Instagram Revamps Reels: A TikTok Takeover Attempt?

Instagram is shaking things up with a major overhaul of its content recommendation algorithms, specifically targeting its Reels feature. This move is widely seen as an attempt to capitalize on the potential US ban of TikTok, its biggest short-form video rival.

The changes aim to prioritize original content and give smaller creators a fairer shot at getting noticed. Previously, the algorithm favoured established accounts and “aggregators” who reposted content from others. This often left independent creators struggling to break through the noise.

Experts believe Instagram is trying to emulate the success formula of TikTok, known for its personalized “For You” page that champions fresh, original content regardless of the creator’s follower count. With TikTok’s future uncertain in the US, Instagram sees an opportunity to become the go-to platform for aspiring creators.

Instagram Revamps Reels: A TikTok Takeover Attempt?

However, some creators aren’t convinced. Many feel frustrated by Instagram’s constant algorithm tweaks and fear the changes may come too late. They’ve grown weary of the platform’s volatility and are seeking more stable alternatives.

Here’s what Instagram is doing:

• Demoting “aggregator” accounts: These accounts, known for reposting content without significant edits, will be excluded from recommendation areas like Explore and Reels feeds.
• Rewarding originality: When multiple versions of a video exist, Instagram will prioritize the original creator’s version in recommendations. This doesn’t apply to parodies or remixes.
• Crediting original creators: Reposted content will now clearly display the original creator’s name, ensuring they receive recognition for their work.

These changes are just the beginning. Similar to Instagram, Twitch, another major social media platform, has also launched its own TikTok-inspired short video feed. This “Discovery Feed” aims to connect viewers with personalized content and help creators gain exposure, even when they’re not live streaming.

Whether these platform overhauls will truly resonate with creators and audiences remains to be seen. Some creators are already exploring alternative platforms like LinkedIn, while others believe a return to traditional marketing methods like in-person events might hold the key to future success.

One thing’s clear: the social media landscape is undergoing a significant shift, and Instagram’s latest move is a bold attempt to claim a bigger slice of the short-form video pie. Only time will tell if it can win over creators and viewers in the long run.

See Also: TikTok Notes Starting Rolling out As A New Rival to Instagram