Instagram Reels
Instagram's TikTok clone — 15-90 sec vertical videos. Launched globally 2020 after TikTok tariff drama. Algorithmically pushed aggressively — feed posts drowned out by Reels 2022-2024.
Adam Mosseri "Instagram is no longer a photo-sharing app" (2022) confirmed the pivot. User revolt: Kim Kardashian + Kylie Jenner posted "Make Instagram Instagram again" → Mosseri paused some Reels tweaks. Creator economy: Reels bonus program 2021-2023 paid $200M+/year to creators. Insight: Meta's ad business requires short-video engagement to survive TikTok competition. Cross-posting from TikTok is common — TikTok watermark often gets demoted in the Reels algorithm.