On this episode, I talk about how Instagram Reels are REAL and worth a second look! I reference this article and specifically:

• 87% of Gen Z TikTok users who have used Instagram Reels agree with the statement, “Instagram Reels is basically the same as TikTok.”
• Most respondents (daily or weekly) who have used Instagram Reels do not think that TikTok is inherently special.
• 61% of Gen Z TikTok users said they plan to spend more time on Instagram in TikTok’s place.

Instagram was the #1 alternative destination for the youths; Snapchat came in second, with 34% planning to spend more time there instead of TikTok.

Bottom line: Millennials can say all they want about Reels having an inferior UX to TikTok’s, but Gen Z seems interested in Instagram’s latest copycat. Marketers hoping to reach Gen Z might not want to write the feature off just yet—especially given that TikTok's eventual buyer may not even inherit its celebrated algorithm and engineers.