In 2023, Instagram surpassed TikTok as the most downloaded app amidst US regulatory scrutiny over security concerns.
Sensor Tower reported Instagram’s downloads rose by 20% to 768 million, while TikTok’s increased by only 4% to 733 million. Analysts credit Instagram’s success to its reels feature and traditional social media functions.
TikTok, launched by ByteDance in 2016, gained momentum after its merger with Musical.ly in 2018, becoming the most downloaded app in the US.
Instagram’s introduction of reels in 2020 mirrored TikTok’s approach. By 2023, Instagram’s monthly active users reached 1.47 billion, welcoming 13 million new users in the last quarter alone, while TikTok saw a decrease to 1.12 billion users.
Despite fewer users, TikTok boasts higher engagement, with users spending an average of 95 minutes compared to Instagram’s 62 minutes. TikTok’s algorithm allows content creators to achieve rapid viral success, incentivized by the Creator Fund.
Unlike Instagram, TikTok pays creators directly through this fund. Concerns over TikTok’s Chinese ownership led to bipartisan legislative efforts to force ByteDance to divest from the app. Despite TikTok’s defense of free speech, allegations of data privacy violations persist, fueling regulatory action and public skepticism.
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