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Like Snapchat, it has a novel format. But if you just focus on the format, you miss the point. The most important thing is the purpose and structure of the network. TikTok users aren’t sharing with their friends, they’re performing for the world. They’re not keeping up with familiar faces, they’re discovering new ones. It’s hard to prove this is tr... See more

Choosing to remain true to Instagram’s core purpose requires conviction. It requires a willingness to accept certain limits. It wouldn’t be popular in the boardroom. But it’s the strongest move.

The biggest obstacle Facebook has to overcome to make Reels successful is that the type of content that makes TikTok amazing is the stuff people don’t want to post in an environment connected to their real-life friends.

If creators don’t feel like they have the same likelihood of going viral, this impacts the whole cycle: less creators, less creations, less diversity of content to serve, less compelling consumption experience, and even less creators. In other words, a vicious cycle.

To us the choice is clear: as an app becomes more bloated, more unfocused, prioritising monetisation over intrinsic user experience, the bigger the opportunity becomes for a simplification, an unbundling, a new experience built on a core user insight.