TikTok used to be the go-to app for viral trends, but Instagram is quickly gaining traction, especially with Gen Z. One of its features has recently been turning heads, and it might just be a game changer.
Instagram launched Reels back in 2020, letting users create 15-second videos, a similar concept to TikTok. But if it has been around for five years, why is it only blowing up now?
Many, including myself, use Instagram for lifestyle, self-care, and aesthetic content, which is exactly the kind of material Reels delivers.
In case you have missed it, one of the hottest trends among new creators on Reels is ‘A Day in My Life’ videos. This genre of content is going viral because audiences love the authentic and inspiring vibes from their favorite influencers.
Through marketing research, we know that the majority of Instagram users are between the ages of 25-34.
Most people who are making these videos are college students or folks with typical 9-to-5 jobs. These videos are popular because the creators often have jam-packed days, and watching them motivates viewers to get up and be productive too.
Health and fitness have also become growing hobbies among Gen Z. Fitness content creators tend to prefer Instagram Reels over TikTok for sharing workout videos because in addition to posting Reels, they can also share photo posts featuring brand deals.
This brings me to my next point: Instagram is on the rise because it lets users explore posts, Stories, Reels, and shopping all in one place, so there’s no need to jump between apps.
Throughout the years of “doomscrolling” on social media, the average attention span has shrunk to about 47 seconds.
Studies suggest that Gen Z users often need to engage with several types of media simultaneously, reflecting a trend toward shorter attention spans.
What Reels has that TikTok doesn’t is an Explore page, yet another reason it’s becoming more popular. It displays a full grid of videos for users to browse, while TikTok shows just one video feed at a time.
All of the videos on Reels are algorithmically curated for each user according to their engagement patterns, which often results in highly niche content.
Although TikTok is expected to maintain its global presence, Reels shows significant potential to surpass it as the most-used app.