Over the years, Instagram has faced numerous competitors but has managed to maintain its prominence in the social media landscape. The emergence of TikTok marked a significant challenge for Instagram, prompting the platform to intensify its efforts to remain relevant. During the ongoing antitrust trial against Meta, Instagram CEO Adam Mosseri provided testimony that reflects the critical situation the company finds itself in. In a message to his team in March 2020, Mosseri emphasized the urgency for adaptation, stating, “We can’t explain it all, but what’s clear at this point is that we need to adapt, and do so quickly.

You’re either growing, or you’re slowly dying.” This statement underscores the competitive pressure Instagram faces, especially from TikTok. Currently, Meta is entangled in an antitrust lawsuit initiated by the FTC, which argues that the company’s acquisitions, including Instagram and WhatsApp, are designed to stifle competition rather than promote it. Mosseri’s remarks indicate that Instagram views TikTok as a direct competitor, which could reinforce the FTC’s claims against Meta.

Despite these challenges, Instagram has successfully retained its user base by incorporating popular features from rival apps. A prime example is Instagram Stories, a format that mirrors Snapchat’s Stories and enables users to share more casual updates without cluttering their main feed. Another feature, Reels, reflects Instagram’s attempt to emulate TikTok. Initially, Instagram penalized users for reposting TikTok videos by diminishing their visibility in the algorithm, but Reels has gained traction among creators since then, even though TikTok’s algorithm is often seen as superior.

TikTok is currently navigating its own challenges, including potential bans in the U.S. due to regulatory concerns. This uncertainty creates an opportunity for Instagram, especially if TikTok ceases operations in the U.S. Should that occur, Instagram is well-positioned to step in and fill the potential gap in the market.