TikTok, a video-sharing platform known for popularizing dance challenges, has met a competitor, Instagram “Reels.”
Facebook, Instagram’s parent company, has been successful in cloning features of successful applications such as Snapchat.
Facebook and Instagram replicated Snapchat’s most distinguishing feature, 24-hour post validity in “My day” on Facebook, and “Story” on Instagram.
Now, Instagram will incorporate TiKtok’s audio overlay and video effects capacity on Reels.
Users will be able to add audio and visual effects to 15-seconds videos.
The company has started testing the new feature in Brazil since November and early summer in France, Germany, and India.
In 2018, Facebook launched Lasso as a rival app for TikTok, but it did not gain much traction and was shut down in July.
Similarly, the company made Slingshot and Poke to battle Snapchat, but those succumbed.
Facebook later found success by adding the Story feature on Instagram.
Adopting key features of successful apps such as Snapchat’s 24-hour disappearing post on Instagram was beneficial for existing users.
It is still unclear if the new feature incorporates TikTok’s ability to endlessly recommend videos.
Aside from usability, another challenge for Instagram is how can it make existing TikTok users jump ship to Reels.
How To Reel In Users?
Reports have circulated that Instagram has been paying TikTok users to migrate to Reels.
The company did not give a definitive “no,” rather, said that they are committed to investing in creators and that they may “help cover production costs for their creative ideas.”
Aside from getting incentives from Instagram, TikTok users may also migrate to Reels if it gets banned in the US.
The Trump administration threatened to ban the wholly Chinese owned app. Microsoft is in talks to buy part of TikTok.
According to Debra Aho Williamson, an eMarketing analyst, Reels developer put a lot of effort into developing it to make it attractive to TikTok users.
But she also noted that the app has a loyal following, and even if the US imposes a ban on it, users will find a way to use it.