Meta’s Instagram is exploring a potential dedicated application for its Reels feature, according to recent information shared by Instagram head Adam Mosseri during an internal meeting this week. This development was disclosed by a source familiar with the conversation, as reported by The Information.
The Facebook parent company appears to be strategically timing this initiative to capitalize on TikTok’s precarious position within the American market, with aims to deliver a comparable vertical video browsing experience. Meta has not yet provided an official response when contacted for verification.
Earlier this year in January, Meta unveiled Edits, a new video modification platform that seems designed to challenge CapCut, the popular editing software developed by ByteDance, TikTok’s parent organization.
This isn’t Meta’s first attempt to create a standalone short-form video platform. In 2018, the company introduced Lasso specifically to rival TikTok, but the application failed to attract significant user engagement and was eventually discontinued.
