It’s been in testing for a while, however in the present day, Instagram has formally introduced that customers can now reply to post comments with Reels, offering one other method to combine Reels into the Instagram course of.
As you’ll be able to see on this instance, now, while you reply to a touch upon a put up, you’ll even have the choice to faucet on the blue Reels button to create a video reply, which is able to then seem as a sticker you can ship to the commentor.
Right here’s one other take a look at the method in motion (through @TheBKH):
It’s one other manner to assist Instagram enhance engagement, whereas additionally leaning into the short-form video development. It’s additionally, unsurprisingly, virtually equivalent to the identical characteristic that TikTok added in June final yr.
Instagram’s added some new coloration choices to the sticker, however basically it’s the identical factor. Which, given Instagram’s newer historical past, is just about par for the course – although it is possible for you to to answer to feedback on common posts and movies with Reels too, which expands the operate a bit.
On one hand, as with all of Instagram’s copycat features, it feels a bit low cost, a bit stale possibly to see it merely re-create what TikTok already does.
Alternatively, it’s working – Meta CEO Mark Zuckerberg famous within the firm’s most recent earnings announcement that Reels is now “the first driver of engagement progress” on the platform, with thousands and thousands of customers now interacting with Reels clips daily. If Meta can hold a number of extra quick video followers on its apps, as a substitute of seeing them drift off to TikTok, that’s a win, and that, in itself, is probably going sufficient to justify its continued copying of TikTok’s options.
However I keep that if Meta actually desires to win again youthful customers, it wants to come back out with new, distinctive options, and paved the way with the most recent developments. A side-effect of replication is that you’re inherently following another person, and for those who’re not seen because the chief within the newest shifts, you’re unlikely to be the cool app, and the place the place youthful customers are primarily interacting.
Meta, after all, is aware of this. The truth is, it’s a key a part of Fb’s progress story – as soon as Fb overtook MySpace as the first social app of alternative amongst mong customers again in 2005, MySpace tried to copy Facebook’s key tools, in a last-ditch effort to stem the consumer migration.
That clearly didn’t work, and Fb ultimately grew to become the place to be, which then propelled the corporate to greater and higher issues.
TikTok is on an analogous trajectory, and whereas Meta’s household of apps is much larger than MySpace ever was, it’s not unfeasible to think about TikTok turning into the highest social app all through the close to future.
Meta has already mentioned that it’s making young users a focus, and as a part of that, it actually must re-establish itself because the chief, not the follower of the most recent developments.