Jakarta, Indonesia Sentinel — Instagram is reportedly exploring the possibility of making Reels, its short-form video feature, a separate application. This could possibly be Meta’s attempt to compete with TikTok amid its uncertainty in the United States.
According to The Information on Thursday (February 27, 2025), Instagram chief Adam Mosseri has shared this plan with company employees. The move aims to offer a scrolling video experience similar to video-sharing app TikTok.
However, this is not the first time Meta has attempted to compete with TikTok. In 2018, Instagram launched Lasso, a short-video app that failed to gain traction and was eventually getting shut down by Meta.
However, considering Meta’s reels feature on Instagram has already gain popularizations among social media users, the outcomes could possibly different.
Creating Similar Feature to Competitor
Meta has a history of creating competitors’ features to lure users into its ecosystem. In January, Meta introduced Edits, a video-editing app resembling ByteDance’s CapCut.
The company has also employed similar tactics in its rivalry with Twitter, now known as X. Instagram has launched ‘Threads’ as a direct competitor to X, allowing existing Instagram users to create an account seamlessly.
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Enhancing Feature
Besides from creating new feature, Meta also enhancing its already available feature to boost users experience, especially on Instagram. Instagram has recently expanded its direct messaging (DM) capabilities, adding new features to enhance user experience and compete with services like Apple’s iMessage.
One key update includes an AI-powered translation tool that supports 99 languages. Users can now also share their favorite music in group chats or private messages.
Another new feature allows users to schedule messages up to 29 days in advance by holding down the send button. Additionally, Instagram has introduced QR code invitations for group chats.
Meta has been steadily updating Instagram with new features, and the potential spin-off of Reels could be part of a broader strategy to attract social media users in the U.S., particularly amid ongoing uncertainty over TikTok’s future in the country.
(Raidi/Agung)
