It seems like Instagram might be planning to profit from TikTok’s struggles in the U.S., as it considers spinning off its Reels feature into a standalone application, according to recent reports about Meta.
A confidential source reported that Adam Mosseri, the head of Instagram, discussed a potential project with his team earlier this week, which hints at the development of an initiative called Project Ray. This project, as suggested by the article, aims to enhance Instagram’s competition with TikTok, particularly focusing on the Reels app. The proposed strategy involves refining how content is recommended on Instagram and increasing the availability of longer three-minute Reels videos for American users.
Despite the 75-day extension granted in January, TikTok remains banned and time is running out. In anticipation of this uncertainty, Instagram has been preparing. While TikTok was temporarily removed from app stores, Instagram launched a new application called Edits, which can be seen as their own adaptation of CapCut, a video editing tool owned by ByteDance, the parent company of TikTok. It’s unclear whether Reels will become its own standalone app, but Meta and Instagram are exploring opportunities to benefit from TikTok’s impending removal from American app stores. In an effort to lure users away from TikTok, Instagram is working on enhancing the content offered in Reels. Keep an eye out for further updates.
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2025-02-28 08:26