Last month, industry data revealed that Instagram, a social media platform for sharing photos and videos, surpassed Naver, South Korea’s primary internet portal, to become the country’s third most utilized mobile application in terms of usage time.
This shift has highlighted Instagram’s growing popularity among mobile users in South Korea, placing it ahead of longstanding platforms like Naver. As Instagram gains traction, it has become the evolving preferences of users in the country’s digital landscape.
According to data from mobile market research firm WiseappㆍRetailㆍGoods, South Koreans collectively spent 20.9 billion minutes on Instagram in April 2024.
This is the first instance where Instagram surpassed Naver to claim the third position in smartphone app usage since Wiseapp began tracking such data in March 2016. During the same period, people spent a combined 20 billion minutes on Naver, showing a shift in mobile app preferences among South Korean users.
In the data, YouTube emerged as the most extensively used video streaming application globally last month, recording a usage time of 102.1 billion minutes. KakaoTalk, South Korea’s leading mobile messenger, followed closely behind with 32.5 billion minutes.
In addition to Instagram and Naver, TikTok secured the fifth position with a usage time of 6 billion minutes. Naver Webtoon and X, formerly known as Twitter, ranked sixth and seventh, respectively, with usage times of 4.9 billion and 4.8 billion minutes. Wiseapp noted an increase in social media engagement among South Koreans, with Instagram’s usage time surging by over 5 billion minutes in the past year.
Meta, the parent company of Instagram, recently introduced ‘Meta AI,’ an enhanced artificial intelligence tool tailored for advertisers. This new tool aims to assist advertisers in crafting more engaging advertisements on Instagram and other platforms owned by Meta.
Using Meta AI, platform users can generate photos and videos suitable for advertising. These AI tools leverage Llama, an advanced large language model, to facilitate creation.
Instagram has been undergoing several upgrades, particularly in its Feed section. Reports indicate changes in the Feed section, with confirmed adjustments to the content visibility. These modifications are expected to enhance user experience and potentially influence how users interact with content on the platform.
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