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Instagram, the US-based photo-sharing platform Meta runs, has already surpassed its Chinese rival TikTok in app downloads last year. This landmark comes as Instagram capitalizes on the popularity of short-form videos, a trend first popularized by TikTok that has taken the digital world by storm.
(Photo : Photo by PHILIPPE DESMAZES/AFP via Getty Images)
Instagram ‘Reels’ Reeling More Users
According to market intelligence firm Sensor Tower, Instagram witnessed a remarkable 20% increase in app downloads in 2023, totaling a staggering 768 million downloads worldwide. Meanwhile, TikTok, owned by ByteDance, experienced a modest growth of only 4%, reaching 733 million downloads over the same period.
The Financial Times tells us that the success of Instagram can be attributed to its introduction of “reels,” a feature that allows users to share short video clips, mirroring TikTok’s viral video format. This strategic move has resonated with users, particularly among Gen Z consumers, who have been drawn to the platform’s engaging content.
Despite Instagram’s triumph in app downloads, TikTok maintains an edge in user engagement. Users spend an average of 95 minutes consuming TikTok’s algorithm-driven content recommendation system, compared to 62 minutes on Instagram.
TikTok Showing Signs of Slowing Down
Nevertheless, there are signs that TikTok’s growth may be plateauing for the first time since its launch in 2016. In the final quarter of 2023, TikTok experienced a decline of 12 million monthly active users, while Instagram saw an increase of 13 million users during the same period.
While Instagram is gaining momentum in the app download race, TikTok remains a formidable competitor, particularly in e-commerce. TikTok Shop, an in-app feature that enables brands to sell products through short videos, generated over $1.1 billion in gross merchandise revenue in the US in 2023.
Despite TikTok’s challenges, it continues to wield significant cultural influence. However, the platform faces criticism for its ad-heavy push into e-commerce, AI-generated spam, and misinformation. Additionally, TikTok’s user base is skewed towards younger demographics, with only a quarter of Americans above 30 using the app, compared to 62% of Gen Z users.
Meanwhile, Slate tells us that TikTok may be experiencing challenges that could signal a downturn in its popularity. Factors contributing to this potential decline include the loss of a vast music catalog due to disputes with Universal Music Group, resulting in the absence of audio in many videos.
Additionally, TikTok has faced criticism for its ad-heavy push into e-commerce, as well as concerns over AI spam, misinformation, and the dangerous effects of its trends.
Despite TikTok’s cultural impact, its demographic uptake in the United States remains lower compared to platforms like Instagram and Facebook. Only a quarter of Americans above 30 claim to use TikTok, highlighting potential limitations in its reach.
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