The following summarizes an article from Digiday, published on February 13, 2025.
SEATTLE, WA – As TikTok faces ongoing uncertainties, Instagram's Reels is experiencing a notable surge in content creation and audience engagement. Recent data indicates that creators are increasingly turning to Reels, potentially positioning Instagram as a primary beneficiary amid TikTok's challenges. Kelly Dye, VP of Influencer Strategy at New Engen, offers insight into this trend:
For those concerned about rebuilding their audience, collecting follower contact information through opt-in email tactics can be a useful strategy to stay connected with their community in the future.
This strategic approach underscores the importance of diversifying audience engagement methods, ensuring creators maintain strong connections regardless of platform uncertainties.
Explore the full article, Why TikTok's Loss Might Be Instagram's Gain as Reels Grows in Content and Audience, on Digiday.
About Digiday
Digiday is a leading digital media publication covering the intersection of technology, media, and marketing. With in-depth reporting on industry trends, Digiday provides insights and analysis that help brands navigate the fast-evolving digital landscape.
About New Engen
New Engen is a digital marketing agency driving impact for brands across every phase of the customer journey – maximizing it, measuring it, and repeating it. Through a collective passion for building brands, a relentless desire to challenge the status quo, and deep digital expertise across hundreds of brands and verticals, we put our clients on the cutting edge of what’s possible in digital marketing.