Even before Instagram adopted Snapchat's Stories format, the burgeoning social network was closely watched and analyzed. The success of Snapchat in the past is why we now find Stories almost everywhere. What was true for Snapchat in 2015 and 2016 is now true for TikTok.
TikTok as inspiration for Instagram
Like Instagram, TikTok (formerly musical.ly) has been influenced by Snapchat. Vertical videos, fullscreen experience, interactive stickers and lenses. We also find all these elements in TikTok.
What makes TikTok special are the elements Music, Challenges, Lip Sync and virtual objects.
TikTok focuses on extreme growth. Switches TV campaigns, ads on YouTube, on Instagram and integrates influencers on Instagram to take user numbers and activity to the next level.
Instagram has also been focusing on music in Stories for some time. Instagram setzt seit einiger Zeit ebenfalls auf Musik in Stories. The sticker was extended at the end of 2018 , or music was combined with the sticker for questions. You can, of course, respond with your own story, and Lip Sync is an obvious answer.
Reacting to the Instagram Stories is very similar to a similar feature on TikTok.
Lasso as a test for new Instagram features
Lasso of Facebook was born on Sept. Nov. In January 2019, the app will be ranked 485 in the Photo & amp; Video category in the iOS ranking. But that's not what Facebook and Instagram are about. Lasso was introduced and published very quietly. (Statistics from Lasso von Facebook wurde am 09. November veröffentlicht. Im Januar 2019 liegt die App im iOS Ranking auf Platz 485 in der Kategorie Foto & Video. Darum geht es Facebook und Instagram aber nicht. Lasso wurde sehr leise vorgestellt und veröffentlicht. (Statistiken von App Annie )
Download numbers are only an orientation and especially not decisive in the case of Lasso. At least not yet. The music plays on Instagram, not Lasso. That may change, but it doesn't look like it at the moment.
If we look at the rankings of TikTok in comparison, then TikTok plays in a league with Instagram and in a league other than Lasso. Not surprising either, but another indication of how important the development of TikTok is for Instagram.
In the USA, TikTok is ranked 7th Instagram ranked 6th In Germany it is places 11 and 4.
TikTok as a parallel to Snapchat
Anyone who thinks I can't handle the content of TikTok should remember the most successful days of Snapchat. Many couldn't do anything with Snapchat either and now Stories are everywhere. Instagram knows that and TikTok knows that.
In addition, Instagram Stories and the integration of more and more features show that the format is far from finished. Features of TikTok could be another element that increases usage and activity. That's what Instagram needs to establish Stories even more as an ad format.
The Relevance of TikTok Influencers
What used to be Snapfluencers are now influencers on TikTok. Of course, big YouTubers and Instagrammers will be able to draw their followers back to TikTok. But a new form of influencers is emerging, building large communities especially through TikTok content. Lisa and Lena are the most well-known and not entirely new examples.
Creators are very important to Instagram. All successful YouTubers are on Instagram. Soon they will all be on TikTok. Many already are. If some of the attention is shifting from Instagram to TikTok, that's not in the spirit of Instagram.
Of course, other social networks are also inspired by TikTok. Snapchat has also introduced challenges similar to those seen in TikTok.
500 million People use TikTok worldwide (as of June 2018). That number alone speaks for its relevance. Facebook, YouTube and Instagram are still well ahead, but the growth curve of TikTok is remarkable. The original version of the Douyin app sold 100 million copies in twelve months. users for themselves. The renaming and merging with musical.ly in 2017 was the beginning of internationalization.
Thus TikTok (with Douyin and musical.ly) could 500 million users in less than two years. Even Instagram couldn't do that.
Instagram will not only be watching TikTok, it will be cracking down on Snapchat, and Stories will play an important role.