Instagram courts TikTok users with algorithm revamp

Instagram is revamping its recommendations algorithms to attract TikTok users who may be looking for an alternative platform. The changes will particularly focus on Reels, the short-form video service, and will give priority to original content. This means that all creators, regardless of their following, will have an equal chance of getting their content noticed. According to Jasmine Enberg, a principal social media analyst at eMarketer, Instagram is clearly targeting TikTok creators in an attempt to become the preferred platform if TikTok faces a ban. However, some creators feel that these changes may not be enough to win back those who have become frustrated with Instagram's frequent platform and algorithmic changes. They believe that the constant fluctuations in reach and stifled growth have made it not worth the investment in time.