Dretsch says that users have seen some of same TikTok reels on Instagram, and it seems to them platforms may be merging – which they don’t like; users want brands to make funny videos for TikTok but not to post the same videos on Instagram or Facebook.
Counterintuitively, the similarity of short-form videos now appearing on Instagram has Gen Zers pining for the days when their Instagram feed showed them only pretty pictures. While they acknowledge that short form content can grab their attention, Gen Zers report wanting the videos to stay on TikTok. Dretsch says that users have seen some of same TikTok reels on Instagram, and it seems to them platforms may be merging – which they don’t like; users want brands to make funny videos for TikTok but not to post the same videos on Instagram or Facebook.