As TikTok’s future in the U.S. remains uncertain, Meta is planning to transform Reels into a standalone app to expand its market share.
According to a report by The Information, Instagram head Adam Mosseri recently pointed out in an internal meeting that Meta is considering making Reels operate independently. This application will fall under Meta’s “Project Ray”, aimed at enhancing the competitiveness between Instagram and TikTok. This plan will not only optimize Instagram’s content recommendation system but also provide U.S. users with a richer selection of three-minute long videos.
Currently, TikTok is still facing the risk of being banned in the United States. Although it received a 75-day grace period in January this year, the countdown to a potential ban continues. In light of this challenge, Instagram is strategically positioning itself by quickly launching a mobile video editing app called Edits during TikTok’s temporary removal period to enhance user experience.
As for whether Reels can truly become an independent app, Meta is still in the evaluation process. But one thing’s for sure—Instagram is actively looking for ways to entice more users to switch from TikTok to Reels. Stay tuned for more updates on this matter.
