IS REELS THE NEXT TIKTOK?
Instagram’s Snapchat clone, Instagram Stories, grew into a major force on social and an important tool for brands. So how does Instagram’s TikTok clone, Reels, stack up? Is Reels a serious threat to TikTok’s future?
Here we’ll compare the features of the two apps, and what that means for the future of short-form video.
What Reels and TikTok Have in Common
At the core, Reels and TikTok share the same basic template for a successful short-form video platform. Reels has emulated TikTok’s “For You Page” with its own discovery page, that allows users to find new creators and diverse types of content. Both apps offer a wide variety of effects and sounds to bring videos to life, and both push users to record short, 15-second posts. However, that’s about it for the similarities between the two.
TikTok’s Unique Features
Following its U.S. launch in 2018, TikTok has had some time to work out the kinks and develop truly unique features.
Advanced Algorithm (aka EXTREMELY addictive!): Perhaps one of the biggest drivers of TikTok’s success is the recommendation system it uses to curate content. From the moment you sign on TikTok and begin interacting with content, TikTok learns your preferences and customizes your “For You Page.” While different people may come across the same videos, each person’s feed is unique and tailored specifically to them. That’s why it’s so hard to put the app down! It will take a long time for Instagram to replicate TikTok’s algorithm.
Automatic Alignment with Music: TikTok offers “sound sync,” which automatically rearranges and trims your recorded clips to align best with whatever audio you’re using. According to The New York Times, an editing process that takes fifteen seconds on TikTok (thanks to sound sync) can take up to five minutes on Reels.
Duets: The duet feature quite literally brings the TikTok community together by allowing creators to directly react to and take part in each other’s videos. This method of video repurposing is currently untouched by any other social media app.
The Following Feed: Unlike the “For You Page,” TikTok’s “Following” feed only shows users you are following on TikTok. This would be a natural extension for Reels to incorporate, so we believe it’s only a matter of time until it hops on the bandwagon.
Desktop Accessibility: TikTok offers a robust experience from a computer web browser. You’re able to explore both your “For You” and “Following” pages, follow users, like videos, and explore sounds. Reels videos don’t exist on the desktop version of Instagram’s explore page, so the only way to find Reels videos on a desktop is if they organically appear in your feed.
Varying Video Length Options: TikToks can last up to 60 seconds, while videos on Reels currently cannot exceed 15 seconds.
The Question of Authenticity
Beyond its features, TikTok has another unique and distinctive advantage - its unbridled authenticity. Consumers have flocked to TikTok because it invites them to share joyful, unfiltered content that highlights their innate creativity.
On the other hand, Instagram has developed a reputation for polished and filtered “picture-perfect” content. Users are much more likely to see Instagram content as aspirational, where they can only share their absolute best self.
Since Reels is wedged into the middle of the Instagram experience, it’s questionable how well creators and viewers will switch from perfect, Instagrammable moments to raw and authentic Reels. Can Reels ever recreate TikTok’s inviting and easy culture, while sitting within Instagram?
The Verdict
It’s safe to say that, at the moment, TikTok is light years ahead of Reels. That said, we anticipate Instagram will keep investing to improve Reels, just as they did with Stories.
Our team at Movers+Shakers is keeping a pulse on Reels, TikTok, and other emerging platforms, understanding which best suit our clients’ needs. We’ll keep you posted with what we’re seeing!
