Instagram is once again copying its competitor TikTok, automatically transforming all posted videos into Reels. An imposed format change that does not only make people happy…
The battle rages between Instagram and TikTok! American and Chinese social networks are both looking to attract new users. And it turns out that TikTok is very popular with young people. The Meta group, which owns Instagram, Facebook and WhatsApp, has therefore decided to take inspiration – very strongly – from its rival, even if it means shamelessly copying its ideas.
The Reels format imposed on users
As consultant Matt Navarra reveals in a tweet, Instagram is currently testing the ability to turn all videos, including old ones, into Reels, short, punchy videos. Users will no longer have a choice in their format, and this decision is extremely divisive. On the one hand, Reels offer people with a public account new tools to make even more creative videos, like adding filters and accessing a large music library. Some functions are very practical, such as Sound Sync, an option that allows you to automatically synchronize clips and songs, or Remix, which allows you to reuse another video in your own. Two much-loved features… which Instagram has borrowed from TikTok.
The Reels format also offers creators greater visibility since they have their own tab, which only broadcasts this type of video. The content of the posts will therefore be more accessible, and therefore their audience much larger. This news will delight some, especially influencers or people promoting their products on the platform. On the other hand, users who aspire to peace of mind and who want their content to be visible only to a limited number of people may not appreciate no longer having control over their audience, and therefore turn to the use of a private account – whose content is visible only to the people they follow.
Meta is really starting to get into the habit of copying on TikTok. Remember that the Reels format was itself inspired by the principle of short videos of the Chinese social network. Instagram recently increased the length of its Reels to compete with TikTok, which had done the same. In the same vein, Facebook, which has been losing momentum for some time, is thinking about a new strategy to win back the public, by developing a discovery engine to highlight content in video format… by reducing the visibility of his friends for the benefit of influencers. Let’s hope that Instagram, like Facebook, will come up with really original ideas to stand out in this social media war…