Move over Tik Tok as Instagram Reels it in
COVID, China, Donald Trump, Tik Tok - these are the themes dominating the media right now. Among my peers, it is hard to have a conversation without hearing the words ‘Tik Tok’. Who knew that a video-sharing app that allows users to create and share up to one minute videos, on any topic, is exactly what we needed when we’re at home isolating!
With an endless feed of videos, users are exposed to endless amounts of content catered to their likes and interests and it has taken off in Australia. So much so that the latest Roy Morgan data has shown that over 1.6 million Australians have visited the Tik Tok website, or used the app.
Move over Tik Tok as Insta Reels it in
Yesterday, Instagram released ‘Instagram Reels’, a new feature that, *what a shock*, allows people to make and upload 15-second videos featuring music and other special effects… sound familiar?
The option to make a ‘reel’ appears in Instagram’s in-app camera feature, next to the abundance of filming additions Instagram has - such as boomerang and the live video streaming option. Reels can be recorded in a series of clips (one at a time), all at once, or through using video uploads from your gallery. You can then share your reel to your followers as a private account or, as a public account, you can share your reel to the explore page for it to be discovered by the wider Instagram community.
If consumers aren’t familiar with the new ‘reels’ option, they soon will be, with Instagram overhauling it’s entire Explore page with autoplaying a number of reels, oddly familiar to Tik Toks ‘for you’ page. Virtually immediately, the search for new content and posts has become easier, leaving users on the app for even longer. The Explore page now showcases the best of trending culture on Instagram.
What about Tik Tok?
Despite its increasing popularity, the future of Tik Tok remains uncertain as continual concerns are being raised regarding its user data harvesting efforts. Donald Trump recently threatened to ban the app to all American users, whilst governments all around the world are in discussions to do the same. India has already banned the app and now there are discussions of Microsoft partially acquiring the app.
Whilst Australian Prime Minister, Scott Morrison, confirmed on the 5th of August that Australia had no plans to ban or restrict the app - naturally, consumers want something else. They love the platform, but for many, it’s not worth the compromise on security. Luckily, Instagram has heard the concerns, and, in true Instagram fashion, have offered an alternative.
Response
Australian creators and influencers are already in on the new trend with the launch day seeing Instagram Reels created by Tammy Hembrow, Kayla Itsines and sports leagues.
So, if you want to be the next Charlie D’Amelio or Addison Rae, perhaps Reels will be your ticket to social media fame!
Written by Cassie Darcy
Cassie Darcy is an intern at POPCOM. With a love of all things social, Cassie works across digital PR. You can reach her on cassie@popcom.com.au.
