However, TikTok recently expanded its time limit to three minutes for all creators and this means that we can well expect Instagram to follow that same path too, and it is only a matter of time. Instagram is yet to share numbers regarding how well Reels has performed for them, but CEO Adam Mosseri admitted in January this year that TikTok was ahead of them. Also with TikTok getting banned in countries like India where it was super-popular, all content creators have flocked to Reels, so at least in this country, Reels’ adoption rate should be significant. Instagram will have some cause for concern in all other countries where they are directly competing with TikTok.
Earlier this year, Mosseri made it pretty clear that Instagram was no longer just a photo-sharing app and the plan was to move more towards video and online retail. Given that is the plan, Instagram is taking some significant steps in that direction.
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