In today's world of social media platforms, TikTok stands tall at the top of the pile. Formerly known as musical.ly, TikTok is as successful as it is for a number of reasons. For starters, the social media platform in its current form fills a void that its predecessors like Vine had left in the social media space. It is, therefore, not difficult to see why the social media app has taken off in popularity the way that it had.
Importantly, it does not hurt that the current TikTok algorithm within the app and the ability to share videos to other major platforms seem to support the viral reach of videos. Even TikTok users that are numbered among "the least of these" will post a video that will get likes, views, comments, and good support. Some go on to be viral, reaching far beyond the app and become Internet phenomenons. Add to that the fact that the tag of the person whose video is being shared remains throughout the duration of the video, and you get users who are eager to use the platform and grow their profiles in the social media space.
A Closer Look At TikTok Competitor Instagram Reels
In many ways (before Facebook bought the app), Instagram had a much freer algorithm where hashtags yielded a greater reach for the content posted by users and the chances of posting viral content were much higher. However, that has significantly changed. As such, other social media apps like TikTok have been allowed to take up space. The competition has forced Instagram to evolve and implement new features. The most recent feature in this evolution is the addition of Reels which are very TikTokesque in how it functions.
Some popular features that IG Reels and TikTok share include stitching together shorter videos that combine to make one video that is designed to promote a particular idea, point, or just for fun. The use of filters, as well as the addition of music, text, voice alterations, and other features, are among the TikTok adaptations used on IG Reels.
It is true that IG Instagram has done well through Reels to ensure that they don't lose a significant portion of their user-base to TikTok by now offering TikTok's appeal right there in the IG app. However, it is hardly likely that this will hurt TikTok in a similar manner that IG Stories arguably hurt Snapchat. For starters, TikTok by design (algorithm and sharability features) plays to the desire for virality that brands, influencers, and other users are looking for with their digital brands.