Instagram appears to be looking to capitalize on TikTok‘s uncertainty in the U.S. Meta is reportedly entertaining the idea of making Reels its own app.
The Information received information from an anonymous source who overheard Instagram head Adam Mosseri floating the idea with staff earlier this week. According to the publication, the Reels app would be part of a Meta initiative code-named Project Ray, designed to help Instagram better compete with TikTok. The plan would include improving how Instagram content is recommended as well as bringing more three-minute long Reels videos to American users.
Currently TikTok still faces a ban, even though it was give a 75-day extension in January. The clock is ticking and Instagram has been gearing up for the uncertainty. During the short time that TikTok was removed from app stores, Instagram released a new app called Edits — basically their own version of CapCut, a video editing app owned by TikTok’s parent company ByteDance. At this time, it is uncertain if Reels would really be its own app, but Meta and Instagram are looking into ways to capitalize on TikTok’s imminent removal from the American app stores. At an attempt to move users from TikTok to Reels, Instagram is working on ways to draw in audiences with their content. Stay tuned for more information.
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