn through brand partnerships and sponsored posts. The debate over TikTok's security risks and data collection practices continues, with lawmakers and users expressing apprehensions about the app's potential misuse of personal information.
