Disney fans on TikTok will absolutely go nuts about this most recent announcement; it’s both cool and reather timely, and showcases a brilliant example of corporate trolling as TikTok claps back at competitors. TikTok and Disney have got a new partnership and it’ll allow TikTok users to choose from a range of iconic and timeless Disney character voices for its Text-To-Speech feature.
Tired of the generic male and female robotic voices? (At this point, we doul be too) Then why not go for Mickey or C-3PO instead? Heck, you can cause some entertainingly destructive mayhem with your clips voiced as Rocket Racoon if you wanted! For the most part, a lot of the available voices are timeless classics that have, at one point, rocked our childhoods. So while they give TikTok clips all that added nostalgia, they also significantly boost engagement, given how connected most TikTok users are with these much-beloved character voices. Just imagine, how humorous would it be to hear Pinochio say things he otherwise wouldn’t?
Here’s the clutch, this announcement came a day after Instagram had just launched Text-To-Speech for IG Reels. While it does have its own voice effects, almost everyone knows that it’s only a replicant of TikTok’s offer as Text-To-Speech had been available on TikTok since December of last year. Since the feature has already gained, and continues to do so, massive traction on TikTok, it makes sense why Instagram wanted to adopt the same, but, at the same time, it only emphasizes the fact that TikTok is leading the way while Instagram continues to trail behind, ultimately failing to assert its place to “win back the youth”. Copy-cats are not cool.
2-Upping The Competition
What’s interesting to note is that this announcement was unlikely planned. See, the update was scheduled to coincide with Disney+ Day, which was in no way timed after Instagram’s new feature launch. This scenario only further highlights that TikTok is the leader in the space and that Instagram is the older, less cool app that catches up on the cool things months – up to a year – after they began trending.
The incredibly serendipitous timing has allowed TikTok to effortlessly advance to the next stage, making Instagram’s Text-To-Speech second-rate just a day after its release. It also goes to show why TikTok is the most popular app and why it appeals so much to younger, more tech-savvy audiences.
The Wrap
If Meta and Instagram really want to overtake TikTok and win back the youth, then they’ll need to lead in the space once again, something that’s only possible once they actually produce ideas that are original and highly innovative, not just tweaked renditions of already-existing competitor offers. Up until now, the best the Meta and Instagram have done are improvements to messaging, which, compared to TikTok’s highly addictive and engaging content, is unnoticeable.
As things stand, Meta and its range of apps are trying too hard to ride the latest trends. You know how some kids try too hard to fit in and be cool at school and end up at a position that’s lower than when they started? Well that’s Meta right now. If Meta can once again ride the innovation train, and come up with new, cool features like it dead a decade ago, then perhaps it can be the leader once again. Instead of trying to do what TikTok’s doing, it should instead focus on being able to provide what TikTok can’t – Meta is technologically superior and way bigger. It should capitalize on this strength and funnel its efforts into vastly developing its connection tools, such as AR/VR tech and other forms of cyberspace creation. Until Meta realizes where it can and can’t shoot ahead, TikTok keeps the crown.
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