Instagram can rotate on the reels as a self -app, says Report

Instagram may consider rotating the function of the reels in self -use.

It is reported that the head of the company Adam Mosry has heard the idea with employees as part of a broader strategy for better competition with Tiktok, according to InformationS

The report states that this move is part of the internal initiative of Meta Company Meta, called Project Ray, aimed at absorbing the wild -popular Tiktok. Project Ray also focuses on improving algorithms behind content recommendations and improving the maintenance of longer reels, the report said.

The news follows the recent startup of Instagram of EditsVideo editing application strikingly similar to Tiktok Bytedance owner on the Capcut platform. Instagram has been reported to have tried to lure the creators of Tiktok on its platform with cash bonuses between $ 10,000 and $ 50,000.

Tiktok Legal Statute In the US, it remains in the air after the entry into force of a law that prohibits it if certain conditions are not met until mid -January. The Trump administration is currently not applying the ban and after a short interruption Tiktok continues to work for US users.

Meta declined to comment on this story.

This will not be Instagram’s first Tiktok competitor. In 2018 the company started LassoAn app that allows users to create short-shape videos with music, lyrics and filters to please the younger audience. However, it closed two years later when the company focused its focus on reels.

According to Salt Brass, Assistant Professor of Research at the NYU Social Media and Policy Center, this move may appeal to some users who may just want to watch reels rather than visit Instagram or Facebook to access them. Previously, the mess was an employee of several technology companies, including Meta and X.

“Whether it comes to META depends on how it affects the recommended system that underlies the reels,” he told CNET. “Many complain that it is not as good as Tiktok. Creating a separate application can reflect a broader effort to prioritize the reels in the company, which may be indicative of investing more in the drum recommendation system.”

At the same time, he said, Meta probably wants to see a return on his significant investments in generative AI and the launch of a separate application can encourage more rational cooperation in the GEN AI team.

Still, Messing said, “It’s hard to see this move as unrelated to Tictoc’s recent legal drama.”