Instagram vs. TikTok: It’s the showdown shaking up social media, and it’s only widening the gap between Millennials and Gen Z. Hoping to close that divide, Instagram has rolled out a new “motion system” across its platform, aiming to give the app a more natural, human touch.
Once upon a time, Instagram was a top pick for artists and designers—but as trends shift, younger users are clearly craving more unpolished, candid video content. The new motion system does give Instagram a more tailored, unique vibe, but I’m skeptical: Is this change big enough to grab Gen Z’s attention?
Developed by Studio Dumbar/Dept in collaboration with Instagram’s in-house design team, the expanded brand identity was built to be a “flexible, balanced motion system that works across both marketing and the app itself,” per a Studio Dumbar/Dept press release. The goal? To boost how users tell stories visually on Instagram and bring a more dynamic energy to the brand’s marketing.
The motions themselves mimic organic camera work—think the slight shakiness of a hand-held video or other small, human-caused imperfections. Some moving elements even echo the swiping and scrolling users do every day, a subtle nod to Instagram’s interface. Studio Dumbar/Dept leaned into physics when crafting the system, too, giving it an interactive feel that’s both natural and fun.
Don’t get me wrong—I like the new motion design. But let’s be real: It feels like Instagram’s trying to lean into a more modern vibe, and that vibe is straight out of TikTok’s playbook. With TikTok facing potential bans in the U.S. and rumors swirling about a rival app in the works, it’s clear these social media giants are just chasing each other’s trends. Even so, this motion system refresh feels like too little, too late.
Sure, it copies TikTok’s casual energy—but Instagram has already cemented its identity as a polished, curated content platform. That’s not something you can just drop overnight. And it’s not like Instagram hasn’t tried to win over Gen Z before (remember Meta’s weird celebrity AI chatbots?). The problem is, Instagram still lacks the diversity and laid-back atmosphere that makes TikTok so appealing. For Gen Z, it’s simple: We don’t want fancy tools, over-the-top filters, or AI “friends.” We want authenticity—on demand, in short, dopamine-packed videos. This new motion design? It doesn’t deliver that.
