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Meta's photo and video social platform. 2B+ monthly users. The product that taught the industry what a mobile-first feed looks like, and then had to reinvent itself twice to survive TikTok.

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Instagram's Reels Tab: Cannibalising Yourself on Purpose

Putting Reels in the center of the nav bar was Instagram choosing to compete with its own feed before TikTok finished the job.

7 May 2026