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Instagram May Launch Separate Reels App To Take On TikTok — Report
Meta, the parent company of Instagram, is reportedly considering spinning off its short-form video feature, Reels, into a standalone app. This move aims to take on the dominant platform in this space, TikTok, which continues to grow at an astonishing pace with over a billion active users worldwide.
Reels has been integrated and embedded within Instagram since its launch in 2020, serving as both a feature and a lifeline for the platform as it sought to retain users in an increasingly competitive social media landscape. However, despite its moderate success, Reels has struggled to match TikTok’s cultural impact and algorithmic prowess.
By launching a dedicated app, Meta may be seeking to offer a more streamlined experience for users, potentially addressing some of the criticism faced by Instagram regarding its cluttered interface. This standalone app could also grant new opportunities for creators, who have long expressed discontent with Instagram’s opaque and controversial monetization policies.
The proposed Reels app would reportedly feature TikTok-like functionalities such as a “For You” page, advanced editing tools, and seamless integration with music libraries. These additions aim to mirror the experience offered by TikTok, which has become the gold standard for social media engagement.
While this move may signal a significant shift in Meta’s strategy, it is not without precedent. The company has attempted similar experiments in the past, such as IGTV, its standalone video app launched in 2018, and Threads, a failed attempt to create a Twitter competitor.
