Is Instagram Morphing Into TikTok?

“No Longer A Photo-Sharing App,” Says Head of Instagram Adam Mosseri

Instagram is turning away from its photo-sharing origins, and leaning further towards the TikTok-dominated world of entertainment and video.

Yesterday, Instagram chief Adam Mosseri announced the app’s shift in focus towards “creators, video, shopping and messaging” on his Instagram and Twitter accounts.

In the video, he describes some changes and experiments that are in the pipeline for Instagram. One is to show users recommendations for topics they’re not following, altering their algorithm based on what they select.

Another is to make video more immersive by offering a full-screen experience. Of course, the app has had full-screen experiences for a while for content in IGTV, Reel and Story formats, however Mosseri says the company wants to “embrace video more broadly.”

[Image Creds: Instagram]

Instagram’s decision to adopt some of TikTok’s video techniques and features is unsurprising considering the video-streaming app’s escalating popularity. In 2020, TikTok’s average monthly time spent per user  grew by 70% in the US and 80% in the UK, and it now has over a billion users. 

YouTube is another major competitor, also with a focus on video and entertainment. The hunger for dynamic, moving content has certainly swept across social media platforms; it will be interesting to see whether Instagram’s transition yields positive results.

Finally, for our previous #SocialShort, click here.