The reason why Instagram prioritizes Reels: short-form videos are search engines.
Instagram is focused on Instagram Reels right now, and the reasoning behind this (IMO) is that they understand that short-form video is the future...
You might not have thought about TikTok as a search engine, but teenagers do.
It’s not just a social media platform for sharing funny videos, although that’s certainly part of it. TikTok is also a place where people go to find out about the latest trends—and not just in fashion/beauty.
In fact, 40% of teenagers use TikTok to search for quick answers to whatever it is they are looking for. (https://mashable.com/article/gen-z-tiktok-search-engine-google)
This is why I think Instagram is focused on Instagram Reels right now. Short-form videos are the future of online searches.
Google changed how we "find" things online.
Pinterest and Google Images made search more visual.
TikTok and YouTube are making search more engaging with quick answers to your questions.
Social media platforms were designed to make connections easier. Remember MySpace?!?! Facebook, Twitter, and Instagram all started to connect us with friends and family in different ways.
Video and image platforms like YouTube, Pinterest, and even Flickr were built on sharing and finding interesting content. These platforms are more about search, with some people following their favorite creators to keep up with their content.
Tiktok combines the two. Their "For You” page (FYP) algorithm determines what type of content each individual user may be looking for, and users can connect with their friends in a different tab.
What do any of us really want from videos? We want content that educates, entertains, or inspires us. And we also want something quick and easy to consume.
Short-form video can do this because:
1: Short-form videos are more immersive. Studies have shown that our brains process visuals 60,000 times faster than text, so it stands to reason that we are more likely to pay attention to a video that is right in front of us than something that we have to scroll down to see.
Short-form videos are also more personal. It often feels like the person or brand is talking directly to you, which is important for relationship building.
2: Short-form videos get to the point a lot quicker. This is important when you are searching for something specific. Consider this: how many people complain about food bloggers telling their life stories in the intro of a blog post before finally getting to the recipe?
TikTok videos get straight to the recipe!
3. Short-form videos are more shareable than longer videos. Because they are so easy to consume, people are more likely to share them with their friends, which helps to increase a video’s reach.
People are watching more short-form videos than ever before. In 2022, online videos will make up more than 82% of all consumer internet traffic, which is 15 times higher than that figure was in 2017 (Cisco). So it makes sense that Meta would want Facebook and Instagram to have a share of these views…
How Meta is (trying) to find new ways to compete with TikTok
As TikTok grows in popularity, Meta has felt the pressure to compete. We are watching Meta attempt to switch up their business model in real-time as they focus on connecting people with common interests and helping them find the content they’ll love.
The problem is that Instagram and Facebook started with the goal of connecting people, and now they are trying to be search engines…
People don’t necessarily want that. They want to see what their friends are up to and share in that experience. They want to connect with people (including the “people” behind their favorite brands) and not just consume content.
But Instagram pushed recommendations for new content to users (okay, mostly Reels from algorithm-suggested accounts), and the backlash was swift and came from the top—“the “top” being the Kardashians. When people with MILLIONS of followers on Instagram talk, the platform listens.
Instagram stopped flooding the main feed with so many recommendations and is now trying to figure out the next steps in transforming its platform to keep users happy and staying within in the app (the longer viewers watch videos and stay within the app, the more digital advertising dollars they can get from brands).
… Which, let’s be honest — $$$ is the REAL reason why Instagram prioritizes Reels.
TikTok has largely been successful because it focused on connection and community from the start and hasn’t abandoned that notion in favor of solely becoming search engine material. And that’s something that Meta is going to have to learn if they want to stay relevant in the social media landscape.
Wait, what does this short-form video stuff and Meta having a mid-life crisis mean for small business owners and marketers?
Well, I am glad you asked: it means that no matter what happens with your favorite social media platforms, short-form videos will only gain in popularity. It’s up to you to figure out how to make it work with your marketing efforts.
I know we are all trying to figure out how to incorporate Instagram Reels and short-form video into our marketing plan, but I will say - it really does help get your brand in front of new customers and helps you grow.
If you want to learn more, sign up for my “RECIPE FOR SOCIAL MEDIA” class where I will go through all the recent changes and help marketers & small business owners come up with a game plan that works FOR THEM… Not videos based on trends. Details: https://www.eventbrite.com/e/387652528147
Here are some more links that can help: