I have not seen one original piece of content on Instagram Reels yet. It is just full of TikTok memes, dances and videos.

And it just doesn’t work. Without TikTok’s algorithm backing this, the feed is just random and feels stunted.

Do I love that TikTok knows I’ll watch the Damelio family, random pranks, funny lesbians and gadgets for hours? Nope but it’s what makes the app so infectious. Reels just feels like randomly flipping channels on cable.

Of course I wrote / made a video about this all earlier in the year. The algorithm and the memes. They get you hard. https://www.wsj.com/articles/help-im-trapped-inside-tiktok-and-i-cant-get-out-11579801844