TikTok and Instagram have had an interconnected relationship over the past few years. Back in 2020, TikTok allowed users to easily cross-post their videos to Instagram through an in-app “Share to Instagram” button. This made it simple for creators to post TikTok content directly to Instagram without having to download videos and reupload (CNN, 2019). However, in 2021, TikTok quietly removed this integration and Instagram sharing is no longer possible within the TikTok app. While a TikTok spokesperson cited “iterative changes to improve the user experience” as the reason, many speculate it may have been done to reduce competition with Instagram as TikTok continues its meteoric growth.
TikTok’s Previous Instagram Integration
Previously, TikTok had a direct integration with Instagram that allowed users to easily cross-post their TikTok videos to Instagram. By tapping the “Share to Instagram” button on a TikTok video, users could directly upload and post that TikTok video to their Instagram feed or stories (1). This made it simple for TikTok creators to expand their audience by reaching Instagram users, without having to download and reupload videos.
The Instagram sharing button appeared on TikTok profiles that had connected their Instagram account. Users could link their Instagram account in TikTok settings. Once accounts were linked, the Instagram button would be readily available when viewing your own TikTok videos in the app (2).
This integration provided a seamless, one-click way to get TikTok videos shared directly to Instagram. It allowed for quick and easy repurposing of video content, helping creators maximize their reach.
Why the Instagram Button Was Removed
In late 2021 and early 2022, many TikTok users began noticing that the button to share TikTok videos directly to Instagram stories disappeared from their profiles. This Instagram integration removal was likely due to escalating tensions between TikTok’s parent company ByteDance and Meta Platforms, which owns Instagram and Facebook.
According to reports on Reddit, TikTok strategically removed the ability to cross-post Instagram amid ongoing feuds with Meta. There has been intense competition between the two social media platforms, and Meta has tried to suppress TikTok’s growth by blocking links to TikTok on Facebook and Instagram.
In response, TikTok retaliated by cutting off Instagram integration. While neither company has officially confirmed the strategic motives behind this, the timing suggests it was a calculated move by TikTok during escalating corporate hostilities with Meta’s apps.
Workarounds for Sharing TikToks to Instagram
Even though direct Instagram sharing is no longer built into TikTok, there are a few workarounds that allow users to post TikTok videos on Instagram.
One option is to screen record the TikTok video while it’s playing in the app, then save the screen recording to your camera roll. From there, you can upload the screen recorded video to Instagram as you would any other video file.
Alternatively, some third party apps like Repost allow you to download TikTok videos then re-upload them directly to Instagram. The downloaded video won’t have the TikTok watermark or interface, making it seamless to share as an Instagram post.
You can also use the TikTok website on a desktop computer to save videos, then upload the downloaded files to Instagram from your phone. While not as streamlined as direct sharing used to be, these methods allow TikTok creators to get their videos in front of the Instagram audience.
Pros and Cons of Re-Enabling Instagram Sharing
Re-enabling the ability to directly share TikTok videos to Instagram would have both benefits and drawbacks, especially for TikTok creators.
On the pro side, it would allow creators to easily cross-post their TikTok content to Instagram without any extra effort. This expands their reach and exposes their content to new audiences on Instagram who may not be on TikTok. According to one source, “TikTok mostly appeals to younger audiences. Much like Instagram, TikTok has its biggest appeal with younger audiences.” https://www.indeed.com/hire/c/info/advertising-on-tiktok-and-instagram
Direct Instagram sharing also makes it simple for TikTok creators to build their brand and followers across multiple platforms. Additionally, creators can tap into Instagram’s analytics to gain insights into how their content performs there.
On the con side, some creators may not want their TikTok content being shared directly to Instagram without their control. They lose the ability to customize or tailor the content before posting to Instagram. There is also a risk of oversaturation if all TikTok videos are auto-shared.
Additionally, some creators purposefully maintain a distinct style or brand on each platform. Enforced cross-posting takes away their ability to strategically separate their presence. Overall, while auto-sharing to Instagram provides some benefits, it also comes with drawbacks that TikTok creators would need to weigh.
Instagram’s Response
Instagram has not made any official statements regarding the removal of the Instagram sharing button on TikTok. However, there is speculation that Instagram wanted to limit TikTok’s reach and growth by making it more difficult for users to cross-post TikTok videos to Instagram Stories and Reels (source). Some believe Instagram pressured TikTok to remove the integration so that content would remain within each app rather than being shared across platforms.
Without an official statement, the true reasons behind Instagram’s stance are unknown. But the removal aligns with Instagram’s interests in keeping users active on its own platform rather than facilitating content sharing with competitors like TikTok.
Impact on Creators and Users
The removal of the Instagram sharing button has significantly impacted content creators and users who previously relied on cross-posting between TikTok and Instagram. Many creators built their followings by sharing TikTok videos to Instagram to reach new audiences. Without easy Instagram integration, creators have lost a major growth channel. Some reports indicate TikTok creator growth has slowed since the change.
Users also enjoyed the convenience of reposting funny or entertaining TikTok videos to their Instagram Stories. This allowed them to share content seamlessly between platforms. Now, users have to manually download TikTok videos and re-upload them to Instagram, which is a cumbersome extra step. This friction likely means less TikTok content gets shared to Instagram.
According to one analyst, “A TikTok ban in the U.S. could be devastating to the creators and influencers who rely on the platform.” (Source) Creators invested significant time building audiences on TikTok, and removing the Instagram bridge isolates their follower base. This impacts earning potential and discourage future growth on TikTok.
Overall, the discontinued integration between TikTok and Instagram has substantially affected content creators and users. It has made cross-platform posting much more difficult, slowing TikTok creator growth and reducing viral video sharing on Instagram.
Will Integration Return?
The likelihood of TikTok re-enabling direct Instagram sharing is currently low. When TikTok removed the feature in 2020, they cited wanting users to remain within the TikTok app as the reason. According to a TikTok spokesperson, “We’re focused on helping creators share their content within TikTok rather than cross-posting to other platforms” (Contra, 2023). TikTok seems intent on keeping users engaged on their platform, rather than directing traffic elsewhere.
However, some speculate that the removal was prompted by Instagram introducing their own short-form video product, Reels (PlannThat, 2023). With Reels now firmly established, there is hope that direct sharing could return in the future to enable creators to more easily cross-promote. But Instagram has not indicated this is on their roadmap.
Overall, TikTok is still prioritizing stand-alone growth over interoperability with competitors. Unless their strategy shifts, direct Instagram integration is unlikely to return soon.
Tips for Sharing TikToks on Instagram
Despite the removal of the direct Instagram sharing button, creators can still share their TikTok content to Instagram. Here are some tips:
Use third-party apps like Clipchamp or Paperbell to easily cross-post TikToks to Instagram Stories or Reels.
Download your TikTok videos then upload manually to Instagram Reels. Make sure to credit yourself and avoid reposting too frequently.
Edit and repurpose TikTok content to create unique Instagram Reels. Tailor content for each platform’s audience and style.
Link to your TikTok account in Instagram profiles and captions to drive traffic between platforms.
Use relevant Instagram hashtags like #TikTok and #TikTokMadeMeDoIt to reach the TikTok audience on Instagram.
Collaborate with Instagram influencers to co-create content tailored for both platforms.
Focus on creating high-quality content that provides value for both TikTok and Instagram audiences. Avoid simply reposting the same content.
Leverage both platforms to cross-promote and maximize reach. But cater content specifically for each platform.
Conclusion
In summary, the Instagram button was removed from TikTok in 2020 after tensions rose between the two platforms. Instagram likely wanted to reduce traffic to its competitor, while TikTok wanted to keep users within its app. While frustrating for creators and users who enjoyed cross-posting, both apps had reasonable motivations behind removing the integration.
There are still workarounds for sharing TikTok videos to Instagram, like downloading and re-uploading or posting screenshots. However, the process is now more convoluted. It’s unlikely that official Instagram integration will return to TikTok anytime soon given the competitive relationship between the platforms. Users will need to adapt and find new ways to share content across apps.
Despite the lack of interoperability, both TikTok and Instagram remain popular with different strengths. Creators can still leverage both platforms to reach different audiences. With some clever adaptations, TikTok fans can continue enjoying their favorite videos on Instagram as well.
