Following India’s ban on TikTok in 2020, Instagram emerged as the most popular social media app in the country, capitalizing on its Reels feature, similar to TikTok’s For You Page. Other TikTok imitators like YouTube Shorts and Snapchat Spotlight also gained traction. Millennials and men were more likely to switch to TikTok alternatives, according to a YouGov India report. The ban has created opportunities for homegrown Indian apps.