TikTok has become a threat for the reign exercised by Mark Zuckerberg through Goal Platforms (parent company of Facebook, Instagram and Whatsapp) for various reasons:
We find ourselves in the same context in which Snapchatwith its filters and the invention of stories, began to scratch in 2016 young users to Zuckerberg’s platforms. A new audiovisual concept was then generated based on the impact of the ephemeral.
Instagram responded by successfully and shamelessly copying the model of stories that disappear in 24 hours. In fact, Kevin Weil, one of his directors, came to say that copying is the way tech companies work and that good ideas start in one place and then spread throughout the industry.
It has not worked for Instagram to copy TikTok
However, Instagram has imposed on all its users the tiktokization of its platform, prioritizing video (the reels) on the photographs and using the algorithm to see stories and content from other users and not from the friends who are followed.
This has generated a wave of indignation among some instagramerswhich show a loss of platform identity.
In fact, thousands of users have signed on Change.org the petition Make Instagram be Instagram again: stop trying to be TikTok, I just want to see pretty pictures of my friends.
Faced with the wave of criticism, Adam Mosseri, the head of Instagram, has declared: “If we do not fail at some time, it is because we’re not thinking big or bold enough”. However, in a video statement he also made it clear that, “to be honest, the video is going to have more and more weight on Instagram.”
The future of Zuckerberg passes through the video
TikTok has managed to attract new content creators, it has built an algorithm that quickly catches the user by offering videos of interest as soon as they enter the social network.
In addition, he has been able to monetize it, so his income is increasingly higher.
For its part, Meta is aware of this situation and knows that the future of social networks lies in the videocentrism. Instagram does not want to have the same ending that Fotolog hadbut you have to develop and consolidate your video usage strategy.
It is estimated that, in 2022, 82 percent of all internet traffic will be video. ● An article from Jorge Gallardo-Camachodirector of the Degree in Audiovisual Communication and New Media, Camilo Jose Cela University. This article was originally published on The Conversation. read the original.
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Zuckerberg’s future hangs in the balance of videocentrism