Analysis of User Experience on Short Video Services: Instagram Reels and Tiktok Comparison

Rapid development of internet and technologies has contributed much to the quality of human's daily life. One of the breakthrough innovations is the implementation of the video streaming platform distributed over internet. With the resurgence of online video streaming platform, sharing video has never been easier. Therefore, users can easily share, comment, and like other video that different users uploaded. Brand awareness and customer trust could be significantly enhanced by means of short form videos as elements of online user experiences. Nowadays, there are many short form video streaming platforms on the internet like Instagram Reels and TikTok. This paper discusses the importance of user experience on Instagram Reels and TikTok. Every application needs to have some uniqueness so they can stand out and keep retention of their users. The User Experience Honeycomb was utilized in the form of quantitative research as a factor the user experience influencing on the user satisfaction. The major factors effecting user satisfaction were identified to help Instagram Reels and TikTok improve their user experience.