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Instagram Finally Becomes TikTok, Will Start Showing Full Screen Recommended Videos in Your Feed

George Kamau by George Kamau
July 1, 2021
in News
Reading Time: 4 mins read
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Instagram Reels Remix

What do you do as a tech company when even subtly cloning features from rival apps doesn’t keep users on your platform – steal the whole damn format.

TikTok has been Instagram‘s main rival and the Facebook-owned company has been trying to capture the TikTok audience and its remaining users with new features copied from TikTok.

Reels was a direct aim for TikTok short-form video but Instagram isn’t done yet. They are experimenting with algorithmic additions within the main feed. They recently announced that they’ll be mixing Suggested Posts with regular posts inside your feed with the addition of topics for users to pick to fine-tune what the algorithm shows on their main feed – something TikTok prompts you to do when you first sign up.

Instagram is taking it even further and will start showing full screen videos recommended by the alforithm and will feature on your main feed including videos from people you don’t follow – similar to TikTok’s For You Page.

“We’re also going to be experimenting with how do we embrace video more broadly — full screen, immersive, entertaining, mobile-first video. You’ll see us do a number of things, or experiment with a number of things in this space over the coming months,” said Facebook’s head on Instagram, Adam Mosseri confirming the shift of the platform from being just a photo-sharing app.

Changes are coming to video on Instagram 📺

At Instagram we’re always trying to build new features that help you get the most out of your experience. Right now we’re focused on four key areas: Creators, Video, Shopping and Messaging. pic.twitter.com/ezFp4hfDpf

— Adam Mosseri (@mosseri) June 30, 2021

This announcement was meant with a lot of criticism on Twitter:

Not everyone likes or wants video! Ugh the internet has such potential for all kinds of creativity and people just keep going back to what makes the fastest money. Fuck money. https://t.co/uGwdcqi3oJ

— ♪ Raraらららら ♪ (老人バンギャ🙃) NEXT: SGG @ 渋谷REX 4/29 (@RaraSensei) July 1, 2021
https://twitter.com/navalang/status/1410342817138946053

Wonder how long before we look at our old feed posts with the same level as cringe as when we used to write on our friends' Facebook walls or write facebook statuses in the 3rd person (already started for me tbh) https://t.co/bhq9X6P9iv

— Karissa Bell (@karissabe) June 30, 2021

Always love seeing senior execs at other mobile platforms use Twitter to disseminate meaningful news and information about their companies #OnlyOnTwitter $TWTR 👇🔥 https://t.co/g7v6JRvAHk

— Rich Greenfield, LightShed 🔦 (@RichLightShed) June 30, 2021

remember when mosseri talked about hiding likes on Instagram to improve well-being? after mostly abandoning that, he’ll now further clone tiktok. IOW, instead of defusing IG’s addiction-inducing patterns, they’ll instead keep duping a prime contender for most addictive app ever https://t.co/kfi0BCqAIG

— ben grosser (@bengrosser) June 30, 2021

Twitter just needs to improve its media tab, and we wouldn’t need Instagram anymore https://t.co/qYPhPkqiYz

— Saint Mari (@teslimalabi_) July 1, 2021

So Instagram is now Tiktok

Not an original idea coming from this company in years. Innovation is dead at Facebook https://t.co/GyfcwSMoDT

— Cody Permenter (@somecody) June 30, 2021
https://twitter.com/miarsato/status/1410358308737892356

I very much love how social media apps have no earthly clue what they're actually used for and go full stream ahead on making themselves completely unusable https://t.co/osNnwrgDnv

— Meghan Ball (@EldritchGirl) June 30, 2021
https://twitter.com/joshuaogundu/status/1410328882897510400

99% of my IG activity these days is in Stories, but this still bums me out.

Still photos are still Instagram’s soul, IMO. https://t.co/hYJQJ2H1md

— Michael J. Miraflor (@michaelmiraflor) July 1, 2021

Instagram hates photographers and has pivoted to video several times now yet somehow their video options are still a total mess? Nobody at Facebook/Instagram seems to know what they're doing even on a basic tech level, much less spiritually. https://t.co/zC8QOnAWtV

— Clayton Cubitt (@claytoncubitt) June 30, 2021
https://twitter.com/entysads/status/1410372709717004291

billion dollar idea: start a photo sharing app https://t.co/akC5KyV3lS

— modest proposal (@modestproposal1) June 30, 2021

we know, that's the problem. https://t.co/xQwIcDO8lw

— rae 🫠 (@RaeWitte) June 30, 2021

New Features Coming to Instagram

Tags: InstagramInstagram ReelsTikTok
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George Kamau

George Kamau

I brunch on consumer tech | [email protected]

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