Instagram Delves into TikTok-Inspired Features as Uncertainty Surrounds Rival's Fate
Instagram's head, Adam Mosseri, announced on Friday that the app's profile photos would transition from the traditional square layout to rectangles, mimicking TikTok's profile page design. Following this, Mosseri announced on Saturday that the maximum length for Reels videos would increase from 90 seconds to a whopping three minutes, identical to TikTok's move in 2023. Mosseri explained that the extended video time was due to user feedback, as some found 90 seconds too restrictive for sharing extended stories.
These updates could be Instagram's attempt to entice users to invest more time on the platform, given the uncertainty surrounding TikTok's future. TikTok temporarily blocked US access on Saturday night, but Trump pledged to restore access shortly after, leaving Instagram's strategic maneuver in question.
Instagram, since its surge in popularity in 2020, has faced a significant competitive threat from TikTok. Despite a brief increase in downloads leading up to TikTok's shutdown, other alternatives, including RedNote, witnessed a surge in popularity. Yet, Instagram continues to adopt TikTok-like features, such as the introduction of Reels and the expansion of its video length immensely.
Meta, Instagram's parent company, has introduced programs like the "Breakthrough Bonus" for eligible TikTok creators, offering them up to $5,000 for posting Reels on Facebook and Instagram. Moreover, Meta offers substantial financial incentives to TikTok creators with large audiences to shift to Instagram Reels.
Instagram also introduced a new Reels feed that displays videos liked or commented on by friends, mirroring TikTok's engagement-driven feed. This strategy aims to boost user interaction and foster a sense of community, competing directly with TikTok.
In conclusion, Instagram's changes to its Reels features and video length are a direct response to competing with TikTok. By embracing longer video lengths, new features, and lucrative incentives, Instagram hopes to attract creators and users who may be influenced by TikTok's uncertain future.
The tech giant, Meta, believes that these changes could potentially attract tech-savvy businesses looking to expand their reach on more stable platforms. Furthermore, by aligning its video length limits and introducing feature replicas, Instagram aims to capture a significant share of the tech business market that may be shifting due to TikTok's uncertainties.
