- Instagram stages a comeback, outpacing TikTok in downloads and growth in 2023.
- The launch of Threads and the popularity of Reels have driven Instagram’s success.
- TikTok faces challenges with an aging user base and shopping fatigue among its audience.
Once thought to be losing its relevance to TikTok, Instagram has staged a remarkable comeback. In 2023, Instagram downloads surged by 20% compared to the previous year, outpacing TikTok’s 4% growth.
Instagram not only beat TikTok in growth but also in the total number of app downloads, boasting 767 million downloads to TikTok’s 733 million.
The dynamic duo: Threads and Reels
Several factors have contributed to Instagram’s success. The launch of Threads, Instagram’s Twitter competitor, has driven curious users to redownload the app.
Despite a rocky start, Threads has proven to be a surprising hit, becoming the most downloaded app in the App Store by December.
Additionally, Instagram’s Reels feature has gained traction, offering more original content and fewer recycled TikTok videos.
TikTok audiences’ shopping fatigue
TikTok, once seen as an existential threat to Instagram, is facing its own challenges. The app’s monthly active users between 18 and 24 decreased by 9% from 2022 to 2023, and its user base is aging, a recent Pew survey found people over 30 are increasingly using the app.
Moreover, TikTok’s emphasis on shopping has made the app less enjoyable for some users, a sentiment echoed by many who find the increased presence of ads off-putting.
