Can Instagram Reels take on TikTok?

Can Instagram Reels take on TikTok?

If you haven’t seen it already, but you probably have – Instagram Reels is here and has occupied our Instagram feeds.

For those who aren’t aware, Reels is Facebook’s answer to TikTok, where you can create 15-second clips with features like selecting an audio track, speeding up or slow down a video, adding effects, and setting up a timer to record a clip, most of it just like TikTok.

We have all seen this before, when Instagram introduced the Stories feature which looked exactly like Snapchat, but with a touch of Facebook.

Currently, there are more than one billion active accounts, 500 million-plus people globally use Stories, more than 50% Instagram accounts use Explore every month. So, they clearly have the numbers on their side. Said that, will Reels work?

Well, from the creation point of view, it’s become a bit complicated than being simple, with the choice of doing a Live video, or uploading a Story, uploading a 60 second video on the feed or a longer one in the form of IGTV or now as Reels.

Even from the user’s point of view, it’s become more noisier than before, the attention is divided and eventually sides will be chosen.

What do I mean by that?

With Reels having their own space in the Explore section, what might happen according to me is this, there will be a specific percentage of people who are Reels users and the rest Instagram users who want to focus on just the feed or their community.

When that happens, Instagram might make it a stand-alone app, just like it tried now with Lasso, their original TikTok copycat but is now shutdown, because maybe it was too soon.

TikTok had its own persona, which made it unique, making it that standalone short-video app, with advanced tools and an algorithm which pushed videos of all creators based on what you wanted to watch.

Not to forget, with their additional 60 second video features, TikTok in India had evolved over the lip-syncing feature and users were making some amazing stories or educational content for the platform. That type of content has just not been seen on Instagram even though they had the features.

That also means, until TikTok isn’t back, there’s a massive space in the market for a short-video app to conquer, if not the majority because of Reels.

Only time will tell where the storm heads, we have a bunch of short-video apps being launched in the market, and as we saw with Instagram Stories, Snapchat still exists. TikTok might make a comeback in the future. And the new apps. The bottom line is we are heading for more content than ever before.


I have a daily podcast too, Mindset Marketing Movies – an RTH24 podcast – daily digestible episodes on mindset, marketing and movies.

You can listen to it at –
Spotify|| Apple Podcasts || Breaker|| JioSaavn || PocketCasts || Google Podcasts