Instagram Reels May Be Acquiring A Dedicated Application

Instagram seems to be aiming to exploit TikTok's instability in the United States. Meta is allegedly considering the development of Reels as a standalone application.

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The Information obtained details from an unidentified person who eavesdropped on Instagram president Adam Mosseri discussing the concept with staff earlier this week. The report states that the Reels app is part of a Meta program referred to as Project Ray, aimed to enhancing Instagram's competitiveness against TikTok. The strategy include enhancing the recommendation system for Instagram content and increasing the availability of three-minute Reels videos for American users.

TikTok currently remains subject to a ban, after receiving a 75-day extension in January. Time is passing, and Instagram has been preparing for the unpredictability. While TikTok was temporarily unavailable in app stores, Instagram launched a new application named Edits, essentially its own iteration of CapCut, a video editing application owned by TikTok's parent company, ByteDance. Currently, it remains ambiguous if Reels will function as an independent application; nonetheless, Meta and Instagram are exploring strategies to use TikTok's potential withdrawal from American app stores. In an effort to transition consumers from TikTok to Reels, Instagram is devising strategies to attract audiences with their content. Remain attentive for additional details.