Is Video Content REEL-ly (Really) Changing the Game?
The short answer? Yes.
The long answer...
A Background on Algorithms and Platforms: TikTok vs. Instagram
If you haven't heard, TikTok is making waves in social media. TikTok is a short-form video sharing app, where users can create a variety of videos ranging from challenges, dance videos, educational content, and vlogs. Like all social media platforms, the main goal is to keep the user on the app for as long as possible. TikTok's algorithm was different, and genius. TikTok has a For-You-Page (FYP) where the app will feed the user content that the algorithm thinks the user will like. Essentially, every users' FYP is unique to them, and curated based on the their interaction with certain content. For example, if you watch a funny dog video a few times, TikTok recognises you like funny dog videos, and the algorithm will feed you more, similar content, even if you do not follow the account which posted the video.
At this point, organic growth on Instagram was hard. The only efficient way to reach users who had an interest in your content, but who weren't following you, was by paying for ad space. Instagram was monetising their platform.
This caused many creators to focus more time and energy on TikTok, because they could easily reach new audiences and exponentially grow their platforms, all without spending a dime. Currently, the platforms are tied at approximately 1 billion users each, where TikTok launched in 2017, and Instagram in 2010.
In response to TikTok's popularity, Instagram adjusted their algorithm and created Instagram Reels. Now, with Reels, the algorithm shows the user content from both accounts that the user follows, and the ones they don't, provided that the content is similar to what the user has engaged with. This opens up a huge opportunity for Instagram creators to tap into, if they have the skill, time, and energy to create video content.
As we know, the proof is in the pudding, so let's move onto my case study...
Want to explore Reels but don't have the skill, time and/or energy? Email me, cass@cassbratt.com