Meta Introduces Features to Attract TikTok Users to Facebook and Instagram

25th January 2025

2 minutes read

Meta Introduces Features to Attract TikTok Users to Facebook and Instagram

Meta has implemented a series of changes, introduced new features, and launched advertisements asserting that Reels is a major competitor to TikTok.

In the days and weeks leading up to the scheduled ban, while millions of users scrambled to find a suitable alternative to TikTok, Meta rolled out these changes.

Changes on Instagram

In recent years, Instagram has scaled back its in-app shopping initiatives, but with the looming TikTok ban, Meta unveiled a new feature seemingly inspired directly by TikTok Shop.

In a promotional video, two creators working for Meta demonstrated how influencers can now prominently showcase the products they are marketing in Reels, just like on TikTok Shop.

In January, Meta also released dozens of promotional videos about Instagram and Reels, which collectively garnered millions of views.

Last week, Meta announced a suite of new Instagram Reels features that bring the app closer to TikTok. One of these features is a new tab allowing users to see Reels they like, interact with subscribers’ comments, and use a “reply bar” to engage with such activity.

Instagram users can now upload Reels up to 3 minutes long, compared to the previous 90 seconds, whereas TikTok allows videos up to 60 minutes.

However, the most notable change on Instagram is the sudden switch of the format for photos and videos on user profiles from square to rectangular.

Changes on Facebook

On Facebook, several users have reported seeing a different promotional banner encouraging them to link their TikTok accounts to their Facebook pages.

This prompt appears related to a feature launched by Meta last month, allowing users to display their YouTube, TikTok, and Instagram accounts along with follower counts on Facebook.

However, the banner recently reported only mentions TikTok by name.

This feature makes it easier for creators’ followers on other platforms to find and follow them on Facebook.

It remains unclear, however, whether Meta’s strategy will be enough to persuade loyal TikTok users to join its platforms or spend more time on them. Only time will tell.