Instagram is testing turning every video on its platform into a ‘Reel’, the short-form video imitation of TikTok’s format. With it comes features such as other people using the original audio from the video to create their own Reel, or ‘remixing’ the Reel, similar to TikTok’s own ‘Duet’ feature. TikTok-esque videos have been popular on both Facebook and Instagram, making up approximately one fifth of the content consumed on Instagram. Turning all video content into Reels gives Meta more content to circulate and would therefore mean people would spend more time on the platform and consume more advertising. Is Meta afraid of Tiktok popularity ?
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