Instagram eyes TikTok for fresh user acquisition, advertises on rival platform

MUMBAI: TikTok’s closest rival, Instagram, is advertising on the short-video platform rather aggressively, even as ByteDance’s flagship company deals with controversies around misogynistic content on the app leading to a clamour for its ban and the biggest drop in its Android ratings in recent times.

Experts in digital advertising call it a move to acquire new users to sustain advertiser interest, as Instagram’s user growth shows signs of slowing — at 4.5% in 2020 as opposed to a previous forecast of 5.4% — as per eMarketer’s data published in January 2020.