Jane Ko tried to avoid TikTok. The blogger and creator’s platform of choice is Instagram, where her @atasteofkoko account has about 118,000 followers, and she felt she wasn’t the right fit for an app that burst on the scene with singing and dancing—things she says she isn’t good at.

US Instagram ad impressions are split mostly between two formats. For the US clients of performance marketing firm Tinuiti, 47.0% of impressions came from the feed and 42.0% from Stories in Q4 2021.

User-generated short videos are all over the internet, from TikTok to Instagram Reels to Triller, and the marketing opportunities are exploding. Here’s how the main venues compare across usage, paid advertising, organic and influencer marketing, and commerce.

On today's episode, we discuss the main takeaways from Facebook's corporate name change to Meta, Instagram's affiliate shops development, how out-of-stock messages could affect advertising, Instagram Reels ads versus TikTok paid ads, selling out this year's Super Bowl ads, reacquainting yourself with the commute, a hidden secret in the number pi, and more. Tune in to the discussion with eMarketer analyst Blake Droesch and principal analysts at Insider Intelligence Suzy Davidkhanian and Paul Verna.

The “TikTok effect” on influencer marketing is palpable, but Instagram and YouTube are still highly relevant venues for creator video.

Meta’s short-form video product Reels and Instagram are losing younger viewers to TikTok. Updates to the metaverse: Zuckerberg reiterated that the metaverse, the company’s immersive VR platform, is still years away from making any significant contributions to the overall business. But he did give a glimpse on next steps for the metaverse.

Instagram recently expanded its 90-second Reels test, which began in February, to more users. To combat the threat posted by TikTok, Meta said that Reels producers who upload original material on Facebook would now receive additional compensation.

TikTok is all video, but its success inspired clones like Instagram Reels and Snapchat Spotlight. Instagram Stories has its share of copycats, even if some were short lived, like Twitter Fleets and LinkedIn Stories. Additional spaces also include premium content havens like Facebook Watch and, most recently, a rush of social livestreaming destinations, notably including Pinterest TV.

Reels, its answer to TikTok, remains separate from other forms of video on Instagram for now, but creating artificial distinctions based on time limits is a recipe for fracturing audiences and confusing consumers (not to mention the marketers building video assets). Predictions. Videos will get longer on TikTok and Reels, opening the door for new types of content to emerge.

Meta’s expansion of its short-form video feature Reels is a minor tactical move rather than the kind of true innovation investors—and social media users, particularly younger ones—crave. Another problem: Reels just isn't monetizing at the same rate as its Feed and Stories formats, but it is eating into time spent on those legacy formats.

Nearly 400 million people in Latin America will use social networks in 2022. Facebook remains the region's biggest platform, but it will experience its slowest user growth on record this year as TikTok and Instagram make gains.

Facebook Reels’ global rollout comes with fresh ad formats: The new banner and sticker ads both attract creators to the platform and offer marketers performance ad options for short-form video.

The explosion in vertical video is creating both opportunities and challenges for the Story format. Stories are evolving quickly on Instagram and remain a top venue for influencer activations. But Twitter’s decision to kill off Fleets shows they aren’t popular on all platforms.

Longer content video is becoming a big portion of what we're going to be doing on Instagram. Reels is now a huge part of what we're doing. Static is great, but you're not going to win if you're not moving into what we're calling the motion picture business of TikTok, or even Instagram with Reels now. II: Are there any other channels you are looking at to promote your skincare products?

Article: Creator spotlight: Jane Ko talks TikTok and Instagram Reels.

We didn't want to take Instagram Reels and force them into TikTok or take snippets of our highly produced videos and put them on. We look to our community to help us with that platform a lot because it's very fast, fun, and people are spitting up a ton of content.

On today's episode, we discuss Facebook's Q2 performance, whether Apple's iOS update has affected ad revenues, and what Facebook means exactly when it talks about its (and everybody else's) “metaverse” future. We then talk about the impact of Facebook Pay expanding to online retailers, whether Instagram Reels could come to Facebook's homepage, and some new privacy features for kids on Instagram. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Jasmine Enberg.

Here’s how marketers can navigate Q3 2021’s product, commerce, and monetization changes on Facebook, Instagram, Snapchat, TikTok, and Twitter.

Instagram has rolled out Instagram Shopping for its long-form video platform IGTV, part of the company's push to make social commerce more central to the app.

Over 500 million people in Europe will use social networks monthly in 2022—with more than half hailing from Central and Eastern Europe. Facebook will remain the largest platform, but its lead is shrinking as Instagram and TikTok expand.