1/ As an $FB shareholder and avid user of TikTok I've been closely following Reels since its US launch in August 2020. The product and the videos have been slowly improving over time but it's still nowhere as good as TikTok. So I decided two look at two hypothesis as to why:

2/ First, is Reels not able to attract the creators that I find entertaining?

Second, do they have the creators but the algorithm doesn't know how to surface the content to me?

For context, most of my TikTok usage is comedy but most of my Reels is animals and cute kids 😬
3/ This isn't suppose to be a highly scientific but I started skimming through videos I previously liked on TikTok and looked up the creator on IG. Here are insights from 26 of the larger creators representing 2.4B likes on TikTok.
4/ 50% of creators don't post on IG at all or rarely do. But more importantly, this 50% represented 74% of TikTok likes. This is driven by the fact that two large creators (yoleendadong and zlnccx1) with 941M likes, use IG as more of a fan page, not sharing content
5/ My general sense is that it's the combination of both hypothesis (only some creators are on IG and the algo isn't super sophisticated) that leads to a subpar experience on Reels. Maybe IG can fix this over time with scale, tech, and growing a new set of creators native to IG?

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A brief analysis and comparison of the CSS for Twitter's PWA vs Twitter's legacy desktop website. The difference is dramatic and I'll touch on some reasons why.

Legacy site *downloads* ~630 KB CSS per theme and writing direction.

6,769 rules
9,252 selectors
16.7k declarations
3,370 unique declarations
44 media queries
36 unique colors
50 unique background colors
46 unique font sizes
39 unique z-indices

https://t.co/qyl4Bt1i5x


PWA *incrementally generates* ~30 KB CSS that handles all themes and writing directions.

735 rules
740 selectors
757 declarations
730 unique declarations
0 media queries
11 unique colors
32 unique background colors
15 unique font sizes
7 unique z-indices

https://t.co/w7oNG5KUkJ


The legacy site's CSS is what happens when hundreds of people directly write CSS over many years. Specificity wars, redundancy, a house of cards that can't be fixed. The result is extremely inefficient and error-prone styling that punishes users and developers.

The PWA's CSS is generated on-demand by a JS framework that manages styles and outputs "atomic CSS". The framework can enforce strict constraints and perform optimisations, which is why the CSS is so much smaller and safer. Style conflicts and unbounded CSS growth are avoided.