Instagram asks its influencers to use Reels instead of TikTok

Instagram has an ambitious short-term goal: to get much of its nearly 1.4 billion users use the Rollers function to satisfy TikTok’s advance in the battle for short-format videos. To achieve this, company representatives began seduce various influencers mostly on the platform.

Unsurprisingly, the company’s obsession led by Mark Zuckerberg considering that all TikTok videos that are posted on other networks maintain “the TikTok brand”, which gives free visibility to the platform of Chinese origin. And it’s not just any site, but its direct competition.

One of the people contacted was Giustina Sharpas published by the Bloomberg agency.

This young woman, who has nearly 100,000 followers on Instagram, received a call last year from a company employee who gave her a set of tips to broaden your audience. By the end of the call, the influencer figured out what they were asking him to publish Reels instead of TikToks.

Many users, including Sharp, believe that this short form video tool is a copy of publications of the TikTok platform.

Zuckerberg appears to be concerned about the lack of success of this feature and the stagnation in the number of followers of Instagram, which inevitably affects Facebook and has caused a 47% decline in shares since the beginning of the year 2022.

TikTok, Mark Zuckerberg’s concern

Since its launch more than a decade ago, Meta’s flagship platform, Facebook, has been particularly adept at personalizing content and showing users what they want to see. By analyzing your behavior and your online activity, it will be right to rank what information to show you and also to what extent.

The huge advantage of the algorithm developed by Facebook is a $ 116 billion in advertising businessbut the downside is that people have started to lose interest.

To this we must add that for some years Zuckerberg has been facing a worse enemy, Tic knock. The platform offers another twist by offering its users content that surprises and engages.

Now, the CEO of Meta wants to follow in the footsteps of TikTok and assures that “I think of the AI ​​that we are building not only as a recommendation system for short-form videos, but as a discovery engine that can show you the most interesting content that people have shared on our systems. “

Right now the design of the Instagram platform is designed in such a way that once you step into a Reel, you already you are in full screen mode much like TikTok, you just have to swipe up or down to see more videos in short format.

But the platform wants to make a much bigger bet as well redesign the home screenso that users enter full screen Reels mode as soon as they enter the application.

The huge success of TikTok, owned by the Chinese company ByteDance Ltd., occurred in early 2020, the year in which it became the most downloaded application in the world.

In fact, the Americans spent more time on TikTok than on Instagram or Facebook, the two-star platforms of Meta Platforms. It is expected to overtake YouTube in views throughout 2022.

With information from La Vanguardia.