Its no secret that Instagram is losing thesocial mediawar to TikTok.
IfMetasapp is ever going to reverse this trend, it needs to come up with new and interesting features.
Or so youd think.
And goddamn, its copying the hell out of TikTok.
To make every video posted on the platform a Reel.
A feature that, if you remember,was stolen from TikTok anyway.
On one hand, yeah, that makes sense.
Having two different flavors of video on one platform is kinda confusing.
But when you take a step back from this, the story changes.
Lets look at the stats.
On a purely numerical level, Instagram is ahead of TikTok.
The former app has around1.4 billion users, while the latter 1 billion.
On the surface, this looks good.
But that doesnt tell the full story.
The real problem is whos using the apps and how theyre using them.
Last year, the number of Gen Z TikTok userssurpassed that of Instagram.
To reframe that, Metas app is becoming unfashionable amongst the youth.
And while marketersstill prefer Instagram over TikTok, this wont last long..
Currently, the average time spent on Instagram globally is 28 minutes.
On TikTok this clocks inat 52 minutes.
Those are levels of engagement that cant be ignored.
The majority of marketing is a conservative industry, always on the lookout for a sure thing.
While there are easy-to-follow best practices for Instagram, the same doesnt currently exist for TikTok.
And when it does, its inevitable that marketers and their money will flow into TikTok.
Effectively, Meta is panicking.
Its main competitor is attracting a younger audience that spends far more time on the app than its own.
But this isnt that world.
