Although TikTok is the most popular app right now, Instagram is still growing in popularity, especially in India, where TikTok is still illegal, and Instagram Reels has established itself as a key video platform of choice.
According to the latest data from Sensor Tower, which recently released its Q4 2021 app performance tracking report, Instagram had its highest quarter for downloads since 2014, with app installs up 10% over Q3. As you can see, TikTok, which has topped the download statistics for the past two years, was still in high demand, but Instagram experienced a significant increase on Android, with Indian users leading the way.
According to this graph, India accounted for 39% of Instagram downloads in Q4, with Meta promoting Instagram as the best replacement to TikTok, which had more than 200 million Indian users before being banned by the Indian government owing to a border conflict with China. Instagram's rise in India presents new prospects for Meta in a crucial growth area. For years, the business has worked to establish a foothold in the region and tap into the country's 1.4 billion people, which is now the world's second-largest smartphone market, trailing only China.
Meta stands to gain enormous advantage from its presence in India's digital shift, and Instagram now appears to be providing a major connector to its numerous capabilities, including company discovery, eCommerce, and more, if it can get in now. It also helps to increase Instagram's overall stats, as TikTok continues to compete with the app for the attention of young users – though it's worth remembering that TikTok is still the most downloaded app on iOS by a long shot.
In terms of digital marketing, this indicates that, despite Instagram's general growth, TikTok is still likely to be the most popular app among young people in your area. However, given Instagram's continuous growth, there may be a greater focus on the Indian market in the future, with products and features tailored to Indian needs.
TikTok led the way in global downloads across both app stores for the whole year, with Facebook and Instagram coming in second and third, respectively. TikTok has a strong grasp on user attention but doesn't write off Instagram just yet. It could retake the overall top rank for youthful viewers in the future.