Project Ray: Meta’s strategy to strengthen reels
The potential derivative of Instagram reels is reportedly part of the internal planning code naming project Ray.
The project aims to improve content recommendations for new and existing users in the U.S., while also expanding support for three-minute videos, citing an unnamed source who heard Instagram head Adam Mosseri discuss the program with employees.
Currently, Instagram’s main app has a mix of photos, reels and stories, but critics argue that the platform has become chaotic, deviating from its initial focus on photo sharing.
A separate Instagram Reels app can allow Instagram to highlight its other features while providing its own dedicated space. Meta has not yet made any official comments on the reports.
Instagram reels compete with Tiktok for an uncertain future
Rumors have claimed that the decision to leave the Instagram reel is because Tiktok’s presence in the United States is still under scrutiny.
The Biden administration has previously raised concerns about national security risks, suggesting that the Chinese-based parent company of Tiktok, the Barbarians, may be manipulating content or collecting user data.
Earlier this year, former U.S. President Donald Trump extended Tiktok deadlines to comply with laws requiring a sale or ban.
He also proposed to establish 50-50 joint ventures between U.S. stakeholders and Pybonds, although no specific plans have been announced.
With Tiktok’s fate hanging over, Meta sees an opportunity to strengthen its position in the short form video market.
The company has provided financial incentives to creators to promote Instagram reels on other platforms such as Tiktok, Snapchat and YouTube, and the company has reportedly paid top influencers to post content specifically on reels.
Meta-History of Meta-Video Applications
If Meta continues to use the standalone Instagram Reels app, it won’t be the first time the company is trying to challenge Tiktok with a dedicated Short-Video platform.
In 2018, Meta launched Tiktok rival Lasso, but the app failed to gain traction and was shut down two years later.
Recently, the company launched Erdits, a video editing app designed to compete with Capcut, an editing tool owned by BODEDANCE.
Given the existing popularity of Instagram Reels, a separate app can give Meta a stronger foothold in the short video space, allowing it to refine its suggestion algorithm and attract more advertisers and creators.
What does this mean for Instagram users
For Instagram users, assigning the potential of reels to a separate app simplifies the main Instagram experience, allowing the platform to refocus photos and stories.
However, the move also marks a growing investment in Meta in short form videos, positioning Instagram reels as a serious contender for Tiktok if bans or sales are implemented in the U.S.
As Meta continues to explore its strategy, industry observers will closely watch whether Instagram Reels will successfully thrive as an independent platform or a challenge similar to Lasso’s fate.
FAQ
Why does Instagr show sensitive content?
One possible explanation could be the shift in Instagram algorithms. Vocal media said the latest updates may inadvertently prioritize certain posts, resulting in a surge in violent and sensitive content.
What is an Instagram reel?
Instagram reels are short videos that users can produce, edit and share on the platform.
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