Instagram is trying TikTok features on for size – but does the shoe fit?

Instagram has started testing its new TikTok-esque make-over. The platform, which originally started as a photo-first app, has revealed its plans to push forward in a more video-first direction. This is following Meta’s revelation during its Q1 2022 earnings call earlier this month that its TikTok-inspired short-form video vertical, Reels, accounts for 20% of users’ overall time spent on Instagram.
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