This is interesting.
Last week, as Instagram released its TikTok-inspired Reels functionality in more regions, amid ongoing speculation about the future of TikTok in the US, tech analyst Josh Constine notes that one of the main drawbacks of Reels at launch is that there is no front page presence for the functionality, making it more difficult to find Reels content.
Instagram Reels Can’t Win Without A Conviction About Micro-Entertainment:
-Rielen needs home page presence like this mockup I made
-Creators should simply share with the algorithm, not friends, so that they can experiment with cringey / crazy content without ruining their profile pic.twitter.com/qqzv6Wyccu– Josh Constine -SignalFire (@JoshConstine) August 8, 2020
If Instagram really wants to build a TikTok rival, it should probably consider the directness of the TikTok feed, which opens up to a car-playing video stream when you launch the app.
And it seems that Instagram is aware of the same.
Today, several German Instagram users have reported seeing a new layout on Instagram, which puts a new Reels button on the bottom toolbar, and places the Discover magnifying glass to the top, next to the Direct tab.
You can see the updated format in these screenshots, posted by the user @AJ_Malakai on Twitter (and shared by social media expert Matt Navarra) – – the play button with a circle is the new stream of Reels, with the discover button up.
That would give the Reels feed a lot more focus, which could make it a more important element. Even if, as Constine also notes in his tweet, Instagram’s Reels algorithm is not on par with the TikTok stream, just yet.
TikTok’s algorithm is seen as an important element in the success of the app, with the focus of the app shifted to content, not to contacts. All videos posted to TikTok can be viewed by anyone unless a user chooses to make their account private. So unlike Instagram, where only your friends will see your posts, the main TikTok feed can be populated by a wider range of clips that match your interests.
Given the privacy parameters already established within Instagram, it can not really replicate this experience with Reels, unless it appears to display all publicly placed Reels in its own tab. Which is still not the same, because it will not open up Reels content, as TikTok does. But it’s closer. That turns out to be what Instagram goes with in this test.
Initial responses to Reels in general, however, suggest that the option still has a way of going toward truly competitive TikTok.
The New York Times today published a shameful review of the option, with a well-known industry journalist Taylor Lorenz writing:
“I can definitely say that Reels is the worst feature I have ever used. “
Lorenz specifically criticized the functionality of the option, noting that:
“[Reels is] confusing, frustrating and impossible to navigate. It’s like Instagram took all current functionality on Stories (a tool to publish montages of photos and videos with added filters, text and music clips), and jammed them into a separate, new intricate interface for no reason. “
Most responses to Twitter seem to reflect the same thing – Reels is okay, but it’s not TikTok. So if TikTok finally avoids a ban in the US, it will likely retain its audience, even with Instagram making its big push.
Could a new Reels tab on the main screen change that? Maybe. Maybe, by giving Reels more exposure, more creators will be attracted to try it out – but based on early responses, it probably has a few other issues to work out, and it probably, really, makes Instagram a bit bloated, as myself and others have suggested.
So far, the new format only seems to be testing in Germany, where Reels was launched back in June. We asked Instagram for more info, and we will update this post as / when we hear back.
UPDATE (8/13): Instagram has confirmed the test, providing this statement:
“We’re testing a new tab on Instagram to make it easier for people to enjoy Reels. We’re bringing this to places where we’re testing Reels a bit, and will decide how to roll this out further.”
