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On Tuesday, Instagram announced that it is making changes to the recommended videos in the dedicated Reels tab on the home screen, including not showing videos with watermarks or logos from other platforms as often.
“We’ve heard in research that people have a less satisfying experience when they see recycled content from other apps or blurry and in low resolution. So we’re making this content less discoverable in places like the Reels tab ”, Devi Narasimhan, a Facebook (FB) a spokesperson told CNN Business.
Instagram doesn’t mention TikTok by name, but CNN Business previously reported that it’s common to see one TikTok video after another while scrolling through Reels. Some influencers have also acknowledged that they are reposting their TikToks on Reels.
“It really belittles the experience when people just promote their TikToks with the logo in Reels,” said Ricky Ray Butler, CEO of influencer marketing firm BEN. “Instagram has become a TikTok farm.”
While these types of videos are not recommended as often on the Reels tab, they will still be shown to the user’s subscribers through their profile or in the feed.
Instagram launched Reels in the US in August, but the TikTok clone has struggled to gain traction. Still, Instagram has doubled the functionality, giving Reels its own button on the home screen and adding more tools like additional editing capabilities.
Social media pundits highlighted several reasons Reels hasn’t taken off, including TikTok’s cultural impact, its powerful content recommendation algorithm, and the fact that the app is much more targeted than Instagram’s, which has a growing list of competing video offerings.
Snapchat, which launched its own spin on TikTok last year called “Spotlight,” does not allow users to upload videos with watermarks from different platforms.
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