When Zoom took the world by storm due to the pandemic, they're security was known to be horrible. They aquihired the keybase team who are crypto experts and this presumably had some measure of positive effect.
And other services also had their own easy to install app (I think Jitsi only dropped the desktop app fairly recently).
I think the only thing really easier with Zoom was remembering the name. I think the brand constitutes 99% of its success.
[1] https://www.ft.com/content/98635c63-b4ab-49a3-9c18-1de6819d6...