Why destroy Instagram when Meta could clone TikTok instead?

22 September 2022

TikTok app on smartphone, photo by Antonbe

Image courtesy of Antonbe.

Why is Meta so intent on mutating photo-sharing app Instagram (IG) into their answer to riotously popular video-sharing service TikTok, when that obviously is not the answer?

Instagram and TikTok are fundamentally different, but Meta doesn’t seem to know that.

Why doesn’t Meta opt to reinvent the wheel instead? Why not simply build their own version of TikTok? With the design talent and engineering resources Mata have at their disposal, they could do so instantly. And by leveraging their almost three billion Facebook members, and over one billion IG users, it wouldn’t take long for a clone to achieve critical mass.

But Meta appears to be reluctant to foist another app on users. They are apparently already overloaded with the likes of Facebook, Messenger, WhatsApp, and of course, IG. Their only choice then is to butcher IG beyond recognition. Even if the reaction of IG users suggests that’s a bad idea.

How long will it take Meta to see the light here? Build your own standalone video-sharing service app which we can choose, or not choose, to use, and leave IG the way it was.


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