Instagram to "Double Down" on Competition With TikTok in 2022 by Pushing Video Content

Instagram is looking to bring the competition to TikTok next year by doubling down on video content.

Looking ahead to 2022, Instagram head Adam Mosseri posted a video on Twitter sharing some of the key focuses the social media platform will work on in the year to come, placing great emphasis on both video content and safety controls. On the video front, the executive says Instagram will “consolidate all of our video products around Reels and continue to grow that product,” no doubt learning from the massive success of TikTok and hoping to capitalize on that trend. On top of more promotion, the platform will also create new ways for content creators to monetize their work, hopefully drawing more quality content to the service.

As for the safety controls, Mosseri acknowledged the concern many Instagram users have over how their feeds are curated and the effect on mental health Instagram has as a whole. After mentioning a few changes that were implemented this past year — including sensitive content controls, hiding like counts and Hidden Words in messaging — he said that the team will double down on creating better controls for the service while increasing transparency for its users. “We think it’s important that people understand how Instagram works if they’re going to shape it into what they want or what’s best for them,” he remarked.

2022 Priorities 📝

This next year is going to be pivotal for Instagram. In addition to our industry-leading safety and wellbeing efforts, we’re focused on these four key priorities.

Hope you’re all able to get some rest over the holidays. See you in the New Year! ✌🏼 pic.twitter.com/iY8uQ1EnMZ

— Adam Mosseri (@mosseri) December 28, 2021

Elsewhere in tech, Apple is offering $180,000 USD bonuses to top talents in hopes they won’t move over to Meta.