Social Media Marketing is big business and Facebook, with it’s 2.6 billion active users undoubtedly wears the crown. Demographic shifts have led the business to branch out and in 2012 they acquired Instagram. In July 2020 there are 1 billion active Instagram users, 60% of those are aged between 18-35.
It hasn’t been smooth sailing, Snapchat for a time dominated the under 25 market until Instagram Stories launched in 2016, directly taking on Snapchat at what they did best.
Then came along TikTok.
Launched in 2017 and aimed at the Chinese market, TikTok soon gathered a following with under 25s across the world thanks to the creative nature of the app.
But if you’re wondering why Instagram has launched Reels to challenge TikTok then you have to look at the numbers.
In March 2020 the Coronavirus Pandemic enforced lockdown saw the gradual growth of TikTok users turn into a tsunami of epic proportions. Usage grew from under 2o0 million to 800 million in the space of six months. Whatsmore, Instagram started to feel the hit. Their core demographic, users aged between 25-34, started to use TikTok. It was all too apparent that TikTok was hurting the photo-sharing app as Instagram started to invest in PPC ads on mobile games.
The threat has been exaggerated with the intervention of politics and fear-mongering by international heads of states.
For Facebook Instagram Reels challenge on TikTok was a necessity.