Embracing the TikTok Aesthetic: Is Your Brand Ready for the Transformation?

Ever since TikTok exploded into the mainstream, numerous platforms have been labeled as “TikTok clones.” From YouTube Shorts to Instagram Reels, Snapchat Spotlight, Netflix’s Clips, LinkedIn’s vertical video feed, and lesser-known names like Triller, Zynn, and Byte, the list goes on.

In a bid to replicate TikTok’s success, Facebook and Instagram have been flooding users’ feeds with video content. Recent tests conducted overseas suggest that the TikTok-ification of social media could be nearing its peak.

A report by TechCrunch reveals that some users in India are part of a Facebook test that immerses them in a full-screen video feed upon opening the app. Meta, the parent company of Facebook, hinted that this new “video-heavy” experience would first roll out in select countries, with a potential expansion in the US by 2027. Simultaneously, a researcher in Romania noticed an option on Instagram where Reels take center stage upon opening the app. While Instagram Stories remain at the top, swiping the screen reveals the traditional feed of posts. Notably, sound is automatically enabled for Reels.

According to Meta spokesperson Devi Narasimhan, the Instagram test is currently live in a few countries, although specifics were not provided. Users have the option to switch back to the original layout, and Reels will be unmuted once a user interacts with a video.

While there’s a possibility that Instagram and Facebook may not completely mimic TikTok’s format, the trend towards video-centric content is unmistakable. User-generated video content has reshaped industries that rely on these platforms for distribution. Podcasts have morphed into videos, TV shows have become “microdramas,” and even movies have been segmented into shorter clips. The prevalence of video content has even influenced political astroturfing, now taking the form of user-generated videos.

As social media increasingly focuses on video consumption, users are reporting a decrease in their own online posting activities. A survey by Morning Consult found that while a significant portion of US respondents watched Instagram Reels, far fewer actually posted them. This shift raises questions about whether users genuinely prefer video content over text or images, or if they engage with it simply because it’s what platforms prioritize. The decline in user-generated content may explain why platforms tolerate or even promote AI-generated content. The shift towards video-centric social media has turned us all into passive observers.

If Instagram and Facebook transition into default video feeds, it would mark a significant shift in their platforms. It would also blur the distinction that these platforms are primarily for connecting with others. The move towards video content creation has posed challenges for writers, photographers, nonprofits, and other creators who may need to invest in video production to maintain visibility on these platforms. Whether users will embrace this shift remains to be seen.