Instagram’s Stance Against Recycled TikTok Content to Reels

Instagram doesn’t want its users to reuse TikTok content on Reels. The platform recently announced it’s altering its algorithm and how it recommends Reels to users. Rather than recycling TikToks to Reels with the TikTok watermark, Instagram suggests creating original content using the platform’s own music library and coming up with new trends that are likely to go viral on Instagram. 

“We’re building on what we’ve learned from Explore to recommend fun and entertaining videos in places like the Reels tab, and personalize the experience,” spokesperson Devi Narasimhan said in an email to The Verge. “We are getting better at using ranking signals that help us predict whether people will find a Reel entertaining and whether we should recommend it.”

Narasimhan also told The Verge that Instagram surveys proved that users tend to have a “less satisfying” Reels experience when they watch blurry videos, or content recycled from other apps. The algorithm will begin to stray away from such content in its recommendation software, making it more difficult for reused content to be discovered by indirect followers. 

Instagram Reels launched in over 50 countries only six months ago, but the platform is now realizing the need for greater differentiation between Reels and TikTok. Perhaps publicizing Instagram’s changing algorithm will maintain the popularity of Reels. If users won’t be receiving the high engagement they expect, they will be more inclined to produce original content on Instagram. And what does that mean for influencers working with brands? If Instagram is the target platform of a campaign, creators will have to create Reels content, rather than reposting TikTok videos, to ensure the best reach and impressions for their sponsored content.

Let’s hear how Instagram’s recent news that the algorithm will no longer promote Reels with the TikTok watermark will affect our Tribe members.

@foodbythegram: For me, it’s not a huge change since 99% of the time I film and then upload to Reels or TikTok separately. I personally don’t like having a watermark on my content, so I’m okay with it, and I understand why Instagram would do it. But, I know a lot of creators who post to one and repurpose for another, so that extra step may discourage them from using both platforms (TikTok and Reels), and maybe sticking to one.

@alohamelani: I actually prefer Reels over TikTok as my content resonates with my audience more on Instagram. I started creating more short-form videos when Reels became available! I don’t blame Instagram for not wanting the TikTok watermark on videos. Reels is a different platform and should be treated as such. I’m glad, as a creator, I was conscious of that when I decided to start posting Reels. Yes, I have repurposed some videos for both platforms, but I always made sure to upload the original videos to each as opposed to using sharing features. I think it’s a simple adjustment for any creator and it just looks cleaner. Instagram is innovative and I’m sure this change is part of more features that will be available with Reels in the future. I’m also looking forward to seeing better Insights on Reels posts.

@foodthoughtsforall: With Instagram’s recent algorithm update, creating content via TikTok and posting via Instagram Reels, will become a tad more difficult. The algorithm will no longer promote Reels with the TikTok watermark. This will have some effect on how “Reels” like content is created mainly due to the minimal options Reels offer. With TikTok, there are tons of options including transitions, video speed, and so much more that Reels does not offer. For me, I create Instagram Reels or TikTok videos with archived videos. I don’t create that type of content when I am there live, which is the only case you can use the “speed” feature on Reels; if you select a video from your library, IG Reels does not allow you to speed the video up. This is just one example of how this could affect my content creation. I would imagine Instagram Reels will look into further updates on enhancing this platform. All in all, I do understand why Instagram would make this kind of change. And I do enjoy creating Reels on Instagram more due to the user-friendly interface so I’m excited to see what comes of IG Reels!