Will Reels, Instagram’s TikTok, work?

Why is Reels neither a hit nor a flop? Reels isn’t just a different format for the same kind of content people already share on Instagram. Unlike Stories, which matched what people already wanted from Instagram (photos and videos from people you know), Reels/TikToks are created for and by randos. The whole point is that anyone might see it, so you ... See more

Now, the question is whether Instagram should replace their default view with a “full screen video experience” that would basically complete their transition into a wholesale TikTok clone.