What TikToker Dulma’s Success Says About Instagram and Videos

Dulma Altan has attracted 100,000 followers on her TikTok account (@iamdulma) by fashioning an online “business school for women” with videos on how creators make VC investments, how to measure brand success and which influencer brands are retreating. But Altan, who founded online fragrance store Potion, would be happy to post more on rival app Instagram, where her social circle still hangs out. 

“I’m 30, so I’m a Millennial,” she said. “A lot of my friends still don’t have TikTok and they want to see my content.” 

To cross-post more of her TikTok videos onto Instagram, however, the video app would need to make some changes to its Reels feature, its TikTok alternative. Instagram allows a creator to record and edit up to a 90-second long Reel, while TikTok allows creators to edit and post videos of up to 10 minutes. (Creators can post longer videos on Instagram that are displayed as Reels, but cannot create them through the Reels feature that has editing functions like a dual camera).