The metrics make sense: as a user of both platforms, I'm spending far more time on TT these days than IG. My biggest gripe is Instagram is absolutely filled with ads: you get ads in between stories, ads in between posts, then a good portion of actual posts are "sponsored" (so ads from the posters themselves)... it's just a really bad mire of advertising and people trying to sell me stuff. Meanwhile TikTok is still fairly ad-free (I get an ad while scrolling maybe once every 10 mins?) and the content is just better.
In terms of content: remember when Instagram first became popular, and you started using that more compared to Facebook, because FB just felt "stale" and old while IG was the new and exciting thing, with better and more exciting content? That's basically the different between TT and IG now.
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