Social media platforms are constantly changing to fit their users' needs and desires. For example, back in 2016, Instagram rolled out its story feature, allowing users to share photos or videos that would disappear after 24 hours. Now, not too long ago, Instagram released its latest feature called Reels. 

This Reels feature allows users to share short videos with audio. It was created to provide Instagram users the ability to make videos like the ones on TikTok. Now Instagram is changing its algorithm to resemble TikTok in that it will show users suggested content on their feed. 

These changes have left many users asking why Instagram is trying to look like TikTok. The social media marketing Denver team at Denver Media Group has rounded up some of the key reasons why Instagram may be doing this. 

Why is Instagram starting to look like TikTok?

If you are utilizing social media marketing for your business, you know that social media platforms serve different purposes and have different audiences. For example, Instagram is commonly used as a photo-sharing platform, while Twitter is used for sharing thoughts. 

However, users are starting to see that Instagram is shifting its priorities to video-based content. Our social media marketing Denver team has rounded up some reasons why Instagram is starting to do this. 

Internet users are spending more time on TikTok

Every social media platform wants to keep its users on its app for as long as possible. They do not want them to go to another app. That is one reason why Instagram created Reels to cater to users who love video-based content. 

On average, TikTok users spend 95 minutes per day on the platform and they open the app at least eight times throughout the day. Since people are spending so much time on TikTok, they are less likely to jump on another app.

Video-based content is trending.

People spend so much time on TikTok because they love video-based content. Other social media platforms have taken notice of this rising demand and started to add short-form content to their sites. Youtube now has Shorts, Instagram created Reels and even Snapchat has a short-video feature. 

However, none of these platforms have been able to overthrow TikTok. A few reasons for why so many people love TikTok are its algorithm, entertainment and authenticity. The content on TikTok is not over-edited like we are used to seeing on Instagram. It encourages users to be more casual and relatable, which is what keeps bringing users back. 

Ad spending on Meta has decreased.

Meta is the parent company of Facebook, Instagram and Whatsapp. They reported recently that they saw a steeper than expected drop in revenue. Its revenue was $28.82 billion compared to the expected $28.94 billion. The reason they claim they saw a drop in revenue is due to Apple’s iOS privacy update which limits Meta’s ability to track users. This Apple update caused many companies to limit their ad budgets. To prevent companies from going to other platforms for ads, Meta is making adjustments that mimic competitors, like more video content and suggested posts. 

Will Instagram return to what it once was?

The answer is no. Social media experts say Instagram will not return to just being a photo-sharing app. Users should expect to see more video-based content on their feeds. To stay on top of the recent changes, companies should start to integrate short videos into their existing Instagram content. 

Using Reels will help you get more engagement on Instagram. If you are not sure what type of content you should make, our social media marketing Denver team suggests you create:

• Educational content

• DIYs

• Behind-the-scenes material

• Engaging interviews

Start creating Reels with a social media marketing Denver company!

If you need help creating videos and managing your social media accounts, let Denver Media Group help! Our team can help you create engaging social media content and grow your presence in the public eye by utilizing digital marketing strategies. Contact us to get started.