One of the biggest social media companies is Instagram, and it's always fighting to keep up with the rest of the pack. Recently, rumors have circulated that Instagram will spin off its short video capability, Reels, into its app. This follows speculation about the future of TikTok, another similar Reels app by Chinese company ByteDance, in the US.
The CEO of social media platform Instagram, Adam Mosseri, recently presented this concept to his staff, reports The Information. Let us explore this possible Instagram decision, how it will benefit users, and how it will shape social media.
What Are Reels and Why is Everyone Obsessed with It?
For the unaware, Reels is Instagram's version of TikTok. It is a feature in which an individual can produce short video clips, exactly 90 seconds long, and share them with their friends or even out in public. The type of videos that an individual produces tends to typically be funny, artistic, or just plain entertaining and helps individuals use their creativity within a frame of time.
Reels took off once TikTok had started gaining pace. Instagram did not want to let its community opt for a third-party program for its functionality, so it added Reels so that if users desired bite-sized, shareable videos, they simply stuck with Instagram. Ever since Instagram launched Reels, it has become the site's largest sensation.
Today, Instagram has been pondering the possibility of breaking away with Reels as a standalone application. By doing this, Instagram can start head-on and more aggressive competition with TikTok.
Why Is Instagram Thinking That?
Instagram is probably turning Reels into a standalone app for various reasons. A primary restriction preventing businesses from embracing TikTok originates from their doubtful feelings about the platform. The parent company ByteDance has its headquarters in China making the U.S. government fear that TikTok operates as a Chinese spy service and interferes in political matters on behalf of the Chinese government.
Public officials have considered banning TikTok from the US and forcing its American acquisition because of these issues.
If TikTok were to be shut down or limited, Instagram would finally be in a position to capitalize on its chance to penetrate TikTok's enthusiasts, i.e., individuals who like to record short videos.
The second probable reason is that Instagram wants to keep on mainstreaming Reels. If it already owns it as its independent app, Instagram can engage even more viewers to watch and create short-form videos. It would be like how TikTok is only dedicated to hosting short-form content videos.
Instagram's History of Pushing Back Against TikTok
Instagram has never waited to catch up with the latest social media trends. It never fell behind for even a moment when TikTok began trending; it launched Reels to fill the gap. This is not the beginning of the era when Instagram attempted to fight TikTok. Instagram tried to challenge TikTok through its Lasso app release in 2018 before discontinuing it in 2020. The Lasso application from Instagram failed to succeed and Shut down entirely during 2020.
Instagram is taking a different path now. Rather than creating a new app, Instagram would incorporate Reels into its core, which is already extremely popular. As its separate app, Instagram can make it a strong challenger to TikTok, something that will be more attractive and original.
The TikTok Situation in America Continues to Develop
The future of TikTok in the US is not clear. Since China owns the app, the government has attempted to ban or restrict its use. The government is concerned that TikTok secretly tracks American citizens or supports political agendas.
TikTok currently has an estimated 170 million users in the U.S., and prohibiting the app would create tremendous ill will, particularly among those for whom it is entertainment or is regarded as an art form. TikTok has firmly believed it did not misbehave, but arguments persist regarding whether the app can continue in the U.S.
Because TikTok doesn't know what will happen to America, Instagram will recognize that Reels are growing enormously and being made as a source anew. If Reels were made into its app, viewers could seek it out if TikTok wasn't in America anymore.
What Would a Reels App Be Like?
If Reels is being cut off as a separate app, it might be like what Reels already are on Instagram. But because it would be another app, Instagram can implement some new features to make it more attractive.
The app would have short, funny clips. It would benefit the users if they could capture, edit, and upload the videos. Some extra editing tools and filters would also be there, which users can use to create and display various types of content. Apart from that, there might be a personalized page, say, TikTok's For You Page, where the users scroll through the videos according to the extent of their interest in the videos they engaged with or viewed.
Some of the top moments can include an upper-level video suggestion algorithm that helps users discover the videos they appreciate without searching for them. Instagram can also introduce features to help users collaborate more effectively and share videos among friends and fans.
Can Reels Compete Against TikTok?
If Reels is spun out as a standalone app, it will directly compete head-to-head with TikTok. Both are short-form video apps, and both are founded upon an artsy young user community that lives off the viral high.
TikTok is already far ahead, with millions of users worldwide. Users can find content on this platform to create content while simultaneously discovering musical, aesthetic, and conceptual discoveries. TikTok's algorithm system proves to be its most valuable asset because it suggests content tailored to user preferences based on recently viewed and engaged material.
The widespread popularity of Reels on Instagram represents merely the beginning of its ability to compete against TikTok. Instagram would need to do something extraordinary that TikTok has not.
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Conclusion
Instagram separating Reels into a distinct app would be social media history. With TikTok's fate in the US looking uncertain, Instagram might take the chance to work on an alternative and fresh app. Whether Reels is a separate app or not, one thing is sure: Instagram is eager to catch up with the social media times.
