Instagram is making bold moves to win over TikTok’s user base, launching several updates and a new app just as its rival faces turbulence in the U.S.
In recent days, Instagram, owned by Meta, announced changes that mirror TikTok’s popular features. One notable update is the introduction of longer Reels, extending their maximum length from 90 seconds to three minutes, a move directly inspired by TikTok’s push toward longer video content. “We’ve heard feedback that users want to tell longer stories,” explained Instagram head Adam Mosseri in a weekend post.
On top of this, Instagram has redesigned its iconic grid, replacing its signature square photos with a rectangular layout reminiscent of TikTok’s profile design. However, the most ambitious rollout is a standalone app called Edits, which emulates CapCut, a widely used editing app owned by TikTok’s parent company, ByteDance. While Edits is available for download, it won’t be fully functional until February.
These changes come as TikTok temporarily went offline for U.S. users last weekend due to an impending federal ban. The shutdown lasted only hours before President-elect Donald Trump pledged to restore the app through executive action. Despite this brief disruption, Instagram appears eager to capture any TikTok users searching for alternatives.
Instagram’s recent moves underscore the intensifying competition between the two platforms. Since TikTok gained traction in 2020, Instagram has struggled to retain its dominance in short-form video content. The introduction of Reels in 2020 marked Instagram’s first significant response, but TikTok’s unique appeal has continued to challenge Meta’s efforts.
Even with TikTok’s weekend shutdown, Instagram’s growth lagged behind other emerging alternatives, such as the China-owned app RedNote. While Instagram saw a slight increase in downloads, RedNote surged in popularity, suggesting users may not automatically gravitate toward Instagram in TikTok’s absence.
