It appears that Instagram is testing another TikTok-focused addition, as a new “Audio” tab has emerged for some users in their discovery options, allowing them to search for specific tracks within the app. This new feature enables users to search for songs by keywords and provides a list of audio clips recorded in Instagram. Clicking on one of the results takes you to a separate page for that song, which includes options to save the audio or use it in your own post, while also showing you all the Reels that have used the same song.
This feature is similar to what exists on TikTok, where searching for a song title yields similar results in the sounds tab. Clicking on a song name within a TikTok video displays all the clips that have used that same song, facilitating increased interaction and engagement in the app, as users look to capitalize on the latest trending tracks. You can also do the same within Reels themselves by clicking on the music bar at the bottom of any Reel to see a list of all Reels that have used the same track, just as the new audio tab does.
Consequently, the new audio tab is not functionally new, but it provides another way to maximize music sharing within the app and may highlight some of the latest Reels trends to a wider audience. Instagram is still trying to figure out how to make Reels a bigger element in an effort to fend off growing competition from TikTok, and this new discovery option may be another way to showcase popular trends based on trending tracks.
Reports suggest that Instagram is also working on a new incentive program that would reward users for creating Reels, while also testing new ways to share Reels through Facebook, thus expanding the reach of videos across the social network. Recent data from App Annie showed that TikTok users spend an average amount of time similar to that spent by Facebook users, while TikTok users spend more time on the app compared to Instagram users.
