Projected number of Instagram users by Oberlo
Previously, we mentioned how Tiktok gathered over 325 million users in Southeast Asia. While this is understandable considering the app’s popularity, it has yet to rival Instagram. According to YPulse, Instagram’s popularity has grown in recent months. So how did this happen? What drives these generations here?
According to YPulse, TikTok is the leading app for 13-to-39-year-olds. However, Instagram is close behind in second place. The research also mentions the popularity of Instagram increased recently. For the record, over 67% of Millennials and 66% of Gen Z use Instagram daily. It also recorded an increase of 12 points among Gen Y and 6 points among Gen Z between November 2022 and April 2023. Interestingly, it is the only app to experience growth in recent times. This is the opposite of other platforms like Netflix, YouTube, Disney+ and TikTok.
Interestingly, Gen Z turns to Tiktok for viral memes and content. Meanwhile, Instagram is seen as a platform to share about their travels or any other event that marks their lives. In addition, millennials usually turn to Instagram for filters and videos, while Gen Z turns to Tiktok for that purpose. Similarly, both generations mostly use the stories, reels, and filters featured on Instagram.
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