24 Nov Reels vs TIKTOK
Instagram launches Reels to counter TIKTOK craze. Will it work?
TIKTOK is the fastest growing social media platform in the world which allows users to create short music, lip-sync, dance and comedy videos that are 15 to 60 seconds.
TIKTOK’s mission is “To capture and present the world’s creativity, knowledge and precious life moments, directly from the mobile phone. TIKTOK enables everyone to be a creator, and encourages users to share their passion and creative expression through their videos” and this is exactly what the app offers and what sets them apart from their competitors.
Instagram’s mission is “to capture and share the world’s moments.” which is very similar to that of TIKTOK’s in that they both aim to capture elements of the world and to share it thus showing they are in direct competition. Thus similarly to TIKTOK, Facebook launched Instagram Reels which also allows people to create short videos set to music.
In an attempt to force ByteDance to sell to Microsoft, TIKTOK was faced with a potential ban in the United States . This caused TIKTOK to weaken as a brand and was when Reels launched, in hope that by creating Reels they could potentially lure some creators away from the direct competition being TIKTOK. TIKTOK has had an exponential growth which makes them a competitor that puts Instagram at risk.
Despite the competition factor, Instagram also hopes that the format of Reels could incorporate a new entertainment factor to Instagram by incorporating Reels. The biggest differences between Reels and TIKTOK are:
Reels can be directly sent to friends over Instagram.
Specific AR Instagram filters and tools can be used.
People can’t interact with, build upon, and remix videos.
People can’t upload songs directly onto the app.
Reels are limited to 15 seconds.
The target market is ages 18 – 34 years old.
TIKTOKs can’t be directly sent to friends.
TIKTOK filters and tools can be used.
People can interact with, build upon, and remix videos.
People can upload songs directly onto the app.
TIKTOK videos can be as long as 60 seconds.
The target market of ages 18 and below.
When it comes to determining the better platform it really just comes down to personal preference. For instance, Instagram is very well known and loved for their feed and stories. Incorporating Reels gives instagram a fun and creative element to their platform which can be explored by consumers without having to download a separate app like TIKTOK, however it takes away the focus of Instagram’s main qualities.
Instagram Reels does oppose a competition to TIKTOK though, which ultimately means that by competing, Facebook will be bringing some attention away from the TIKTOK craze. Overall it’s fair to conclude that without watering down the experience
Instagrammers love TIKTOK will still be the preferred platform for this short video clip craze despite potentially losing some TIKTOKers along the way.