Instagram: After receiving complaints from people all across the world this week, including criticism from one of Instagram’s most popular users, Kylie Jenner, that Meta’s photo and video sharing platform is trying to replicate TikTok, Instagram has turned back several of the new app features that it had introduced.
Despite this, Instagram’s efforts to displace TikTok in India appeared to have been successful two years after the Chinese app was banned in the country.
According to data that was shared with ET by Sensor Tower, Instagram has been the most downloaded viral short video social media app on both the App store and Google Play in the country since January. This information was shared with ET.
According to data provided by Sensor Tower, Instagram saw 118,700,000 downloads in the country between January and June, while Facebook saw 86,600,000 downloads during the same period.
Popular locally developed short video apps saw downloads ranging from 24,200,000 to 40,800,000 during the same period.
After the ban was placed on TikTok, Instagram moved quickly to capitalize on its short video format known as Reels. Two months after debuting Reels in India through a ‘wide test’ following the ban on TikTok, in September 2020, Facebook’s picture-sharing app Instagram unveiled a new tab for Reels exclusively for users in India.
India is reportedly one of the major markets for Reels for Meta, according to a representative for Meta. “Trends on Reels transcend borders,” the person said.
“Some global trends come into India, and acquire a meaning of their own, and then some from India go global, like the ‘Kacha Badam’ which was sung by a peanut seller in Birbhum district in West Bengal and had creators outside of India making Reels with it.”
The spokesman went on to say that other businesses, including L’Oréal and Maybelline, have employed Reels advertisements to enhance their recall among young users.
Regarding the recent updates and the conversations that have surrounded them, an Instagram spokesperson stated that the company is constantly working on showing users the “right” balance of posts from friends and family, as well as people users don’t follow, as well as the “right” balance of photos and videos based on what users think they’d like to see more of.
This is done to help make Instagram a “great” place for people to discover entertaining content. “We are dedicated to ensuring that each post is pertinent, and we provide individuals with the agency to change the nature of their experience.
“The feedback from our community is essential to getting this right, and we will continue to iterate and explore new alternatives depending on what we’re hearing,” the person who was speaking stated. “Thank you for your time and consideration.”
Reels has developed a variety of features since it was first released in 2020, including 30-second, 60-second, and 90-second reels, the Reels tab, Remix, Reels visual answers, and audio capabilities such as save sounds and audio browser.
According to industry observers, advertisers are demanding significantly more material on Reels, which has also increased influencer earnings.
Aditya Gurwara, the cofounder of influencer marketing company Qoruz, remarked that when TikTok was operational in India, it altered how individuals used and consumed information.
“They proved that the short video format was here to stay,” he said. “Instagram capitalized on that with the TikTok ban. Today, Reels are one of the most popular ways of consuming content.
90% of the influencer marketing is on Reels. Unlike other apps, Instagram already had a user base, so it didn’t have to start from scratch. They also have years of experience with the algorithms.”
Prashant Puri, CEO of the digital marketing firm Ad Lift, stated that digital advertisers are adopting Reels across the board. “It is becoming a need for brands’ social media calendars,” he said. Previously, they would request a story and a post, but now Reels is a crucial component of the mix.
Because of how the algorithm is constructed, the traction they receive from Reels is enormous. From an algorithmic standpoint, reels are pressed harder. Therefore, time spent and interaction with the app is increased.
