Media Reports: Is Instagram preparing a TikTok competitor?
Amid the ongoing uncertainty over a potential TikTok ban in the US, reports have emerged that Meta's Instagram is preparing to launch a short-form video competitor focused on the app's Reels function.
The Information (paywall) reports that Instagram chief Adam Mosseri told staff this week about the initiative, called 'Project Ray,' which will focus on distributing three-minute-long videos.
Instagram did not respond to the reports.
Why it matters: While the TikTok ban in the US was quickly reversed, uncertainty remains about the app's future in the States.
Meta has long moved to copy functions of Byte Dance's TikTok and an attempt to replicate TikTok's core functions would likely draw a significant audience.
What has the reaction been: Social Media today argues the move could be risky for Instagram and might undermine their existing app.
Other media have been more positive about the move and noted that Meta is already looking to challenge TikTok's CapCut editing app with Edits.
