How TikTok Saved Instagram's New App...

The below is a great insight piece by Miles Tragen who started as an Account Executive last week. Everyday I'm inspired by the insights and analytics that our team provides. This is a perfect example...

"Let's Talk About #InstagramThreads

-The Situation

Formerly Musically, TikTok is unsurprisingly heavily audio-based. Despite this, a large number of individuals view with the audio off. 

Videos with captions, therefore, are more successful, especially with non-native speaking individuals and those hard of hearing or deaf.

PLYmedia found that just 66% of non-subtitled videos are watched to completion, compared 91% of those subtitled.

-The Problem

Despite this, captioning on Tiktok is a laborious process. Threads accidentally solved this. 

Created over a year ago, with limited success, Instagram re-released Threads with a few changes, namely an auto subtitle feature.

-The Solution

Tiktokers are using Threads to subtitle their content and then upload their Thread-made videos to TikTok where they reached millions

-The Result

Threads is now the number 1 app in the US.

-Now What?

We can expect two things;

1. Instagram will roll out auto-captioning across Reels and Stories.

2. Tiktok will improve its captioning system, offering a similar auto function.

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