Inner Sircle

On this episode, I talk about how Instagram Reels are REAL and worth a second look! I reference this article and specifically: 87% of Gen Z TikTok users who have used Instagram Reels agree with the statement, “Instagram Reels is basically the same as TikTok.” Most respondents (daily or weekly) who have used Instagram Reels do not think that TikTok is inherently special. 61% of Gen Z TikTok users said they plan to spend more time on Instagram in TikTok’s place. Instagram was the #1 alternative destination for the youths; Snapchat came in second, with 34% planning to spend more time there instead of TikTok. Bottom line: Millennials can say all they want about Reels having an inferior UX to TikTok’s, but Gen Z seems interested in Instagram’s latest copycat. Marketers hoping to reach Gen Z might not want to write the feature off just yet—especially given that TikTok's eventual buyer may not even inherit its celebrated algorithm and engineers.