By Shelley Friesen, founder and director – Melbourne Social Co.
As we head towards the pointy end of the year, one question is circulating more and more in the social media world: Is Instagram dead?
Instagram, once the crown jewel of Meta’s empire and the go-to platform for curated visuals and influencer culture, has been facing a significant challenge: TikTok. The rise of TikTok has been nothing short of meteoric, capturing the attention (and screen time) of millions worldwide, particularly amongst Gen Z.
But does this mean Instagram is on the decline?
For years, Instagram was the ultimate social media playground (one I was guilty of spending a LOT of time in!) Carefully curated feeds, perfectly staged photos, and the rise of influencers – it was heaven for the Millennials amongst us. But as social media culture shifts towards more authentic, less polished content, Instagram’s shine has started to dull.
There’s no denying that Instagram still boasts a huge user base, but user behaviour is changing. Many are growing weary of the ‘highlight reel’ effect Instagram is known for. It’s not just about showing the best parts of your life anymore—it’s about showing real life, and this is where TikTok has found its niche.
From a data perspective, declining engagement rates are a real challenge on Instagram. For brands, we’re looking at average engagement rates of less than 1% across most industries in 2024. So for brands investing tens of thousands of dollars a year into the platform, it’s beginning to make little sense as a marketing channel.
TikTok: The Game Changer
TikTok’s success can largely be attributed to one thing: its authenticity. In a world that’s growing tired of perfection, TikTok has delivered exactly what users have been craving—raw, unfiltered, and, most importantly, real content. It’s a platform where creativity thrives, where people can express themselves without worrying about how it fits into a perfectly curated aesthetic.
But TikTok’s appeal isn’t just about authenticity; it’s about how content is consumed. The platform’s addictive algorithm serves up an endless stream of short, engaging videos, keeping users glued to their screens. Unlike Instagram, where the pressure to keep up with engagement rates and followers is front and centre, TikTok’s For You Page (FYP) creates a more personalised, less comparison-driven experience.
For Gen Z, TikTok has become the platform of choice. It’s fast, it’s fun, and it’s dynamic. This generation are not as concerned with likes, followers, or perfectly edited photos—they’re interested in entertainment, connection, and self-expression. Another interesting fact, Baby Boomers are the fastest growing demographic on platform, proving TikTok is incredibly popular across the generations.
Melbourne Social Co.’s Shelley Friesen
Meta’s Response: Can Instagram Keep Up?
Meta hasn’t been sitting idly by while TikTok skyrockets in popularity. In response, Instagram has doubled down on Reels, their version of TikTok’s short-form video. Reels have been integrated and prioritised on the platform in an effort to keep up with the growing demand for video-first content. But despite these efforts, Instagram still feels like it’s playing catch-up rather than leading the charge.
Why? Because Instagram, at its core, was built for a different era of social media. It’s a platform centred around static images, and despite introducing video features like Stories, IGTV, and now Reels, it’s hard to shake the identity that Instagram was built on. Users know Instagram for its aesthetics, and TikTok has carved out space as the go-to platform for quick, casual, and interactive content.
But Is Instagram Really Dead?
Let’s be clear: Instagram isn’t dead. But it’s certainly evolving — and fast. For brands and content creators, Instagram still offers value. Its visual-first nature makes it ideal for e-commerce, lifestyle brands, and influencers who want to maintain that picture-perfect feed. And let’s not forget that Instagram’s integration with Meta’s other platforms (Facebook, WhatsApp) gives it a level of ad-targeting and data analytics that’s hard to beat. If you’re a brand looking for pay-to-play conversions, Meta is still a great place to be in 2024 and into 2025.
But if you’re updating your social media strategy for the new year – it’s time to add in TikTok if you’re yet to jump on board.
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Top image: Melbourne Social Co.’s Shelley Friesen