“Duet This With Your Reaction”: How Older Social Media Platforms are Adapting to the New TikTok Landscape
With TikTok causing an extreme surge in short-form video content in recent years, other social media platforms are adding options to match TikTok’s ‘duet’ feature.
Due to Tiktok’s extreme growth brought about by the pandemic in 2020, short-form videos have become one of the most popular forms of content on
social media. This has led to several changes, one of the most prominent being Instagram introducing (and favouring) their own match to the TikTok video; the reel. However, it seems that this was only the beginning.
Anyone familiar with TIkTok will be aware of the option to ‘duet’ existing videos. This essentially splits the screen and allows a person to film their own content alongside the video, usually in the form of a reaction. This has proven to be extremely popular, as users are able to interact with other creators by creating–not just in the form of likes and comments.
This hasn’t gone unnoticed by the teams over at Snapchat and Instagram, who have been working to rival this feature with their own versions. Now these are up and running, they’ve been rolled out to users.
For anyone unfamiliar with the updates, let’s take a closer look:
Any avid users of the app will be familiar with its own match to the TikTok video, the reel. These have been dominating the platform and are often favoured by the algorithm over photographs (much to the dismay of some users).
However, since the rollout of this feature and observing the popularity of Tiktok Duets, Instagram began work on their own “Remix this Reel” feature. This has now been made accessible to all users when they tap the options section on the corner of a reel.
Snapchat
Due to the fundamental nature of snapchat, it’s had to adapt much less than Instagram in order to survive the new TikTok age. However, they’ve still introduced their own “Remix Snap” response tool in order to allow their users to interact with video messages.
Due to being listed as a form of response in the app, it bears more similarity to TikTok Duets than Instagram’s answer to the feature.
But what does it mean?
From what we can see, this is most likely just the beginning of a change in the landscape of social media since the arrival of TikTok. Short-form video content has become incredibly mainstream, so it’s worth considering the other ways in which other social media platforms are going to have to change with the times.
This isn’t to say that everyone in
social media marketing should be on TikTok–it just might be worth getting to know some of its original features. After all, they will most likely start to emerge onto other platforms in the future.
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