Is TikTok sticking it back to Instagram since they’ve been copying too much? That’s just a joking theory, but it would be hilarious if it were true. TikTok has slapped a proverbial glove across Instagram’s face with the addition of a new ‘Photo Mode’ for still images in the app.
TikTok Tactics
Based on official examples provided, TikTok’s Photo Mode is exactly like Instagram, with users able to post carousels of still images that users can scroll through within the app. According to TikTok:
“Photo Mode allows you to share carousel posts of still images that automatically display one after another. You can add music to soundtrack the images, which viewers can swipe through at their own pace.”
It might appear a bit senseless on TikTok, but then again, maybe it’ll open up new creative options and use cases that will enhance the app’s overall offerings. You can already picture how this could spark new trends, such as before and after shots of a night out, or maybe carousels of memes that will provide another way to reach an audience.
But mostly, it just seems like TikTok is flipping Instagram the bird, which continues to try and replicate its core offers in an effort to maintain its audience. TikTok also added some new editing tools to make it easier to refine your clips before posting. It has also officially announced its longer captions, with creators now having up to 2200 characters to accompany each clip. This is a significant jump from its previous 300-character limit for video descriptions, which also plays into the app’s growing value as a discovery platform, particularly among younger users.
True enough, Google itself recently noted that almost 40% of young people now use TikTok and Instagram for search, instead of Google. Whether that’s Google trying to play up competition in the space or a real trend, it does seem that TikTok is now playing an increasing role in discovery, and having more characters in video descriptions allows you to insert more keywords and search matching.
The Wrap
To note, TikTok has been rolling out these longer descriptions over the past month. Each new element has potential, and it’ll be interesting to see how people adjust to image carousels in the app. Perhaps the more notable element of this new move is how TikTok, whether strategically or obviously, is showing Instagram what it’s like to play the photocopy game – not only is it ironic, but it stands to favor TikTok more over Instagram because if it does end up becoming a popular option, then Instagram will then have to compete with TikTok on its original front.
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