Sometimes we see one of the big social apps copying another app or experimenting with new engagement bait features.
Apparently, it’s based on a new discovery by app researcher Alessandro Paluzzi.Based on Paluzzis’ latest findings, Instagram is now developing a new feature called Achievements for Reels.
As you can see in these images, we may soon add new achievement elements to reel options. This will give you a specific badge based on your reel performance. Like Trendsetter (cool) and Creative Streak (rock on).
As in the example above, achievements are only visible to you. It seems like this could act as an incentive factor for users to keep posting more reels more often.
Obviously, Instagram believes that users want as many reels as possible in every element of the app.
Whether that’s true is a bit of a chicken-and-egg conundrum. Are more people watching more reels on Instagram because they really like them, or is it because Instagram shows more reels to attract clicks?
To be fair, Instagram chief Adam Mosseri says people are watching more and more videos on the app either way. Sometimes on the verge of falling, trying to get more reels in front of a lit up face.
Will the Reels Achievement allow more people to contribute more Reels?
In fact, it probably will.
The most direct comparison here is Snapstreak, which has become almost a religion for many Snap users over the years.
Both Snapchatters in a chat must send each other Snaps (non-chat, important difference) within 24 hours to initiate a continuous Snap. If he does that for three days in a row, an emoji will appear to indicate the beginning of the streak. Then you have to keep doing it indefinitely, forever. Don’t drop the ball on the streak.
Some Snap users have maintained streaks of six years, and the urge is driving many to return to the app every day.
So in-app recognition like this works. If you choose to roll out these new reel achievements at some stage, it’s not entirely surprising to see them do so on IG as well.
It could also be tied to a reel play bonus program that sees real money allocated to creators based on reel performance. Perhaps through achievement badges, Instagram can better identify top her creators and invite them to the program.
But that seems a bit on the nose, doesn’t it? Again, that might work, but do you ever assign achievement badges for people to keep posting?
Instagram is really keen to make reels happen as it works to fend off the competition from TikTok.
Overall, it looks like TikToks wins here, but YouTube’s more advanced monetization options mean it could win either way.
Still, Instagram continues to push ahead, and Achievements could be the next play on this front.
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