Kim Kardashian and Kylie Jenner can’t do anything about it, Instagram’s transformation into a sort of TikTok looks set to take place. In a video published on social networks on July 26, Adam Mosseri, the boss of the second social network of the Meta group, justifies the approach of his teams. “I have to be honest, I believe more and more that Instagram is going to become [une plateforme de] video over time.” Adam Mosseri explains that these changes are probably inevitable, even if the application does not change its design. “If you look at what people are sharing on Instagram, there are more and more videos.»
Instagram continues to imitate TikTok
For context, Adam Mosseri’s reaction is due to a new design that Instagram has been experimenting with since the end of July 2022. A “small percentage of users” currently no longer has access to the traditional app and instead sees a feed similar to TikTok, with full-screen posts and a mix between Reels (the videos) and traditional posts.
After having long tried to copy TiKTok with dedicated applications, Facebook’s parent company now seems to be betting on a transformation of Instagram, its most popular application among young people. This new version of Instagram divides and provokes the rebellion of several users of the application, including celebrities, who are campaigning for Instagram to remain Instagram. Some don’t want that TikTok-like, shopping features, or unified messaging with Messenger in the app.
Will Instagram roll out this new design to all users? As it stands, this is just a test. The interface currently presented will probably evolve but, given the words of Adam Mosseri, it seems very likely to see this new design generalized soon. Instagram thinks that photo sharing is no longer a priority in 2022 and will do everything not to let TikTok win the short video market.