Instagram’s move last month to extend the maximum length of Reels’ short-form video feature from 15 seconds to 30 seconds sparked several discussions in the influencer and creator community about how the extra time could be used, but only few concerns about the impact on TikTok – the platform Reels was inspired by.
TikTok users can create videos up to 60 seconds long by stringing four 15-second segments together. However, the music licensing agreements limit the clips of songs to 15 seconds. With music as the backbone for must-have content on the platform, 15 seconds remains the norm.
Video ads on TikTok can run anywhere from 5 seconds to 60 seconds, although the company suggests brands keep them in the 9-15 seconds range. Video ads on their newsfeed aren’t limited by length, but TikTok suggests between 5 and 60 seconds for these devices.
Members of the influencer and creator community were excited about some of the possible uses for the extra time in Reels.
William Brown, senior manager for platforms at the social content monetization platform in full screen mode, said in an email: “For brands, this update gives more time to, for example, showcase products and communicate information. The update gives developers more time to express themselves and attract new target groups. “
Evy Lyons, vice president of marketing at influencer marketing platform Traackr, saw a more practical benefit for the developers and pointed out that they can reuse their longer TikTok videos on reels to motivate them to use both platforms for anything Do you.
Brown also believes developers will rely more on Instagram’s music library, saying, “Although Instagram made a music library available for Reels, the previous 15-second restrictions limited developers. Now creators can use up to 30 seconds of a song from the Instagram music library. This should result in more engagement with Reels and more Reels content posted by the creators. “
Generation Z remains the coveted audience for platforms, but Ricky Ray Butler, CEO of BEN, which uses artificial intelligence to provide product placements on platforms like Instagram, TikTok, Twitch, and YouTube, believes Instagram will use reels to help its older audiences and if the function proves successful, it will also be implemented on the platform of the parent company Facebook.
Monetization opportunities for roles have not yet been introduced, but the potential has intrigued many in the industry.
Butler believes Instagram should have made monetization a top priority for Reels. In an interview, he said, “All platforms need to recognize that their competitors pose greater threats if they haven’t figured out how to keep creators, influencers and celebrities happy.”
Brown said 30-second rolls will allow for better monetization of the feature if Instagram chooses this route, and Keith Bendes, director of branding strategy at influencer marketing platform Linqia, added in an email: ” We expect more changes in the coming years, including the ability to run paid media in reels and the inclusion of shopping opportunities. “
As for TikTok, the emergence of roles seems to be none of them, although it is a wide variety of issues.
The strength of his algorithm has been cited by several in the industry.
Alexander Frolov, Co-Founder and CEO of HypeAuditor, an AI-powered tool that helps brands and marketers match the right influencers, said in an email, “The greatest achievement from TikTok is the recommendation algorithm and the ease with which it is created The biggest challenge for Reels, Dubsmash, Byte and Triller is to beat them and make the product even better. “
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