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Meta’s Instagram dethroned TikTok as the world’s most downloaded app in 2023, according to data from Sensor Tower. This resurgence comes after Instagram implemented its Reels feature, a clear competitor to TikTok’s short-form video format.

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Since its launch in 2010, Instagram has dominated photo-sharing and video content, often intertwined with influencer culture. However, TikTok’s explosive popularity in recent years threatened Instagram’s reign. Instagram’s 2020 launch of Reels, widely seen as a TikTok clone, proved to be a game-changer. Downloads for Instagram surged by 20% in 2023, reaching 767 million globally, compared to TikTok’s more modest 4% growth and 733 million downloads.

Market research firm Sensor Tower attributes Instagram’s comeback to the popularity of Reels alongside its established photo-sharing and Stories features. Farhad Divecha, a digital marketing expert, highlights Instagram’s broader demographic appeal as another advantage. Despite leading in downloads, TikTok retains a more engaged user base, with users spending an average of 95 minutes per day compared to Instagram’s 62 minutes. While Instagram boasts nearly 1.5 billion monthly active users, TikTok sits at just over 1.1 billion. The rivalry between these platforms shows no signs of slowing down. Mark Zuckerberg, CEO of Meta (Instagram’s parent company), has openly acknowledged TikTok as a major competitor. Political scrutiny in the US regarding TikTok’s Chinese ownership further complicates the situation.