In 2023, Instagram achieved a significant milestone by surpassing TikTok to become the most downloaded mobile application worldwide. With a 20% increase in downloads compared to the previous year, Instagram garnered a total of 768 million downloads, showcasing its enduring popularity among users. This surge in downloads can be attributed to Instagram’s strategic integration of features like Reels, which emulate TikTok’s style, alongside its traditional social media functions. The Reels feature, introduced in 2020, has played a pivotal role in attracting Gen Z audiences, contributing to Instagram’s continued dominance in the social media landscape. Meanwhile, TikTok experienced only a 4% change in downloads, totaling 733 million, indicating a slowdown in its growth trajectory amidst growing regulatory scrutiny and concerns over national security in certain markets.