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How TikTok Has Become King

Eliza Mehr
Written By
Eliza Mehr
Published On
Sep 19, 2022
The Instagram, TikTok, and YouTube logos

A look into how TikTok and short-form videos have dominated the digital realm.

As we all know, TikTok took the world by storm with its short-form videos back in 2016, and never stopped spiking in popularity. With over 1 billion active global users, the app has been leading the way for how other platforms share content. 

The proven success of short, easily digestible videos has social media giants above TikTok integrating their ideas. It isn’t anything new that TikTok is victim to copycats, clapping back with questionable integrations themself, leaving us wondering—is there such a thing as unique features these days? We’ll cover how Instagram, YouTube, and even Amazon are taking after TikTok in this social media war.

Imitation Is Flattery

Instagram’s recent emphasis on reels has been a hit, but now they’re testing out a full-sized feed as a new immersive experience, that happens to look *coincidentally* similar to TikTok’s layout. While the app has been releasing endless new features lately, this one was implemented with the intention of bringing videos more front and center. 

Shortly after this news surfaced, there was notable backlash that led to the test discontinuing. The idea was explained by Instagram CEO, Adam Mossasri, as “You can have tall videos, but you cannot have tall photos on Instagram. So we thought maybe we should make sure that we treat both equally”. 

Instagram is still planning on testing tall photos, the larger format post size scaling up to 9:16 from the current 4:5, but will be giving users a choice.

A screenshot of Instagram’s full-screen feed

If You Can’t Beat ‘Em, Join ‘Em

YouTube Shorts have seen massive success with their launch, specifically implemented for promoting short-form videos. While this may not seem revolutionary, it is a testament to the impact that reducing viewing time on content has had, as we’ve seen with TikTok. Especially given that Youtube is predominantly known for hosting videos upwards of thirty minutes, encouraging users to scale down longer content pieces is significant for a platform that hasn’t strayed far from its core functions over the past 17 years. 

Similarly to TikTok, they’ve also begun watermarking videos to discourage cross-posting between platforms.

 Three phones displaying YouTube Shorts

Another One

In a surprising turn, Amazon has also jumped on the bandwagon, internally testing a TikTok-like feed in its app. Since the Amazon platform is retail based, this is a superior example of how video is not only dominating the social media landscape but also continuing to play a key role in e-commerce. 

This photo and video feature is being tested under the name “Inspire”, and will allow users to scroll through a multimedia feed of products that they can like, share, and hopefully purchase.

A collage showing the TikTok app and Amazon on a phone screen

Going Forward

As time progresses and new updates continue to roll out, it will be interesting to see how these features play a role in the success of these platforms. The impact they have on both the creator and digital marketing sides of things will be determined by users—we’ll just have to wait and see how it all plays out. 

What are your thoughts? Let us know in the comments below!



  • Eliza Mehr

    Eliza Mehr is a Multimedia Coordinator at the influence agency, with a strong passion for digital marketing, content creation, and all things social media.

    View all posts
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  • Eliza Mehr

    Eliza Mehr is a Multimedia Coordinator at the influence agency, with a strong passion for digital marketing, content creation, and all things social media.

    View all posts

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