Instagram > TikTok

There are indications that TikTok's rapid growth is beginning to level off, marking a significant shift from its explosive expansion since launching in 2016.

According to market intelligence firm Sensor Tower, Instagram saw a 20% increase in total app downloads in 2023, reaching 768 million downloads worldwide. This growth positioned Instagram as the most downloaded app globally for the year.

By contrast, TikTok saw a more modest 4% increase in downloads, reaching 733 million over the same period. These figures suggest that Instagram, Meta's photo-sharing platform, is effectively attracting new users.

Meta CEO Mark Zuckerberg has previously highlighted the growth of TikTok as a major threat to his company's social media dominance, and the data reflects Instagram's success in addressing this challenge.