In 2019, TikTok began to make a noticeable impact on the world of social media. In 2020, TikTok was flourishing, giving lockdown residents something to do and a way to connect with their community, even in isolation; the app had 850 million downloads.
In 2023, Montana became the first state to ban the China-based app. And in 2024, the United States passed an approved ban on TikTok unless it sells to a different entity.
And yet, with all that controversy in such a short period of time….
Social Media Platforms Copied TikTok Enthusiastically
Instagram launched Reels, a copycat of TikTok short-form videos, in August 2020. As of the end of 2023, Reels had a higher reach than any other form of content on Instagram, with an average reach of 30% and over 500 million daily users. Reels now has its own feature on each user’s profile, so you can bypass traditional photos and video posts.
YouTube launched YouTube Shorts, another copycat of TikTok short-form videos, in March 2021. As of Spring 2024, stats show that more than 70% of time spent on YouTube is on mobile and YouTube Shorts can get up to fifty billion views in just one day. YouTube Shorts also now have their own tab under a profile, to bypass traditional long-form videos.
Facebook launched Reels on its platform in September 2021 and globally as of February 2022. Two years later, stats show that Reels have the highest form of engagement on the app, bypassing traditional video formats, photos, and text-only posts.
Pinterest launched Idea Pins in 2021, encouraging users to use videos and multiple graphics instead of photos only.
Reddit updated its video player along the same time, to create a TikTok like scrolling experience.
And many apps opted into “Suggested Content” media, adding users and pages to people’s feeds that they weren’t already following. It appeared that the secret to TikTok’s success wasn’t just short-form video and fast entertainment, but exposing their users to new content all the time.
So What Apps Added Suggested Content and For You Feeds in an Attempt to Be Like TikTok?
- Spotify (yes, that’s right, no one is immune from a suggested-content experience)
- Snapchat
- X (formerly known as Twitter)
- YouTube
- Many More….
The Backlash of Copying TikTok… Does It Still Exist?
When these programs launched and infiltrated feeds – short-form videos, suggested posts, for you scrolling selections – the outraged cry was real and loud. Reddit threads, Facebook posts, Tweets, and Instagram stories all shared the angry cry of wanting their old platforms back. I myself will raise my hand to being personally victimized by Spotify’s SmartShuffle feature more than once.
Research for this article turned up headlines that touted “every app feels like TikTok, but worse” and “all social media is becoming the same”. Someone even claimed that the videos were “killing social media.”
To this day, I still am constantly changing my settings to adjust Suggested Posts out of my line of sight. And I know I’m not alone. But, do the stats back us up? I’m a Millennial, afterall, and my experience can’t speak for an entire generation or for the preferences of Boomers, Gen X, and Gen Z.
Are the updates to the feeds of Facebook, Instagram, Reddit, Spotify, YouTube and so many others driving users away?
It Appears It Works: Copying TikTok’s Approach to Social Media Can Be a Success
The short answer: copying TikTok can revive your platform, whether users want to admit it or not. The biggest surprise was seeing the comeback of Pinterest, which was on its way out just a few years ago when they pivoted to use TikTok like approaches to their social media uploads and displays with Pinterest Ideas.
As of 2024, Pinterest is the 15th most popular social media app (for reference, X/Twitter is down to 12). Pinterest has almost 500 million monthly users, up 16 million users from the previous quarter and their revenue increased 12% in 2023.
It’s not just dying apps, though, that saw the benefits. Instagram Reels are booming, with 1 billion private shares a day in direct messages. 21% of Gen Z adults use Reels on a weekly basis, proving that the new generations are in it for the short-form, vertical content.
And as of the end of 2023, Facebook is still the largest online social media site globally. Although younger generations have begun to drop using Facebook, it doesn’t affect that older generations are still gathering and using the social media site frequently and without pause.
If You’re Waiting on the Short-Form Video Game, It’s Time to Jump In
The ban on TikTok creates a feeling of mistrust in the app, and suggested posts clogging up everyone’s feeds can cause a big outcry across all social media forums. But the fact is that short-form content is continuing to rise in popularity and can refresh feeds for both users and marketers.
Many social media apps favor users and influencers who advertise through Reels and Shorts, hoping to push a larger audience into the content, and it’s working.
It’s time to stop the pause, waiting to see what happens, and embrace where it’s going. The headlines are loud that no one is happy, but users are still flocking to their favorite apps without slowing down. As users are exposed to these For You feeds and new vertical video scrolls, habits will adapt with them.
Talk to your marketing team, pull them in, and see how you can use these updates to your advantage. Even if you’re not a fan, the newer generation is embracing the tide, and it’s important to market to them as you grow and expand your business. #EmbracetheBrand
Get a free consult with our digital marketers at Bimeo Digital Marketing. Based in Baltimore, MD, we work with small businesses locally and across the country. We adapt your content strategy to your target audience and use the latest social media stats to push your content in front of as many interested eyes as possible. It’s your company, you deserve the best.
