With TikTok’s popularity only seeming to grow (forecasted to hit 37.3 million ‘Gen Z’ users this year, far surpassing instagram’s current 33.3 million), it’s clear to see the direction that social engagement is heading.

Adam Mosseri, the head of instagram, recently stated that the company is “no longer a photo-sharing app” and will begin to prioritise video moving forward. The app has chosen to differentiate videos by length to ensure its short-form video platform and TikTok rival, Reels, will offer a more streamlined video experience for their 1 billion users.

Our Muses were quick to adapt and capitalise on these changes, giving them the opportunity to produce more diverse and creative content to increase their engagement. It didn’t take brands long to realise the opportunity they had in front of them and were quick to jump on this development. The new era of social media talent being booked for reels instead of imagery is here.