Instagram courts TikTok users with algorithm revamp

1. Algorithm Overhaul:

   • Instagram is undergoing a significant revamp of its recommendation algorithms. The primary goal is to enhance user experience and attract TikTok users who might be seeking a similar short-form video experience.
   • These changes primarily affect the Reels feature, which is Instagram’s answer to TikTok’s viral video format.
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   Prioritizing Original Content:

   • The updated system will prioritize original content. This means that all creators, regardless of their follower count or popularity, will have an equal chance to break through.
   • By emphasizing originality, Instagram hopes to replicate TikTok’s success in promoting diverse and engaging content.

3. TikTok’s Algorithm:

   • TikTok’s personalized algorithm has been a game-changer. Its “For You” page consistently delivers viral videos to users, regardless of the creator’s fame.
   • Instagram aims to capture this magic by fine-tuning its own algorithm to surface captivating content.

4. Instagram’s Ambition:

   • With TikTok facing potential bans in some regions (including the US), Instagram sees an opportunity. It wants to become the go-to platform for creators seeking a similar experience.
   • By focusing on original content, Instagram hopes to attract TikTok users who might be looking for an alternative.

5. Challenges and Skepticism:

   • Instagram’s frequent algorithm changes have sparked mixed reactions. Some creators express frustration, especially smaller ones who feel left behind.
   • The constant fluctuations in reach and stifled growth have led to skepticism. Creators want stability and predictability.

6. Aggregator Accounts:

   • Under the upcoming changes, aggregator accounts (those that repost content from other creators) will no longer be recommended in Explore or Reels feeds.
   • Instagram aims to reward original creators by prioritizing their content over duplicates.

In summary, Instagram is strategically courting TikTok creators, but the success of these changes remains uncertain. Only time will reveal whether they resonate with users and creators alike.