Meta (formerly Facebook) began to change the focus of Instagram in order to compete with platforms such as TikTok and Kwai after the arrival of Reels, a dedicated space for content creators to publish short videos as in other social networks, but in this case with its own tools and resources.
In recent years, the platform has embarked on a process of “de-characterization” by including new functions in the app, however, this process has been harshly criticized by the community, especially after Instagram started testing a new feed model that prioritizes the Reels instead of photos.
ByteDance, the developer of TikTok, may be preparing a response by launching an app solely intended for photographs, just as Instagram was a few years ago. This information was shared earlier this month by the South China Morning Post and was reinforced with the registration of the trademark with Quichacha, a Chinese technology patent bank.
According to rumors, the company is working on an app called “Kesong” (“croissant”, in Chinese) so that users dissatisfied with the direction of Instagram have an alternative social network in which they can publish only photos without the disclosure of videos on the timeline, content that will be exclusive to TikTok.
With Instagram moving further and further away from its initial purpose, the only app for sharing photos will be Pinterest, but this one has an emphasis on ideals rather than people. Apparently, the launch of ByteDance’s alleged new social network will be limited to China and should not arrive in the West anytime soon.
This week, American celebrities and others started a campaign calling for Instagram to “go back to what it was before”, urging the social network to “stop trying to be TikTok”.