Instagram Feature Replication: TikTok vs Snap
Why things aren't going well this time around for Instagram
Instagram is seeing TikTok usage grow and is trying to replicate TikTok. The same way it did with Snap’s Stories and filters. It worked with Snap. It’s looking more questionable with TikTok. I’ll break down what I think is happening.
Instagram User Usage Patterns:
Stories represent the highest volume of content shared
Stories don’t require much editing - at most adding a photo filter or AR filter
Posts represent a curated permanent collection
Instagram grid serves as a catalog of a person’s public identity
Instagram’s 2022 TikTok Replication Implementation:
Instagram reels are often videos from TikTok and feature a TikTok watermark
Instagram users are expecting content from people they follow and seeing a lot of content from people they don’t follow
Instagram users are seeing content from people they follow in a way that is less interesting to them - bad videos instead of good photos
The cycle Instagram is trying to create is one in which users watch endless short-form clips the same way they do on TikTok.
What’s actually happening:
IG users are on the app looking for content about people they follow
They are getting content about people they don’t follow
IG users that like the short form video focus see a bunch of TikTok watermarks for the best video content - which leads them to start using TikTok more
IG users that don’t like short form video begin using Instagram less
IG users that open it to keep up with friends either reduce usage or use platforms that only have their friends (Snap)
The reason why the emulation of Snap’s features worked is because Snap is inherently a social network - just like Instagram. People on Snap are mostly connected to people they know. Snap users are on Snap seeking content from they know. Feature replication from Snap to Instagram is inherently smooth.
TikTok is effectively short-form Youtube + mobile video editing tools with all users required to log in. This leads to comments which is social in the way Youtube comments are social.
The majority of Instagram users share content. The majority of TikTok users passively view content created by others. One reason is the editing time for TikTok is a lot higher than for Instagram. Imported features from TikTok have the effect of reducing the % of users on Instagram that share content.
Instagram is effectively trying to embed a short form Youtube into its social network. Since TikTok is optimized for video editing - Instagram is actually pushing their motivated video creators to use TikTok to create videos before importing them into Instagram.
Instagram isn’t accounting for is the % of users that do not watch YouTube or TikTok. Adding or encouraging video usage may be beneficial - but the current execution is leading to a disaster.
What are your thoughts?
