A good photo with a spectacular horizon, to be able to be on a paradise island, the moment in which we embark on the plane, to also be able to be an exotic destination … We all know well the ins and outs of Instagram and how this social network has become shop window in which to put our most beautiful side. The representation of triumph and happiness, of personal achievement, and why not, give a little envy to our followers. This cult of vanity has become the main engine of social networks, and some profiles become even grotesque in this regard, incorporating deep pseudo phrases to wrap more if the profile fits into a mystical aura. Yes, we talk about Instagram, the ‘social’ phenomenon of the moment.
But all this could have the days counted, or that is at least what a very solvent source thinks in the matter: the very Evan Spiegel, founder of Snapchat. The fire was started by the businessman in an intervention in the framework of Digital Life Design (DLD) , where he said that TikTok (the popular heir of Musical-ly) could dethrone Instagram. This apocalyptic prediction would sound like a joke if it were not for one of the people who knows the sector best, and also justifies his words.
Vanity as a propellant
The truth is that Spiegel’s words are already based: TikTok has already removed Instagram as a more downloaded application, and as Business Insider suggests, it has become a serious threat to Facebook. What exactly is happening? To understand it, we will travel very little in time to commemorate the launch of Instagram Stories. That was a giant Facebook step in its struggle for a segment of the market in which it was beating precisely with Snapchat. The coup was not definitive, but it turned the world of social networks upside down.
However, both Snapchat and Instagram, too busy in their hard struggle, have not seen a third rival that can take everything: TikTok (once, Musical-ly) is the majority tool of the so-called Generation Z , occupied by teenagers and pre teenagers of our day. Why is this nascent user niche turning its back on Instagram? According to Spiegel, TikTok offers a reward still superior to those who seek to feed vanity and what is Instagram or TikTok if not that?
Facebook in trouble?
Spiegel takes his particular revenge by affirming something that makes a lot of sense: TikTok, by its configuration, is a platform where its users record videos doing what they know best: sing, dance or any other talent you want to demonstrate. In this tool the reward is faster and there is no doubt that creativity and talent are stimulated much more; It cannot be said that the same thing happens with Instagram, where any photo can be used to show your followers what you are doing that moment.
If you remember, just a few months ago, Facebook announced the concealment of likes on Instagram with the aim of curbing the psychological impact that a low level of likes could have on certain users; However, with that decision we missed the other cause that Facebook wielded when adopting this decision: “increase the quality of content.” And now we understand the keys to this measure: better content, more feedback from the followers and greater engagement with the product.
The truth is that Facebook, today, does not have much to do to reverse this trend. Maybe buy TikTok? This would be the fastest way to solve the problem, but it seems they tried and it was not possible. It is rumored that Mark Zuckerberg himself spent six months of his time in 2016 trying to acquire – without success, logically – Musical-ly, predicting what was coming.
And now that?
Instagram is stirring like a belly-up cat to avoid the bleeding of users from one platform to another and we are sure that Facebook will delight us with new functions and acquisitions. And this one will be an epic battle. What will happen? It is very difficult to know due to the free will that governs generational interests and that makes managing a product on the Internet virtually impossible.
What we are sure of is that Facebook will not give this war for loss at any time, and it should be remembered that the brand leads with iron hand the download lists of all the app stores in the world with its different apps. The most logical thing is that Zuck and his team continue to extend checkbooks to see if they manage to bend the will of the owners of TikTok, and if this is not possible, get ready for a ‘tiktok’ added to Instagram as a spin-off or parallel product.