Instagram is continuing to make new changes to its platform in an effort to compete with TikTok.
The company’s various video formats will be condensed, with all videos under 15 minutes appearing as Reels.
Reels is the product that is most closely in competition with TikTok, so emphasizing this feature could mean significant changes to how businesses market on the platform.
However, after making its commitment to a more video-centric platform (which includes a feed that would feature full-screen videos) public scrutiny came swift. Even one of the platform’s most followed users, Kylie Jenner, spoke out against these changes.
As a result, Instagram’s head Adam Mosseri said the company would be walking back on some of the updates.
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Without the support of some of its biggest revenue generators, Instagram is at the mercy of the public — at least until it identifies another strategy to set it apart from its competitors.