The US TikTok ban that was supposed to begin on September 20th is on hold…for now, but the future of the app is still unclear. While TikTok users and creators are still enjoying the app, for the time being, if the app will still exist in the U.S. next year is uncertain.
All of the talks about TikTok’s potential ban understandably have creators and users of the app in a fluster. While there are other similar apps, none have anywhere near as much traction as TikTok.
But back in August, Instagram rolled out a new feature eerily similar to the short-form video style on TikTok known as “Instagram Reels.” IG Reels is very similar to TikTok, as it allows users to record and edit short 15-second videos and share them with the world.
Is there potential for Instagram Reels to overtake TikTok even if it stays? Does the answer change if TikTok does become fully banned in the U.S.?
Instagram Reels vs TikTok
IG Reels works a whole lot like TikTok at first glance. You can choose from a simple suite of tools to create 15-second videos with custom text, music, special effects, and other technology. There’s also a dedicated way to share the clips right on Instagram’s billion+ monthly user platform.
When you dig deeper, you can see the differences. Mashable calls Reels “not only a clone, but a poor relative of TikTok” because of its limited editing tools and connection with the unconvincing Discovery page. The Discovery page works in a similar way to all social media recommendation feeds, but it falls eons behind TikTok’s incredibly addicting and far-too-accurate For You Page.
Reels are also missing the virality of TikTok by lacking the duets feature. These may be just some of the reasons why TikTok creators haven’t yet jumped ship to Reels.
Different Users
Another consideration is the user-base on each app. Instagram’s huge audience spans Gen-X, late-adoption Millennials, and even Boomers, all of the people that struggle to keep up with the elaborate tools and fast-pace of TikTok. TikTok is dominated by the younger generations, and when you consider the different users on each app, it starts to be more clear how IG Reels may appeal to those who already use the app.
As a young Millennial, I, and many of my peers, are active on both apps but slightly more drawn to Instagram as it’s been part of our social platforms for over 10 years. The difference in users was never more clear to me than when I asked my 13-year old sister about IG Reels and she responded “Oh, I don’t know I don’t really use Instagram.” It’s unlikely she, or her friends, would jump to IG Reels anytime soon.
Remember Snapchat Stories…
Before you write off IG Reels, remember the unexpected success of Stories. When Instagram first introduced the Stories feature in 2016, people were unimpressed and doubtful. Experts claimed that Stories could never take away from Snapchat’s new, innovative format for sharing temporary content.
Only a year after Stories emerged, it was labeled a “Snapchat-crushing feature” and has gained far more popularity than Snapchat entirely. The copycat feature was scoffed at in the beginning but proved to be a winning strategy.
Reasons Creators May Embrace Reels
The argument most make right now is that Reels will not replace TikTok because it appeals to a different user base with a different goal. Essentially, Reels makes the short-form video accessible for “basics” as Mashable puts it. Of course, Reels will need to improve on its usability, but Stories was much the same at first.
Despite all of the differences between TikTok and Reels, there are some very good reasons why creators and casual users may embrace the feature.
- Convenience. Reels makes it very easy for people to share multiple kinds of content in one place, much like Stories did. It’s more user-friendly to have the short-form video as a segment of an existing app rather than an entirely different platform. This is a huge part of the reason why Stories took off.
- Diversification. Few creators are promising to abandon TikTok for Reels, but many told TIME that they plan to experiment with the feature while still using TikTok. Again, this is the same thing people did with Stories, and it allows them to spread their reach to multiple platforms.
- Connected with other IG features. One mega-influencer, comedian Amanda Cerny, plans to use Reels to place alongside her long-form IGTV sketches. When all on one platform, there are more opportunities for directing traffic. Think about how many creators and brands post Stories in contingency with their new static/feed posts.
Will Reels Become the New TikTok?
Right now, it’s a bit too early to tell what the future of Reels holds. Instagram already attempted (and failed) to compete with TikTok using a separate app. As part of Instagram, Reels holds an entirely different potential.
Many TikTok lovers and creators are skeptical that Reels can fully fill the role of TikTok, but many are stating they will experiment with it anyways. For Instagram, the key will be getting established creators on Reels and refining some of its features.
One interesting consideration is the future of TikTok. If TikTok is here to stay, then there will certainly be a strenuous dynamic between the two, but if TikTok does in fact get banned, then Reels could be the logical plan B.
While the future of Reels is uncertain, there are many doubters and critics. But before you write off the feature as just a TikTok wannabe, remember, nobody thought Instagram stories could displace Snapchat…