TikTok Emulated to Reach a Younger AudienceBy Andrea Villar | Thu, 08/13/2020 - 12:44
TikTok has become the benchmark for the most recent Snapchat and Instagram releases to compete directly with the Chinese application. On Wednesday, Instagram launched its Reels feature in 50 countries, including Mexico. But its strategy is not to try to get its users to migrate to another platform. Instead, Instagram added one more tab to the app to allow users to make and watch short videos without leaving the platform, just like TikTok.
But why did TikTok become a benchmark? TikTok was the most downloaded social media app worldwide as of September 2019, registering nearly 60 million installs, according to a Sensor Tower report. Instagram’s Reels will allow users to create and post 15-second recordings with music or other audio, similar to TikTok, although the latter allows videos of up to 60 seconds. Reels will also offer a suite of editing tools, such as a countdown timer and tools for adjusting the speed of the video.
Instagram Product Manager Vishal Shah admitted that TikTok has done a great job but said it had not invented the market for short videos. The Chinese app took up the foundations of the defunct Vine platform and knew how to exploit the concept. Snapchat also announced on Aug. 3 that users will soon see a new feature enabled to add songs to their videos, after signing song rights agreements with various music companies including Warner Music Group, Universal Music, and Merlin.
Will these new features be able to compete with TikTok, which despite the threats of prohibition in the US, has accumulated more than 1,500 million downloads worldwide since 2016? Time, and the market, will tell.
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