Instagram’s new Audio Tab allows users to search for videos (Reels) within the app which use a specific audio.
Once a track is selected via the main explore search function, Instagram will display Reels that have used the audio, usually featuring popular videos first. This makes it easier for creatives to tap into trends based on popular audio clips and potentially give their video an organic boost.
The new feature comes at no surprise, since audio has proven extremely popular with TikTok – so much so that audio used on viral videos has even influenced the charts. Songs that trend on TikTok often end up charting on the Billboard 100 or Spotify Viral 50, according to MCR Data.
We know that video content is more engaging, so it makes sense that Instagram is finding ways to push Reels content and compete with TikTok. The new audio tab provides opportunities for brands to jump on trends and get their content viewed by more users organically, simply by using a trending audio. We’re looking forward to what Instagram does next to rival TikTok…
Source: Digital Music News