Instagram is overhauling its recommendation algorithms in what analysts say is an attempt to capitalize on TikTok's woes.Changes to its system for suggesting content, particularly on Reels - its short-form video service - will prioritize original content and "give all creators an equal chance of breaking through".
Experts say the Meta-owned platform is trying to copy what has driven the success of TikTok - as its potential ban in the US looms. But some in the creator community say the changes may come too late for users who have lost patience with Instagram's approach to its Reels feature. In a blog post, Instagram said it would "correct" its previous approach to recommending content, which favored accounts with larger followings and "aggregators" which repost lots of other creators' content.
The changes will be rolled out over the next few months. Jasmine Enberg, principal social media analyst at eMarketer, said it was clear what Instagram had in its sights. "The battle for TikTok creators is on," she told. TikTok's highly-personalised algorithm and For You Page of recommended content has made it "the platform of choice" for smaller, emerging creators keen to break through, she said.
Being so adept at promoting viral videos, regardless of who makes them, is what has helped make TikTok so popular worldwide - and is what Meta is seeking to copy, especially with its rival's future in doubt, in the US at least. "Instagram wants to become the go-to platform for those creators if TikTok were to be banned," Ms Enberg explained.
