According to The Verge , in the context of TikTok's uncertain future in the US market, Instagram is said to be hatching a bold plan to turn the Reels feature into a standalone application.
Will Instagram operate independently of Reels?
According to The Information , Instagram CEO Adam Mosseri has discussed the project of separating Reels with employees. The move is said to be part of Meta's 'Project Ray', which aims to increase Instagram's competitiveness against rival TikTok.
Instagram May Soon Be Separated From Reels
Splitting Reels into its own app shows Meta's ambition to capture the growing short-form video market. A standalone app would allow Instagram to focus on the user experience, similar to how TikTok has succeeded.
This isn’t Meta’s first attempt at this model, however. The company launched short-form video app Lasso in 2018, but shut it down in 2020 to focus on Reels. The lessons from Lasso show that competing with TikTok isn’t easy.
In addition to splitting the app, Project Ray also has plans to improve its content recommendation algorithm and expand the video length on Reels to up to 3 minutes in the US. This shows that Instagram is making every effort to attract and retain users.
This could be seen as a golden opportunity for Instagram. With 170 million users in the US, TikTok is still facing the risk of being banned. Instagram is said to have taken advantage of this situation to 'lure' content creators from TikTok with bonuses and launched Edits, a video editing tool similar to ByteDance's CapCut.
It’s unclear at this point whether Reels will remain integrated into the main Instagram app if a standalone app is launched. However, the split suggests that Meta is betting big on Reels’ future in the fierce short-form video wars.
Source: https://thanhnien.vn/instagram-tach-khoi-reels-de-canh-tranh-truc-tiep-voi-tiktok-185250228175926953.htm
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