New York — Instagram, the popular social media platform owned by Meta, has unveiled a series of updates over the past few days that reflect its determination to compete head-on with TikTok. As TikTok faces ongoing uncertainty in the United States, Instagram appears to be positioning itself to capture the attention of creators and audiences alike through significant changes to its interface and features.
On Sunday, Meta announced the launch of a new video-editing app called Edits, which is strikingly similar to CapCut, a tool widely used by TikTok creators. Edits aims to provide content creators with an all-in-one solution for crafting polished videos. The introduction of this app underscores Meta’s efforts to align Instagram’s ecosystem with the needs of today’s video-centric social media landscape.
Adam Mosseri, the head of Instagram, has been a prominent voice behind these updates. On Friday, he announced a fundamental shift in the platform’s visual design, replacing its signature square photo grids with rectangular layouts. This move aligns Instagram’s aesthetic more closely with TikTok, signaling a direct appeal to users familiar with the competing platform’s format.
Further demonstrating its commitment to video content, Instagram has extended the maximum length of Reels from 90 seconds to three minutes. This change, announced on Saturday, mirrors TikTok’s decision to promote longer videos in 2023. Mosseri explained the rationale behind this adjustment in an Instagram post, stating, “Short-form video has always been our focus, but we’ve consistently heard from creators that longer formats allow for richer storytelling and deeper engagement.”
These updates come at a time when TikTok’s presence in the United States remains precarious. On Saturday night, both TikTok and its companion editing app CapCut became temporarily inaccessible to U.S. users due to legal restrictions aimed at banning the platform. During this brief window, Instagram appeared poised to capitalize on the disruption, offering creators an alternative for their content needs. However, former President Donald Trump’s announcement on Sunday of an executive order reinstating TikTok’s accessibility quickly reversed the situation. TikTok’s restoration limited the immediate impact Instagram may have hoped to achieve.
Mosseri also used Sunday to introduce the Edits app via an Instagram video. He emphasized Meta’s dedication to empowering creators, stating, “Our goal is to provide the best creative tools, not just for Instagram, but for all platforms where creators share their stories.” While Edits is already available for download, its full functionality will not be rolled out until February, adding anticipation to the app’s launch.
Instagram’s evolution is a direct response to the seismic shifts caused by TikTok’s rise. Since 2020, TikTok has redefined how users engage with social media, drawing millions away from platforms like Instagram and forcing them to innovate. Instagram’s introduction of Reels in August 2020 was one of its first major efforts to reclaim user attention, yet the platform has continued to face stiff competition.
The emergence of alternative platforms, such as RedNote, further complicates the landscape. During TikTok’s brief shutdown, these competitors saw a surge in user activity, while Instagram’s own growth remained incremental. This trend highlights the increasing fragmentation of the social media market, where users are exploring diverse platforms rather than relying solely on established names.
With its latest updates, Instagram is signaling a renewed focus on meeting the demands of content creators. By offering tools like Edits and expanding the capabilities of Reels, the platform aims to strengthen its appeal in an environment where creativity and adaptability are paramount. However, whether these efforts will be sufficient to rival TikTok’s cultural and market dominance remains an open question.
