Instagram is trying to become TikTok to reclaim its place as the best social media app
Instagram chief Adam Mosseri claimed that Instagram was “no longer a photo-sharing app,” citing TikTok as one of their biggest competitors before the big changes to the platform.
For many years, Instagram has been one of the most popular social media apps, allowing people to share photos from their lives with friends and explore content from different creators. Instagram has also become a hub for influencers to engage in sponsorship deals, and for many it was their primary platform.
But then TikTok came along and became a huge hit around the world. After Bytedance bought Musical.ly and merged with TikTok in 2018, it started to experience rapid success. Today, it is undeniably one of the most popular social media platforms, hosting a range of popular creators with tens of millions of followers and serving as the primary hub for viral content on the internet.
As always, Instagram has tried to keep pace with TikTok and even rolled out its own “Reels” feature – a style of video content surprisingly similar to TikTok itself.
Instagram even went so far as to move the post button, putting the Reels tab in its place, causing a huge amount of backlash online.
However, it seems they have no intention of stopping there, and in a video posted to Twitter, Instagram Head Adam Mosseri has revealed that big changes are coming to the platform.
Is Instagram becoming TikTok?
With Instagram appearing to want to move away from its original roots, many have questioned whether the app plans to align itself more closely with TikTok – and Mosseri himself reveals that TikTok is a big contender.
“I want to start off by saying that we are no longer a photo sharing app or a square photo sharing app,” he said. “The main reason people say they use Instagram in their research is for fun. So people are looking to us for that.
He continued, “Let’s be honest, there is some really serious competition going on right now. TikTok is huge, YouTube is even bigger, and there are plenty of other upstarts as well.
Changes are coming to the video on Instagram
At Instagram, we’re always trying to create new features that help you get the most out of your experience. Right now, we’re focused on four key areas: Creators, Video, Shopping, and Messaging. pic.twitter.com/ezFp4hfDpf
– Adam Mosseri (@mosseri) June 30, 2021
Mosseri said they plan to experiment with how they can embrace video more broadly, with “full screen, immersive, entertaining, first and foremost mobile” video. He added that over the next few months, users will see Instagram experimenting with a lot more features.
The video was inundated with comments from users who opposed the switch to video content, urging them to keep their roots in photography. “You are not TikTok, and people use Instagram BECAUSE it is not TikTok”, user ohitore wrote in response.
With Instagram left behind as TikTok takes the lead in mobile content, it’s clear they’re not ready to give up just yet. But it’s possible that these big upcoming changes are starting to drive users away from Instagram rather than closer to it.