Instagram clearly admits that TikTok is far ahead of them. The head of Instagram, Adam Mosseri is not too happy with Reels which was made to be TikTok’s competitor. He candidly discussed that he is not too thrilled about Reels, which was supposed to tackle TikTok’s format of video posting.
Adam says that he is not too happy yet, he is still looking for that fine line where he known that people can consume this format, but so far, he still thinks that the team has a long way before they can even compete against TikTok. Reels is not that popular as compared to TikTok, and he said that he has to be completely honest, that TikTok is far ahead as compared to Instagram’s Reels format.
Adam further said that the reason for TikTok’s success is the fact that it has new and fresh filters always on the horizon, which Instagram is not making all by itself. But he is determined and knows that they will follow suit and make something very similar to it. Adam said that what we have to do is that we have to create something that won’t turn into a meme only, that we have to create something that creative artists can use and make something entirely of their own, something that is going to “pop”. Instagram’s users have reported that they do not know which platform is for which, people are not aware of IGTV and Instagram videos, IGTV is for longer videos, according to Adam. What Adam came to the conclusion was that, Instagram needs to clearly change its design so that it can help users identify which format is for which, and that is the change it gravely needs.