Meta's social media platform Instagram is introducing a '2x speed feature' similar to ByteDance's TikTok, continuing its 'TikTok imitation.' With TikTok leading the way in showing a lot of information in a short amount of time through 'short-form content,' it is interpreted that Meta is following TikTok's strategy to secure younger users.
According to reports from Meta and the IT media outlet TechCrunch on the 28th, Instagram has recently added the ability to watch 'Reels' at 2x speed. Users can press and hold on the left or right side of the screen to play Reels at double speed. Reels is a feature that allows users to create and share short vertical videos on Instagram. It is being used in various ways, from sharing everyday moments by regular users to promoting products by corporations. However, the 2x speed feature is currently available only to some users.
The industry analyzed that TikTok, by extending the existing 15-second video limit and adding a 'fast-forward' feature, was closely followed by Meta. Instagram Reels could initially only upload videos up to 15 seconds long. However, it can now support videos of up to 3 minutes. Instagram has introduced the speed playback feature so that users can watch more content quickly, similar to TikTok.
TechCrunch noted that "if the playback speed of the video can be increased, the likelihood of users watching longer videos to completion increases. Since Reels itself aims for quick and simple content consumption, this can be seen as a change to enhance user experience."
This is not the first time Instagram has imitated TikTok. The 'Remix' feature of Instagram is also modeled after TikTok's 'Duet' feature. The Remix feature allows users to react to another person's Reels video or create video content together.
Meta's 'TikTok copying' is interpreted as a strategy to attract younger users to its services. Instagram and TikTok are perceived as competing platforms as they provide similar short-form content. Particularly in the U.S., it is known that when TikTok was faced with expulsion, Instagram attempted exclusive contracts with popular creators. There have also been reports that Instagram will separate the Reels feature from its existing app to create a separate app.
However, Instagram's global monthly active users (MAU) still surpass that of TikTok. According to data analysis firm Statista, as of February, Instagram recorded 2 billion MAU, ranking third among social media platforms after Facebook and YouTube. TikTok recorded 1.59 billion users, ranking fifth.
Meanwhile, Meta has announced a major overhaul for its service Facebook. Mark Zuckerberg, CEO of Meta, said during a conference call on earnings in January, "This year, we plan to focus on returning to the 'original Facebook,'" and added, "Considerable time will be dedicated to starting changes." The 'original Facebook' refers to the concept of returning to a communication platform for young people, as it was when Zuckerberg first created Facebook in 2004 for college students to communicate with friends on campus.