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Meta’s New Strategy to Compete with TikTok
Instagram is reportedly exploring the possibility of launching Reels as a standalone app, a move that could intensify its rivalry with TikTok, especially as the future of the Chinese-owned platform remains uncertain in the U.S.
According to a report by The Information, Instagram head Adam Mosseri discussed the potential move with employees this week. Meta, Instagram’s parent company, has not yet responded to media requests for comment.
TikTok’s Future in the U.S. in Limbo
The discussion about a separate Reels app comes at a time when TikTok is facing increased scrutiny from U.S. regulators. The Biden administration has raised concerns that the platform, which has 170 million U.S. users, could be exploited by China for surveillance and political influence.
Earlier this year, former President Donald Trump extended a deadline for TikTok’s parent company, ByteDance, to divest its U.S. operations or face a potential ban. He also suggested a 50-50 partnership between U.S. investors and ByteDance, though details remain unclear.
Critics of the proposed ban argue that blocking TikTok would violate free speech rights and limit competition in the social media landscape.
Meta’s Previous Attempts to Rival TikTok
This is not Meta’s first attempt to compete directly with TikTok. In 2018, the company launched a short-form video app called Lasso, but it failed to gain traction and was eventually shut down.
A standalone Reels app could provide Meta with an opportunity to further develop its short-form video ecosystem and capture TikTok’s user base if regulatory actions disrupt its operations in the U.S. However, whether users would embrace another video-sharing app remains to be seen.
Gill Bikram Singh