Steal Like Instagram

We all know the term “steal like an artist.” But honestly, it is Instagram you should be using as your inspiration. They know their users, they know how to continue to be relevant and, interestingly, they seem to lead by the philosophy of not reinventing any wheels.

If they see a competitor rising in popularity, you better believe they will create their own version and repurpose it for their 2.35 billion active users.

In the fast-paced world of social media, new features are rolled out constantly, the algorithm is always being edited, nothing is stagnant. As new platforms gain popularity (and old ones become controversial) – Instagram are becoming known for its penchant for borrowing features from competitors. Initially a simple photo-sharing app, the social media giant now shamelessly take “inspiration” from other apps constantly. And with the release of Threads earlier this year, it seems they have no plans to change this tactic.

So. What can businesses learn from the way Instagram use their competitors…can the approach be replicated? And where should it be avoided?

 

The Rise Of TikTok

In 2016 TikTok was released to the market. Quickly gaining traction, its popularity snowballed and in 2019 it was downloaded 693 million times making it the most popular app that year. Repeated in 2020 with 850 million downloads.

TikTok had 1.4 billion monthly active users in 2022 and is expected to reach 1.8 billion by the end of 2023. The app’s rising popularity did not go unnoticed by the social media giants in the west. With its snappy, short-form videos set to music, TikTok captivated users and really offered something new to the world of social media. Instagram couldn’t resist the lure of this new trend.

Enter Reels. Pushing more into the video space, Reels emerged in 2020, allowing users to create and share 15-second videos with creative effects, audio tracks, and visual filters. It was globally recognised as Instagram’s answer to TikTok’s popularity.

Lesson For Brands: Embrace Trends
Instagram saw the huge rise of TikTok and acted upon it. They knew that if people downloaded TikTok, they would be spending less time on Instagram. It’s crucial to keep a finger on the pulse of popular trends and adapt accordingly. By embracing emerging platforms and features, brands can connect with a wider audience and stay relevant in the fast-paced digital landscape. However – know what to use as inspiration and what to avoid! A brand-new platform that copied TikTok directly would not have succeeded. Instagram already had billions of users, creating Reels and marketing this as a “new feature” instead, a way to get the best of TikTok without ever having to leave Instagram – a clever tactic.

Also know what is right for your brand – something that goes against your values or your core proposition will leave your audience feeling disconnected and will damage your brand.

 

Threads – The Twitter/X Takeover:
Let’s get to Instagram’s most recent release. Threads. You’ve probably seen it all over your feed. While Instagram has always been associated with visual storytelling, it decided to enter the realm of text-based communication. “Inspired” by Twitter X’s threaded conversations, Instagram introduced this feature to allow users to post connected messages, creating a narrative within a single thread.

With its recent purchase by Elon Musk, Twitter is back in the news for many reasons, even considering becoming a paid subscription platform. With the much-hated rebrand, it didn’t take long for people to connect Elon’s X marks the spot – this is where twitter will go to die. Even WWF took a cheeky swipe at them….

With its release of Threads, Meta have really taken on Twitter head-on. Leveraging their existing user base, they’ve created a new destination for sharing short-form content.

While there are some differences between the platforms, these are minimal and there is no doubt that the release will have an effect on Twitter’s users. Mark Zuckerberg even Tweeted for the first time in 10 years to celebrate the release….

Classic. They clearly aren’t hiding or feeling concerned about the similarities between the two platforms.

Threads forces prompts you to use your Instagram logins, with the ability to follow the same accounts automatically, all designed to get people into the app quickly and actively using it. New users quickly started commenting on the usability of the app compared to Twitter, small UX-focussed design elements that make the experience as intuitive as possible. Now, a couple of months after release, you may have noticed Threads content also start to appear in your Instagram news feed.

*Note – if you do decide to sign up for Threads, as it is linked to Instagram, you cannot delete your Threads account without deleting your Instagram! We know Instagram and they don’t do anything without consideration – holding your account hostage to ensure people keep their Threads app was definitely a calculated decision.

 

Lesson For Brands – Experiment With Formats:
Something we can learn from Instagram’s Threads release is to experiment with different formats. By diversifying their strategies, brands can cater to varying consumer preferences and engage their audience on multiple levels. Just as Threads introduced a new way of communicating, brands can find innovative formats to amplify their messages and captivate their followers. Think outside the box! Again, be wary of copying competitors exactly, Instagram’s hold on the market has huge effect on their new releases being successful.

 

Instagram’s willingness to adapt and incorporate successful features from other platforms demonstrates a strategic approach to their growth. By observing what works well on other platforms, its been able to expand its offerings and maintain its position as a go-to social media destination.

Having a solid knowledge of your own brand first is essential. Knowing your values, what drives your business and why your customers come to you is crucial. Knowing yourself, while remaining agile and keeping an eye on industry trends and consumer preferences means you can make decisions that align with where your business is going. Brands that seize the right opportunities as they arise, can keep their customers engaged and their brand fresh.

Remember, imitation may be the sincerest form of flattery, but true success lies in adapting, innovating, and adding your unique touch.

 

Caitlin Massey
Communications Manager
LinkedIn