Four years after the release of the information, Meta is reportedly considering spin-off the Instagram reel into its own standalone app. The report said Instagram head Adam Mosseri discussed the project, Codename Project Ray, with staff, citing an anonymous source.
The move remains uncertain about Tiktok’s future in the US, and the potential regulatory measures looming on China-owned platforms.
Instagram head Adam Mosseri is said to have discussed project rays with employees this week. The plan is to improve video recommendations for both new and existing US users, focusing on three-minute videos.
“Instagram is considering launching a standalone app for reels. According to information reported, when it comes to the company’s most aggressive move to date, this will take on Tiktok.
Instagram’s parent company Meta has not responded to requests for comment.
Strategic play as a Tiktok faces uncertainty
In Washington, concerns have risen over Tiktok’s ownership. In January, former President Donald Trump granted the platform a 75-day extension to comply with the law originally signed by President Joe Biden, demanding that Tiktok’s U.S. business be sold or face a ban. Trump later proposed a 50-50 partnership between the US and Baitedan, but did not elaborate on how it would work.
The Biden administration argues that Tiktok, which has 170 million US users, could be exploited by the Chinese government due to surveillance and political influence. Opponents of the prohibition argue that such cases would violate the right to free speech and set dangerous precedents.
Meta’s short video push
Meta previously experimented with Tiktok competitors. In 2018, they launched Lasso, a standalone app aimed at capturing Tiktok audiences. The app was unable to gain traction and was later shut down. This time, Meta’s approach appears to be different. Rather than building something from scratch, we’re looking at spinoffs of reels, a feature that’s already integrated into Instagram.
While Instagram’s current format combines photos, videos and stories, many users criticize the app for being messy. A dedicated reel app helps streamline your Instagram experience and provides a focused tool to compete with Tiktok.
The whole picture
Meta is actively seeking creators, providing financial incentives for exclusive reel content and encouraging influencers to promote Instagram on competing platforms such as Tiktok, Snapchat, and YouTube.
If the Reels app is launched, it is still shown in Meta’s most serious attempt to challenge Tiktok. This is a moment when Tiktok’s future in the US is uncertain.
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