Of course, people grab TikToks and share them on YouTube or Twitter or as Reels on Instagram, but those apps receive flattened video files and can’t break them into component parts to be remixed the way you can on TikTok. Those other services are fine endpoints for distribution, but the creativity happens on TikTok. Don't get me started on apps lik... See more

Why is Reels neither a hit nor a flop? Reels isn’t just a different format for the same kind of content people already share on Instagram. Unlike Stories, which matched what people already wanted from Instagram (photos and videos from people you know), Reels/TikToks are created for and by randos. The whole point is that anyone might see it, so you ... See more