Instagram Adds a New Feature to Compete with TikTok

The Instagram platform, owned by Meta, has introduced a new feature inspired by TikTok, allowing users to play short videos (Reels) at two different speeds by long-pressing on the sides of the screen.

This feature reflects a similar approach to TikTok, which previously enabled video speed adjustments after initially limiting videos to just 15 seconds before later expanding to longer formats.

When Reels first launched, their duration was limited to 15 seconds, but Instagram has gradually increased the maximum length to three minutes. With the growing volume of content, the speed adjustment option has become essential, allowing users to watch more videos in less time. This increases the likelihood of videos being watched until the end, a key element of the Reels concept, which is designed for fast and engaging short-form content. However, the rise of short videos has raised concerns about its impact on users’ attention span and their ability to focus on longer content.

It’s no surprise that Instagram is adopting features from TikTok, as Reels themselves were heavily inspired by the competing platform.

Previously, Instagram introduced the Remix feature, similar to TikTok’s Duet, highlighting its ongoing strategy of integrating successful features from other platforms to enhance user experience and boost engagement.