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TikTok ban in US could get Instagram actively trying to push Reels as a separate platform to attract more users.
Reels having a separate app could push TikTok during these uncertain times. (Photo: AI generated)
Instagram could finally make Reels a full-fledged app as it looks to benefit from its rival TikTok’s uncertain situation in the United States. The platform has offered Reels as a tab for many years but a report this week highlights its change in strategy that seems to have been discussed internally by Adam Mosseri and his team.
Reels going standalone has been mentioned by The Information in its report, quoted people who were part of the internal meetings with Mosseri. The update comes at a time when TikTok is struggling to keep its operations running in the US, where President Donald Trump wants the platform to become an entity owned by a local giant like Microsoft or even Elon Musk.
Not The First Rodeo
Instagram has seen Reels succeed in markets like India, where also TikTok is banned. YouTube Shorts is another option for people and it continues to be served through the main app. So, why is Instagram looking to take Reels on its own? There could be two ways to look at this possible decision, one is the demise of TikTok in the US and other countries, and tap into the demand for a similar platform with more tools.
More importantly, having a Reels app allows Meta to expand its resources and not combine the tools between these two platforms that serve a different kind of audience. Having said that, the company has already tried this formula with the Lasso app for video sharing in 2018 which did not prove to be the TikTok rival it thought while making that call.
Meta has a wide array of apps in its family, and the prospect of having Reels along with WhatsApp, Instagram and Facebook could be an intriguing set of products for the long term health and profits of the main business.
We still don’t have any official news on this big change for Reels but knowing Instagram we might see that happen in the next few weeks or months.
- Location :
United Kingdom (UK)
