In a bid to lure creators away from TikTok, especially amid potential US restrictions on the app, Instagram is overhauling its Reels recommendation system. The changes prioritize original content and aim to provide a more level playing field for smaller creators.
Mimicking TikTok’s Recipe for Success
Analysts believe Instagram is emulating TikTok’s successful formula, which revolves around a highly personalized “For You” page curating content specifically for each user. This focus on original content and discoverability for emerging creators has made TikTok a favorite platform for many.
Instagram’s recent struggles with Reels, coupled with the uncertain future of TikTok in the US, has created an opportunity for them to capture a larger share of the short-form video market.
Prioritizing Originality and Fair Play
The new Instagram algorithm will de-emphasize accounts with massive followings and “aggregators” that primarily repost content from others. This aims to give smaller creators a fairer shot at getting their work seen.
Here’s a breakdown of the key changes:
- Demoting Reposted Content: Accounts that frequently post content they haven’t created or significantly modified will be excluded from recommendation sections like Reels and Explore.
- Boosting Originals: When Instagram detects duplicate videos, the original will be prioritized in recommendations. This ensures creators are credited even if their work is reposted. (Excludes remixes and parodies)
- Attribution Labels: Reposted content will now display labels crediting the original creator.
Mixed Reactions from the Creator Community
While some creators view these changes positively, others remain skeptical. Concerns include:
- Playing Catch-Up: Some creators feel the changes come too late, having already grown frustrated with Instagram’s frequent algorithm shifts.
- Uncertain Impact: The effectiveness of the revamped system in attracting and retaining creators is yet to be seen.
Beyond Instagram: The Broader Social Media Landscape
Meta isn’t the only platform taking cues from TikTok. Twitch, the popular live-streaming service, has also launched a TikTok-inspired short video feed for mobile users. This “Discovery Feed” offers a personalized stream of clips and live content, aiming to enhance discoverability for both viewers and streamers.
However, the jury’s still out on whether these platform tweaks truly resonate with creators and audiences. Some creators are exploring alternative platforms like LinkedIn, while others believe the future might lie in a “humble return” to traditional marketing methods like in-person events.
Overall, Instagram’s algorithm revamp reflects the growing competition in the short-form video space. Whether it will successfully dethrone TikTok or simply be another chapter in the ongoing battle for creator loyalty remains to be seen.