On Instagram, the new reign of video upsets creators and advertisers

SURVEY – To compete with TikTok, Meta’s app is sharply increasing the visibility of its Reels video format. Creators of photo content are penalized.

Instagram is changing its face. For several weeks now, the main thread of the photo application has given pride of place to short and vertical videos from accounts to which the user is not necessarily subscribed. This new format, called “Reel”, is an assumed copy of the Chinese application TikTok, whose growing popularity worries the Meta group to the highest degree. “TikTok takes time from Instagram. It therefore begins to offer the same thing in order to avoid the transhumance of users and advertisers.deciphers Arthus Kannas, president of the Heaven agency.

Mark Zuckerberg has made Reels a strategic priority, even if it means radically overhauling the user experience on Instagram: between advertisements and suggested content, more than 30% of the publications displayed on the application’s main feed have not been requested by the user. internet user. Adam Mosseri, the boss of the application, warned last year: “Instagram is no longer a sharing app…

This article is for subscribers only. You have 82% left to discover.

Cultivating your freedom is cultivating your curiosity.

Keep reading your article for €0.99 for the first month

Already subscribed? Login

Leave a Reply

Your email address will not be published.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Never miss any important news. Subscribe to our newsletter.