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Instagram is no stranger to adding features that look very similar to competitive platforms, and Reels is just the latest example. But can Reels take on TikTok, an influencer and Gen Z darling, during a vulnerable time when tumultuous politics bring the platform’s future into question? Let’s dig in…
On usability, TikTok fans find that the functionality of Reels is less sophisticated than TikTok, and with techy glitches that can hurt content creation quality, this is an important piece to consider for adoption. While TikTok is still accessible to creators, many influencers are opting to continue with creation on TikTok, then syndication to Instagram.Image: allisonholkerboss
As far as reporting goes, having prior Instagram content context on IGTV, feed and stories performance will allow us to compare performance on Reels to other types of IG content. We’ll look to quantify this performance based on metrics such as impression delivery (as a percentage of audience size), engagements and quality of content. This ease of performance comparison can potentially give Reels an edge for marketers.Image of @jessicawang
While Reels is a relatively new Instagram feature, the coming weeks will be telling, not only for adoption of the feature, but also for the fate of TikTok. We’ll continue to keep a close eye on content performance and creator interest in using Reels, optimizing campaigns to include video-focused content to maximize creativity and performance.
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