A few weeks ago I commented on how TikTok has enjoyed tremendous success in 2020, even throughout the Covid-19 pandemic. However, it seems that ship has sailed…

Underscoring the Trump administration’s executive order that bans TikTok (and WeChat) from the United States is Instagram’s new short-form video app called Reels.

The sheer popularity of TikTok hangs in the balance.

Reels debuted on August 5 and can be found in a the Stories and Explore sections of a user’s profile. Reels are “15-second multi-clip videos with audio, effects, and new creative tools,” per Instagram’s explanation.

Since TikTok users are most likely already on Instagram, the sheer popularity of TikTok hangs in the balance.

I predict TikTok users will remain loyal to the app until it becomes inaccessible by way of the implementation of a nationwide ban. Yet, in the meantime, I’m certain the general public will familiarize itself with Reels and gravitate more towards Instagram for daily shorts and trending video content.

Regardless of how all of this plays out, the main takeaway is that video (via TikTok, Reels, Facebook, Snapchat… you name it) is the preferred delivery method of informational and entertainment content.

That said, it is crucial you have a video or multimedia strategy within your marketing program in order to enhance brand awareness and maintain general relevance.

So… what is your multimedia strategy? Call us if you need one, or if your current efforts need a boost.