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Instagram Sees Boost in Download Numbers as Usage Grows in India

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Instagram Sees Boost in Download Numbers as Usage Grows in India

TikTok may be the trending app of the moment, but Instagram usage is still growing, especially in India, where TikTok is still banned, and Instagram Reels has taken its place as a key video platform of choice.

That’s according to the latest data from Sensor Tower, which has published its Q4 2021 app performance tracking report, which shows that Instagram had its best quarter for downloads since 2014, with app installs rising 10% over Q3.

As you can see here, TikTok, which has led the download charts for the past two years running, was still in high demand, but Instagram saw a big boost on Android, which was largely led by Indian users.

Sensor Tower Q4 2021 report

As per this chart, 39% of Instagram’s downloads in Q4 came from India, where Meta has been pushing Instagram as the best alternative for TikTok, which, at one stage, had more than 200 million Indian users, before it was banned by the Indian Government due a border dispute with China.

The growth of Instagram in India offers new opportunities in a key growth market for Meta. The company has been working to build its presence in the region for years, and tap into the nation’s 1.4 billion people, which is now the second-largest smartphone market in the world, trailing only China.

India’s digital transition is still in a relatively early phase, and if Meta can get in now, it stands to glean significant benefit from that presence, and Instagram now looks to be providing a key connector to its various offerings, including business discovery, eCommerce, and more.

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And it also helps to boost Instagram’s overall numbers, as TikTok continues to rival the app for young user attention – though it is also worth noting that TikTok was still the most downloaded app on iOS by a long way.

Sensor Tower Q4 2021 report

From a digital marketing perspective, that means that despite Instagram’s overall growth, TikTok is still likely the key app of focus for young users in your region. But it is worth noting Instagram’s continued rise, which could eventually see more developmental focus on the Indian market, and creating products and features aligned with Indian use.

For the full year, TikTok led the way in global downloads across both app stores, with Facebook and Instagram taking the second and third spots respectively.

Clearly, TikTok has a strong hold on user attention, but don’t let that fool you into writing off IG just yet, which could still reclaim the overall top spot for young audiences moving forward.

You can download Sensor Tower’s Q4 app performance report here.
 


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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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