Instagram CEO Admits: “TikTok is Outperforming Us” as Reels Struggle for Attention

In a rare moment of transparency, Instagram CEO Adam Mosseri has admitted that the photo-sharing platform is struggling to keep pace with the meteoric rise of TikTok, especially as it faces increasing pressure to retain Gen Z users.

In a candid comment, Mosseri acknowledged the growing dominance of TikTok, stating, “TikTok is killing us.”

His remark sheds light on the fierce competition in the social media landscape, with TikTok continuing to capture the attention of younger audiences through its algorithm-driven short-form video content.

Meta’s flagship app has been attempting to counter TikTok’s influence with its own short-form video feature, Reels, which was introduced in 2020.

Despite its integration into the Instagram app, Reels has yet to see the same level of success as TikTok, which has become a cultural phenomenon with over a billion active users worldwide.

The rising challenge of competing with TikTok comes as Instagram faces mounting pressure from investors and users alike to adapt to changing trends. In particular, younger audiences — a demographic Instagram has long relied on — are flocking to TikTok, prompting Meta to rethink its strategy for Reels and other features aimed at attracting Gen Z.

Meta’s efforts to replicate TikTok’s success have included expanding Reels capabilities, offering new editing tools, and optimizing video-sharing features.

However, Mosseri's comments suggest that Instagram is still grappling with how to capture the attention of Gen Z, a group increasingly drawn to the spontaneity and creativity of TikTok’s platform.

This admission from Mosseri highlights the larger shifts happening in the social media industry, where the battle for user engagement is becoming more intense.

TikTok's ability to engage users through an algorithm that curates highly personalized content has disrupted the social media space, leaving platforms like Instagram scrambling to adjust.

As Instagram looks to maintain its relevance and user base, all eyes will be on how it innovates and competes with TikTok’s viral momentum.

With TikTok continuing to outperform, Meta will need to find new ways to captivate its audience or risk falling further behind in the ever-evolving world of social media.