TikTok Is Setting the Ground Rules for Social Media

Ads on TikTok reach about 18% of adult internet users. That’s 885 million people. They’re spending more time on TikTok too (44 minutes per user per day), busting Facebook’s record of 38.9 minutes and defying predictions that usage would decline as nations emerged from lockdown.

These are just some reasons that it’s hardly surprising that competitor platforms are looking for ways to replicate TikTok’s success.

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Instagram pushes short videos to Reels. Instagram has announced that any videos posted to public accounts will now be moved to Reels. The platform had recently extended the maximum length of reels from 60 to 90 seconds. Now any new video less than 15 minutes in length will be shared as a Reel. Video and Reels content will be consolidated under one tab on user profiles, reflecting Instagram head Adam Mosseri’s stated priority of focusing on short form video in 2022.

When Reels are posted to a public profile, they may be eligible and recommended for more people to see. However, consistent with the short form emphasis, only videos up to 90 seconds in length will be eligible for the Discovery and recommendation system.

Facebook launches a Feeds tab. Meanwhile, Meta CEO Mark Zuckerberg announced two significant changes to the Facebook app that will make it feel like a hybrid of TikTok and classic Facebook:

• The Home tab will include more personalized content recommendations, with a greater emphasis on Reels and Stories.
• A new Feeds tab that will allow users to see posts from friends, groups and Pages in reverse chronological order.

The first of those changes highlights Facebook’s commitment to growing short form video content. Stories, which are visible for 24 hours, can include, but are not restricted to, video content. Reels are videos up to 60 seconds in length.

In 2016, Zuckerberg said: “We see a world that is video-first with video at the heart of all of our apps and services.” Competition from TikTok is spurring the veteran social media platform to make good on that promise.