This archive report was first published on 7 August 2020.
Facebook's relentless pursuit of dominance has led to a copycat strategy, where its apps clone their competitors' features. Instagram, once known for its simplicity, has become a prime example of this approach.
As Sarah Frier, a social media reporter at Bloomberg, noted in an article published on August 6, 2020, Instagram's complexity has become a major issue. Frier's mother, for instance, was confused by the app's various features, including 'Stories' and 'Reels.'
Instagram's Reels feature, launched in July 2020, is a direct clone of TikTok's popular video app. The feature allows users to post videos that disappear within 24 hours, similar to Snapchat's 'Stories.' However, Instagram's Reels also have a dedicated section on the Explore page, making it harder for users to navigate.
Instagram's founders had resisted major changes to the app, even after its acquisition by Facebook in 2012, to preserve its ease of use. However, the company's focus on dominance has led to a shift in its priorities. As Vishal Shah, Instagram's head of product, said, 'A product that is simple but that no one uses because it's irrelevant doesn't matter.'
While Instagram's Reels feature has gained traction, it remains to be seen whether it will increase users' affinity for the app. The feature's success is largely dependent on its ability to attract users who are already familiar with TikTok's format.
