Instagram is reportedly considering launching a separate application for its short-form video feature, Reels. This strategic move aims to directly compete with TikTok and capture a larger share of the video-scrolling market.
According to The Information, Instagram's chief Adam Mosseri informed staff of this consideration, indicating a desire to provide a similar dedicated video experience. This initiative seeks to capitalize on TikTok's uncertain status in the United States.
A standalone Reels app could enhance user engagement and provide new monetization opportunities for Meta. This product strategy reflects Meta's aggressive efforts to maintain and grow its presence in the highly competitive short-form video landscape.
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