In today’s digital age, social media platforms have become deeply ingrained in our daily lives. With over 4.5 billion social media users worldwide, these apps provide endless entertainment, connection, and discovery. However, what many don’t realize is the immense amount of personal data being collected behind the scenes.
Recent studies show that social media apps can collect up to 79% of user data, including browsing history, location, audio recordings, contacts, and more. This data generates billions in advertising revenue. But which apps gather the most intel? Instagram and TikTok have emerged as two of the most popular sharing platforms. In this article, we’ll break down what types of data each collect and compare which extracts more user insights overall.
What Data Does TikTok Collect?
TikTok collects a significant amount of data from its users. According to dot.la, TikTok receives information such as names, ages, phone numbers, locations, private messages, contacts, and any other data users provide when creating an account or engaging with the app (source). Reviews.org also notes that TikTok accesses clipboard data and has the ability to collect biometric data through its facial recognition features (source).
Specifically, TikTok admits to collecting user-provided information like usernames, device information, location data (if enabled), and any content users generate through the app. They also collect information on how users interact with the app, including liking, sharing, and commenting. TikTok’s privacy policy states they may share this data with third parties for purposes like targeted advertising.
What Data Does Instagram Collect?
According to their data policy, Instagram collects a significant amount of data from its users. This includes:
- Information in your profile, such as your username, bio, profile photo, and other details you add
- Your posts, stories, comments, and other content you create
- Your interests and other preferences, such as accounts you follow or content you like
- Your communications with other users through direct messages
- Your device type, operating system, mobile carrier, IP address, and other technical identifiers
- Information about your online and offline actions and purchases
- Your physical location if you have location services enabled
Instagram also collects data about how you use the app, such as when you’re active, your browsing history, and more. They use this data for ad targeting, recommendations, and other purposes.
Sources:
[https://techjury.net/blog/what-does-instagram-know-about-you/](https://techjury.net/blog/what-does-instagram-know-about-you/)
[https://eightify.app/summary/social-media-and-technology/understanding-the-instagram-algorithm-privacy-and-personalization](https://eightify.app/summary/social-media-and-technology/understanding-the-instagram-algorithm-privacy-and-personalization)
Third-Party Tracking
Both TikTok and Instagram allow third-party tracking on their platforms for advertising and analytics purposes. According to CNBC, TikTok has numerous trackers that can follow users’ activity even after leaving the app. TikTok also states in its privacy policy that it may share data like unique identifiers and device info with third parties for “business purposes.”
Similarly, Instagram permits third-party tracking and shares device identifiers with partners for ads and measurement, as noted in their Data Policy. Instagram states they work with vendors who collect info “through apps, websites, and offline properties” to show users targeted ads and measure campaign performance.
In summary, both TikTok and Instagram leverage third-party trackers and share limited user data to allow tracking of users across sites and apps by advertisers and measurement firms.
Data Security
Both TikTok and Instagram have faced scrutiny over their data security practices. According to TrustedReviews, TikTok has been banned by some governments over security concerns, while Instagram has also faced data scraping incidents.
TikTok’s privacy policy states they may share data with its China-based parent company ByteDance, leading to fears about foreign government access. However, TikTok claims user data is stored in the U.S. and Singapore and not subject to Chinese law. Instagram states they do not share personal data with Facebook for targeted advertising and don’t sell data to third parties.
Experts say both apps likely have similar vulnerabilities. Proper security precautions by users like enabling two-factor authentication and being cautious about clicking suspicious links can help keep their data safe on either platform.
Overall there is no clear evidence one app’s data is substantially more secure than the other’s, but both face ongoing criticism about their privacy practices.
Parent Company Data Sharing
TikTok is owned by the Chinese company ByteDance, while Instagram is owned by Meta (previously known as Facebook). Both parent companies have faced scrutiny over how user data may be shared internally.
According to a 2020 CNBC article, there is concern that TikTok sends user data to China, although TikTok has denied doing so (Source). Instagram meanwhile may share data with other Meta/Facebook companies and services through their business tools and APIs. A 2022 Consumer Reports study found that Meta/Facebook companies share user data extensively for advertising and measurement purposes (Source).
Both TikTok and Instagram provide reassurance in their privacy policies that user data will not be accessed or used without permission. However, their parent companies ultimately have access to collect and share user data widely for commercial purposes like targeted advertising and internal analytics.
Data Used for Targeted Advertising
Both TikTok and Instagram use user data to target ads based on demographics, interests, behaviors, and more. TikTok offers options to target ads by gender, age, location, interests, and device https://tagdigital.co.uk/social/tiktok-ads-best-practices/. Instagram also allows advertisers to target users based on age, gender, location, interests, behaviors and other attributes https://predis.ai/resources/tiktok-ads-vs-instagram-ads/. The data these platforms collect on users, such as browsing history, likes, comments, and more, informs what types of ads are served to specific users. Both platforms aim to serve users with ads relevant to their demographics and inferred interests based on their activity and engagement on each platform.
Which Collects More Data Overall?
When comparing the types of data collection between TikTok and Instagram, it appears that TikTok gathers more user data overall. According to a recent study by the Public Interest Research Group (PIRG), TikTok collects a wide range of data including device information, location data, browsing history, biometrics, contacts, and contents of messages (CNBC). TikTok also appears to collect more granular user analytics and insights compared to Instagram, likely due to TikTok’s algorithmically-driven feed.
While Instagram also collects significant user data like device information, contacts, location, and browsing history, its data collection seems narrowly focused on enhancing the advertising experience (PIRG). TikTok gathers data to power multiple aspects of its platform, from personalized recommendations to censorship monitoring and more. Additionally, TikTok’s privacy policy is vague regarding third-party data sharing compared to Meta-owned Instagram (Quora).
Given the breadth of data types collected by TikTok beyond advertising and recommendations, it appears TikTok harvests more user data overall compared to Instagram. However, both platforms collect significant personal information that users should be aware of.
User Perceptions
Several surveys show that users have different views on how TikTok and Instagram handle their data. According to a 2021 Pew Research survey, 64% of Americans say they are very or somewhat concerned about how TikTok uses data it collects from its users. Only 34% are not at all concerned.
In comparison, a 2019 Pew Research survey found Instagram users were less concerned about how Facebook uses their data. Only 28% said they were very concerned and 37% were somewhat concerned. 36% were not too concerned or not at all concerned.
This indicates users perceive TikTok as collecting and using more of their data compared to Instagram. However, Instagram is owned by Meta, which also owns Facebook, so data sharing policies across platforms may impact user perceptions.
Conclusion
App developers and platforms face an ongoing challenge of balancing user data collection, security, and advertising while providing a compelling service. Based on the information covered, it appears Instagram and TikTok take different approaches when it comes to user data practices.
TikTok’s core functionality relies heavily on analyzing user behavior, interests, and relationships to serve up an endless stream of engaging short videos. As such, TikTok collects a wide range of data points on how users interact with content and each other on their platform. Instagram relies less on algorithmic feeds, but still collects substantial user data to support advertising and suggested content.
While TikTok likely gathers more raw data overall given its continuous tracking of viewing habits and relationships, Instagram still collects significant personal data, location information, and more recently has expanded into biometric data collection. Both share user data with parent companies as well.
In the end, users must weigh the benefits of each platform against their privacy concerns around how their personal data is gathered and used. Being informed on the data collection practices can help users make the choice that is right for them.
