And with good reason...
TikTok generated “the most downloads for any app ever in a quarter” in Q1 2020, according to Adweek.
Also, TikTok’s core demographic is rapidly changing. While once dominated by Gen-Z users, Millennial's now make up a greater share of TikTok’s user base than ever before — making the platform a much more attractive proposition for advertisers.
According to recent data from Comscore, the percentage of US-based TikTok users aged between 25-34 increased from 22.4% in January to 27.4% in April, while the 18-24-year-old bracket fell from 41.1% to 35.3%.
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Instagram has taken notice and they have been testing something new. Introducing Instagram Reels: a new way to record 15-second clips set to music on Instagram.
Instagram is hoping to do to what they did to SnapChat Stories with Reels. If you remember, Snap had stories first and Instagram created their own remarkably similar version and they are now the most popular stories platform.
After first being tested in Brazil, Instagram’s latest video feature is now being rolled out in Germany and France.
Like TikTok, users can record 15-second video clips set to music and share them to Stories.
Users can choose from a huge library of music, borrow audio from another video, or record their own original soundtrack.
There is also a handy video countdown timer and the option to adjust your video’s speed — just like you can on TikTok.
Instagram Reels can be shared on Instagram Stories, sent directly to specific users, or added to a new Reels tab on a user’s profile. There is a brand-new discovery section in Instagram Explore: Top Reels, where the best-performing public Reels will have the chance to go viral.
Instagram has not revealed when or if Instagram Reels will be rolled out worldwide. As soon as it launches in the U.S., we will create a full tutorial on how to use what sounds like the hottest new feature to come to Instagram in 2020.