Instagram is not happy with the results it is getting from Reels. The world of technology is often more about replicating successes than inventing them. Some companies are trying to create the next TikTok. Services like Facebook have sought to create clones of this short-video model with the Reels project.
The head of Instagram says they are not happy with the current state of Reels
In 2019 the platform launched the feature on Instagram. Like TikTok, it consists of a video format limited to 15 seconds and with a music library that you can use. The feature has been promoted by users of this social network, but the truth is that it is still far from competing with the Chinese app, Tiktok. Perhaps this is why Adam Mosseri, the head of Instagram, confessed in an interview that he is not satisfied with the way the format works today.
“I’m not yet happy with it,” he says. “We’re growing both in terms of how much people are sharing and how much people are consuming, but we have a long way to go. And we have to be honest that TikTok is ahead.”
What is the reason behind it? Mosseri believes that the key thing is using stickers or filters to create trends. According to the Instagram head, this is an aspect in which Facebook does not have much experience yet. For him, the key to formats like Reels lies in giving creators the tools for them to design those memes or trends.
The second problem that Mosseri recognizes is the diversity of formats on Instagram. The platform today has regular posts, live streams, IGTV, stories, and now Reels. This saturation can make many people do not quite understand the point of having so many formats or why should people pay more attention to one than another?
“That’s probably too nuanced a distinction to resonate with anybody, so we’re looking about how we can — not just with IGTV, but across all of Instagram — simplify and consolidate ideas, because last year we placed a lot of new bets,” Mosseri stated. “”I think this year we have to go back to our focus on simplicity and craft.”