Instagram’s Power Play in the Wake of TikTok’s Ban

Branding & Identity Design

Visually Mag

February 15, 2025

The recent ban on TikTok in the United States has disrupted the social media landscape, leaving millions of users and creators searching for alternative platforms. Among the platforms stepping up to fill this void, Instagram has introduced significant changes to attract displaced TikTok users. These changes signal a pivotal moment for social media, impacting how platforms evolve and how creators adapt to maintain their online presence.

Instagrams latest update introduces features like vertical grids, grid highlights, thumbnail cropping, and drag-and-reorder functionality, all of which elevate its design beyond the traditional layout to a more dynamic and customizable experience.

In response to TikTok's ban in the United States, Instagram has implemented significant updates to attract users seeking alternative platforms. Notably, Instagram has extended the maximum length of Reels from 90 seconds to 3 minutes, aligning more closely with TikTok's format.

Additionally, Instagram is actively encouraging TikTok creators to transition by offering financial incentives for exclusive Reels content. Reports indicate that Meta, Instagram's parent company, is offering TikTok creators up to $300,000 to post exclusively on Instagram Reels for six months. These contracts, which target creators with over 1 million TikTok followers, provide payouts between $2,500 to $50,000 a month in exchange for content exclusivity on Instagram for at least three months.

These strategic moves aim to capture a younger, video-centric audience and establish Instagram as the primary alternative for creators affected by TikTok’s absence.

For creators, the shift presents new opportunities but also significant challenges. TikTok’s algorithm was known for its ability to make content from small creators go viral based solely on quality and engagement. With TikTok unavailable in the U.S., creators must pivot to platforms like Instagram, YouTube Shorts, and Triller to reach their audience.

Creators Face a New Reality

TikTok was a lifeline for countless creators, offering unprecedented exposure through its recommendation algorithms. Now, renowned designers like Stefan Sagmeister and Paula Scher, who have made significant contributions to graphic design, are transitioning to Instagram Reels to expand their creative reach. Sagmeister, known for his bold and thought-provoking designs, shares insights into his creative process, bringing a fresh perspective to Instagram’s visual storytelling format.

Stefan Sagmeister – The Absent Digital, where digital-inspired letterforms take physical shape through a bold, black-tape typeface.

Similarly, Paula Scher, a partner at Pentagram, utilizes Reels to highlight her iconic design projects, offering a dynamic way for followers to engage with her work. Both designers are not only adapting to new platforms but are also reshaping how design is shared in an increasingly digital world.

Paula Scher – Today's What Could Have Been: #ShotOniPhone, showcasing her experimental approach to typography and visual storytelling.

Businesses, too, are adapting to these changes. A bakery in Austin, Texas, known for its viral TikTok baking tutorials, has transitioned to Instagram Reels to sustain its audience and attract local customers. By leveraging Instagram’s Reels and Stories features, the bakery maintains its connection with loyal customers and garners fresh attention from new followers.

Sweetish Hill Bakery in Austin, Texas using Instagram Reels to maintain its connection with loyal customers and attract new ones through viral baking tutorials.

As creators navigate these challenges, Instagram’s updates must cater to their needs, particularly through improved discoverability and fairer content promotion. Adam Mosseri (@mosseri on IG) recently posted a series of Reels outlining upcoming changes, including a new Instagram Editing app called Edit and significant updates to user profiles.

One major shift is the introduction of a tall grid on profiles, designed to better showcase vertical photos and videos—now the dominant format on Instagram. However, Mosseri acknowledged the backlash from creators who carefully curate their grids, stating, “One of the mistakes I made was not giving people enough of a heads up... but I know some of you spend a lot of time tweaking your grids and this blew all of that up.” In response, Instagram plans to allow users to customize thumbnails and re-order their grid, giving creators more control over their profile’s aesthetic.

Additionally, story highlights will be moved into the grid as a tab, streamlining profiles while keeping favorite moments accessible. Instagram is also testing a new feature that lets users post directly to their grid, bypassing the feed entirely. Mosseri emphasized that these updates are still evolving, adding, “This plan might change as we iterate over the next couple months, but I’m hoping sharing our intentions early will help avoid any more harsh surprises.”

With these changes, Instagram is clearly prioritizing creator flexibility—an essential move as the platform competes to retain its creative community.

Adam Mosseri (@mosseri) shares updates and insights about Instagram’s changes on his official Threads profile.

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Instagram’s Bold Shift in Identity

Instagram's recent shift towards video content has sparked debate among users. While the platform aims to capture TikTok's audience, this move risks alienating long-time users who value Instagram's photo-sharing roots. Critics have expressed frustration with features like the taller grid layout, feeling it prioritizes video over photography. This sentiment was notably highlighted in July 2022, when photographer Tati Bruening initiated the "Make Instagram Instagram Again" movement, urging the platform to stop mimicking TikTok and return to its photo-focused origins.

The campaign gained significant traction after Kylie Jenner and Kim Kardashian publicly supported it, prompting Instagram to roll back some of its proposed changes. However, Instagram has continued to prioritize short-form video, leaving many photographers and traditional users uncertain about the platform’s long-term direction.

Tati Bruening’s “ Make Instagram Instagram Again” movement urged a return to the platforms photo-sharing root.

Instagram has also introduced monetization tools to attract creators, including expanded ad revenue options and features like in-app shopping. While these tools offer new income opportunities, their success depends on whether creators feel supported and valued by the platform. Some creators have expressed concerns about fairness, particularly regarding which content the algorithm promotes.

The Future of Social Media in a Post-TikTok World

TikTok’s absence in the U.S. has influenced Instagram and also spurred other platforms to adapt. YouTube Shorts, Snapchat Spotlight, and newer players like Triller are vying for the attention of creators and users. This competition has led to a homogenization of features across platforms, raising questions about the future of innovation in social media.

Fragmentation is another likely outcome, as users and creators divide their time across multiple platforms. While Instagram may capture a significant share of TikTok’s audience, others might prefer platforms better suited to their content style. For instance, Triller has gained attention as a TikTok alternative, focusing on music and performance-based videos.

Triller emerges as a top TikTok alternative, drawing creators with its focus on music and performance-driven videos.

The broader implications for creators are profound. Social media platforms have become essential tools for personal branding, business growth, and community engagement. For creators to thrive in this evolving landscape, they must diversify their content strategies and remain adaptable to platform changes.

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The Path Forward

The changes Instagram has implemented represent an ambitious attempt to capitalize on TikTok’s absence, but they also highlight the challenges of maintaining user satisfaction while innovating. As creators and businesses navigate this period of uncertainty, their ability to adapt will determine their success.

For Instagram, the road ahead involves balancing the integration of TikTok-inspired features with the preservation of its unique identity. Success will hinge on listening to user feedback, supporting creators, and fostering an environment where all voices can thrive.

Social media is undergoing a transformation as platforms innovate, creators adapt, and users navigate a changing digital world.

The social media landscape is at a crossroads. Platforms are reimagining their roles, creators are reshaping their strategies, and users are adjusting to new norms. This transformative period will shape the future of social media, making it an exciting yet uncertain time for everyone involved.

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