Instagram goes after TikTok

Facebook / Instagram is at it again - except this time, I don't see much traction in their future.

A few days ago it was announced that Instagram has started testing a new feature (currently only in Brazil & North America) called 'Reels', in an obvious attempt to steal attention from TikTok (formerly known as musical.ly) - a massive social competitor in the app space that started with a younger audience, but that's starting to garner much older attention. Although Instagram was able to minimize the success of Snapchat (their once massive competitor) by introducing stories & filters, something tells me they're not going to be so successful this time around.

With people 'reeling' (pun completely intended) at Instagram's lack of organic reach and hashtags - which no longer producing the traction it once did, many are looking at other platforms to put fun and exposure back into the soul of social media, and for now, TikTok seems to be it (and yes, LinkedIn I love you too, but I digress). It's fresh, it's fun, and it's NOT run by Facebook.

People are tired of Zuckerberg having so much control over the social media landscape and looking to other platforms is a way of taking our power back and giving a big, happy, F#CK you to Zuckerberg. I mean realistically, why keep investing time, energy, and creativity on their platforms (Facebook & Instagram) if they continue to minimize our reach, even to our actual followers?

That question is why users are really starting to look to the future of their social experiences, rather than get sucked into what feels like a black hole of business, greed, and lack of appreciation for the ones who built up the platforms in the first place - we the users.

Would love to hear your thoughts on the subject - Do you think Instagram will succeed at keeping current and dominant in this space or are we seeing a fresh new wave of where the future of our attention and efforts are headed?

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