For all the content creators out there, it’s been easy to consistently get posts up by repurposing content throughout social media platforms. Instagram has caught on to that trend and has announced that they will no longer promote TikTok watermarked videos that go up as Reels on their platform.

TikTok has taken over and it’s obvious that Instagram is trying to be a part of this short form video movement. If you’re a daily user on Instagram, then you’ve definitely noticed the Reels icon is now placed where the “+” icon used to be and Reels will often have a favorable push in the algorithm compared to a standard post.

“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,” an Instagram spokesperson told 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.” Instagram thinks their users don’t like to see Reels with a TikTok watermark and I’m just not sure if that is true or not. Reels is going to have a very difficult time competing against TikTok especially now that creators have to make original content for just IG. These next few months will be interesting and I see attention shifting more to platforms like TikTok and LinkedIn where your content can actually reach a large audience.