Instagram的Reels 被TikTok擊倒

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  • Instagram的Reels 被TikTok擊倒

      202012/0903:55

    ◎類似TikTok的Instagram Reels,代表Instagram經過驗證概念的最新版本,但儘管Stories和Filters等仿冒功能被證明是相對有效且成功,但Reels這兩部門似乎都令人失望
    ◎Instagram在8月初發布TikTok的對手Reels,時機上抓住千載難逢的機會,就在川普總統宣布禁止TikTok的計劃之際。Reels為內容創作者提供了一個新的製作和共享音樂或循環視頻的地方,但不同的是,Reels可能具有TikTok的外觀和感覺,並擁有大量的潛在用戶群,但要找到Reels,用戶必須首先打開Instagram,導航到其瀏覽頁面,然後點擊打開Reels。這比TikTok多了兩個步驟。
    ◎此外,TikTok用戶有兩個供稿內容可供選擇,一個是透過自我策展進行追踪,另一種是由平台算法生成的。而Reels僅提供一種供稿,並將算法預測與用戶以及他們所關注的人的需求結合在一起。您不能只在Reels上關注某人,因此,關注任何Reels創作者,都會在用戶的主要Instagram feed中,顯示這些創作者的照片和視頻。
    ◎然後是Reels剪輯長度的問題。TikTok允許用戶將內容的長度延長到一分鐘,Reels的長度限制為十五秒,這在創意表達上似乎沒有必要。
    ◎Reels的許多最重大缺陷源於對人們為何使用Instagram而非TikTok的核心誤解。Instagram是一個社交網路,人們可以使用它來向朋友,家人和追隨者介紹他們的生活。從許多方面來看,這都是對某人的私人生活的一瞥。另一方面,TikTok在製作時會考慮娛樂性,大多數用戶不共享個人內容,讓人們笑一笑,暫時忘記困擾他們的事情。
    ◎但Reels仍有希望會成為創意者的首選平台,但要這樣做,Instagram及其母公司Facebook需要重新考慮他們的目標。Facebook甚至可以更進一步,使Reels成為用於內容創建的獨立應用程式,進而可以交叉發佈內容到Facebook和Instagram。

    詳細全文:

    The TikTok-like Instagram Reels represents Instagram’s latest version of a proven concept, but while knockoffs like Stories and Filters proved to be relatively functional and successful, Reels seems to so far disappoint in both departments.
    Guest post by James Shotwell of Haulix
    The latest feature from one of the world’s biggest social media platforms is a complete waste of time and design. But it doesn’t have to be that way.
    Instagram seized a golden opportunity when it released Reels, its direct competitor to TikTok, in early August. Arriving just as President Trump was unveiling plans to ban TikTok (a decision that may never happen), Reels offers content creators a new place to make and share looping videos set to music or original audio recordings. It’s the latest example in a long line of Insta-updates that borrow proven ideas from other platforms, but unlike Stories and Filters, Reels is DOA.
    Reels may have the look and feel of TikTok and a large potential user base, but it suffers from being a small part of a much larger platform. To find Reels, users must first open Instagram, navigate to their explore page, and click on the Reels option at the top of the page. That is two more steps than TikTok, and the problems continue from there.
    TikTok users have two feeds of content two choose from; one that they curate themselves through follows, and another that is generated by the platform’s algorithm. Reels only offers one feed, and it combines algorithmic predictions with what users want with the people they follow. You cannot follow someone in Reels alone, so any Reels creators someone follows will have photos and videos from those creators appear in the user’s main Instagram feed.
    Then there is an issue with the length of Reels clips. TikTok allows users to make their content up to one-minute long, but Reels limits clips to fifteen seconds. That may be enough time to do a quick dance or lip-sync, but it places a seemingly unnecessary cap on creative expression.
    Many of Reels’ most significant flaws stem from a core misunderstanding of why people use Instagram as opposed to TikTok. Instagram is a social network people use to give friends, family, and followers a glimpse into their lives. It is, in many ways, a carefully-curated glimpse into someone’s private life (or the life they want you to believe they lead). TikTok, on the other hand, is made with entertainment in mind. Most users don’t share personal content, just memes. It’s about making people laugh or smile or momentarily forget about whatever is bothering them. As the kids say, “it’s not that deep.”
    However, all hope is not lost. Reels could become a go-to platform for creatives, but to do so, Instagram and its parent company, Facebook, need to reconsider their goals. What are you trying to accomplish? Do you want to entertain, and if so, how do you make that clear? Give users the ability to curate a Reels-specific following and make it easier to find the app’s feature. Facebook could even take things one step further and make Reels a standalone app for content creation that allows for cross-posting to Facebook and Instagram.
    Instagram has built a large part of its business by stealing ideas that other services made famous. Its popular stories feature, which is the most used part of the app, is a variation of a similar tool that Snapchat brought to the public years prior. Similarly, though with less exciting results, IGTV is a variation of YouTube. These features both had their fair share of growing pains, but the longterm value is worth the effort needed to make them right. Reels could be the next ‘borrowed’ idea that hits big, but it’s not there-at least, not yet.
    James Shotwell is the Director of Customer Engagement at Haulix and host of the company’s podcast, Inside Music. He is also a public speaker known for promoting careers in the entertainment industry, as well as an entertainment journalist with over a decade of experience. His bylines include Rolling Stone, Alternative Press, Substream Magazine, Nu Sound, and Under The Gun Review, among other popular outlets.

     

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