Why Reels Struggles To Compete With TikTok
When Instagram launched ‘Stories’ in 2016, a blatant copy of Snapchat’s key function, there was initial scepticism. It was unclear if the new feature would succeed with competition like Snapchat, despite built-in audiences existing already on Instagram. Users pushed back for a short while but eventually almost everyone (except Gen Z) moved over to Instagram Stories.
With ‘Reels’ launching a couple of weeks ago, the conversation around Instagram’s ethics and unoriginality came back into the public sphere. We all eventually got on board with Instagram Stories, so can we expect the same level of engagement with Reels down the line? Not unless they change some pretty major elements of Reels to compete with TikTok.
The Algorithm… Sucks
One of TikTok’s greatest features is its algorithm that quickly understands what the user wants, to an almost terrifying degree. Carefully curated For You Pages serve highly relevant content to the user, but at time of publishing Reels struggles to even identify relevant accounts, let alone Reels. For example, my Instagram account primarily follows social media marketers. I know for a fact that many are creating Reels as we all get sucked into playing with a shiny new toy thrown our way. However, when I start to scroll through Reels that content is nowhere to be seen. Instead I’m shown videos about fitness, dance, travel, and comedy that doesn’t really hit my funny bone. While I might enjoy seeing a Reel from somebody I follow in my feed, I have absolutely no desire to spend any time scrolling through Reels - which definitely can’t be said for my endless scrolling on TikTok.
Post-Production Doesn’t Exist
On TikTok you have capabilities to (very easily) spruce up your video after it has been shot. This means that users can upload from their camera roll or record in TikTok and change filters, adjust the speed (including reverse and slow-mo), or add effects like rain, bling, and light leaks. Reels doesn’t even let you add a filter, so if you want your Reel to look eye-catching then you’re much better off creating in TikTok and later sharing to Instagram. If you want any filters in Reels then you better be recording with the app and hope it doesn’t crash.
Barriers To Content Production
Firstly, you can’t save audios. This is a major barrier for creating content. TikTok allows you to save audios, because not everyone is in the mood to create content during a scrolling spree. Accessing saved audios makes it easier to go into the app when you’re ready to create, select the audio, and use it. Being unable to save audios on Reels means that instead of saving it for later and making content down the line, users will simply… Not make the content. In addition to this, the app is infamous for crashing somewhat regularly. With effects such as filters or speed adjustments only available when recording within Instagram users need to decide if creating on Instagram is worth the risk of an app crash and losing your work, or simply not using any features they offer. Or not creating the content at all.
People held onto Snapchat for a while due to its filters that transformed the user and/or their environment. Once Instagram launched enough interesting filters it was game over for Snapchat (RIP), so it’s interesting to see that they haven’t learned from last time. Instagram needs to identify the key reasons people use TikTok in order to effectively integrate it into their own platform. It isn’t just “15 second videos”, just as Snapchat isn’t just “short posts that expire”, and reducing it to that is detrimental to their own success.