TikTok may be the trending app at the moment, but the use of Instagram is still growing, especially in India, where TikTok is still banned, and Instagram Reels has taken its place as the main video platform of choice.
That’s according to the latest data from Sensor Tower, which published its application performance tracking report for the fourth quarter of 2021, which shows that Instagram had its best quarter in terms of downloads since 2014, with app installs up 10% compared to the third quarter.
As you can see here, TikTok, which has topped the download charts for the past two years in a row, was still in great demand, but Instagram saw a huge boost on Android, which was largely led by Indian users.
According to this graph, 39% of Instagram downloads in the fourth quarter came from India, where Meta was pushing Instagram as the best alternative to TikTok, which, at one point, had more than 200 million Indian users, before it was banned by India. The government over a border dispute with China.
Instagram’s growth in India offers new opportunities in Meta’s primary growth market. The company has been building its presence in the region for years, benefiting 1.4 billion people in the country, which is now the second largest smartphone market in the world, after only China.
India’s digital transformation is still at a relatively early stage, and if Meta can get in now, it can be expected to get a lot of benefit out of that presence, and Instagram now appears to be providing a key link to its various offerings, including business discovery, e-commerce, and more.
It also helps boost Instagram’s overall numbers, as TikTok continues to rival the app for the attention of younger users – although it’s also worth noting that TikTok was still the most downloaded app on iOS by far.
From a digital marketing perspective, this means that despite Instagram’s overall growth, TikTok remains the main app focused on young users in your area. But it is worth noting the continued rise of Instagram, which may eventually see more development focus on the Indian market, creating products and features in line with Indian usage.
For the entire year, TikTok took the lead in global downloads across both app stores, with Facebook and Instagram taking second and third places, respectively.
TikTok obviously has a solid control over user attention, but don’t let that fool you by delisting IG yet, which can still reclaim the top spot overall for younger audiences going forward.
You can download the Sensor Tower’s Q4 application performance report here.