Instagram is introducing new video features, heavily inspired by TikTok, as the popular short-form video platform faces potential bans in some countries. This move highlights the fierce competition between the two social media giants.Instagram, the social media platform owned by Meta, has introduced a series of updates that seem aimed at capitalizing on the uncertainty surrounding TikTok’s future. With TikTok’s accessibility for U.S. users temporarily disrupted over the weekend due to a pending ban, Instagram has made several significant changes to attract creators and users who rely on short-form video content.
On Sunday, Meta unveiled a new app called Edits, which bears a striking resemblance to CapCut, a popular video editing app owned by ByteDance, the parent company of TikTok. Edits is positioned as a robust tool for video creators and is available in app stores now, though it will not be fully functional until February. The move comes as Meta aims to solidify Instagram’s position as a hub for creators across multiple platforms.
Key Changes to Instagram Features
Adam Mosseri, head of Instagram, made several announcements over the weekend. On Friday, he revealed that Instagram’s iconic square photo grid will now display images as rectangles, a format that closely mirrors TikTok’s profile page design. This change marks a significant departure from the traditional Instagram aesthetic and aligns more closely with TikTok’s user interface.
Additionally, Instagram has increased the maximum length for Reels videos from 90 seconds to three minutes. The move is a direct response to TikTok, which began encouraging longer-form content in 2023. Mosseri stated in an Instagram post on Saturday, “We’ve historically only allowed reels up to 90 seconds given our focus on short-form video, but we’ve heard the feedback that this is just too short for those who want to share longer stories.”
In a video introducing the Edits app, Mosseri emphasized the importance of providing creators with compelling tools, regardless of the platforms they use. “There is a lot going on in the world right now, and no matter what happens, we think it’s our job to create the most compelling creative tools for those of you who make videos not just for Instagram but for platforms out there,” he said.
TikTok’s Temporary Shutdown and Rapid Return
These updates were unveiled during a weekend of significant uncertainty for TikTok users. TikTok and CapCut ceased operations for U.S. users on Saturday night, just hours before a law banning TikTok was set to go into effect. The disruption gave Instagram an opportunity to draw in displaced TikTok users. However, the window of opportunity was short-lived. On Sunday, former President Donald Trump announced plans to issue an executive order to restore TikTok’s accessibility. By Sunday evening, TikTok was back online in the United States.
Meta’s Competitive Strategy
Since TikTok’s rise to prominence in 2020, Instagram has faced increasing pressure to retain users’ attention. The platform launched Reels in August 2020 as a direct competitor to TikTok’s short-form video format. The recent updates—including the longer Reels duration, redesigned profile grids, and the introduction of the Edits app—demonstrate Meta’s commitment to remaining competitive in the short-form video market.
However, Instagram’s efforts to lure TikTok users may not have been as effective as hoped. During TikTok’s brief shutdown, other alternatives like the Chinese-owned app RedNote saw a surge in downloads, while Instagram’s user acquisition increased only slightly.
Challenges Ahead
Despite these updates, Instagram’s ability to compete with TikTok remains uncertain. TikTok has cultivated a deeply engaged user base and has consistently innovated to stay ahead of rivals. Moreover, Meta’s announcement of the Edits app just hours after TikTok’s return suggests that Instagram’s strategy may struggle to gain traction among creators already loyal to TikTok and CapCut.
As Instagram continues to evolve, its success will depend on its ability to not only replicate features but also offer unique value that differentiates it from TikTok. For now, the competition between the two platforms remains fierce, with users and creators watching closely to see how the landscape of short-form video content unfolds.
