The higher popularity of short videos generated the TikTok audience, and considering this, Meta introduced Instagram Reels, which is currently one of the craziest entertainment options in the world.
Meta Is Desperate To Split Reels From Instagram To Compete TikTok In The Global Market
Meta wants to encash this by creating a separate short video application, splitting it from Instagram, that can give competition to TikTok globally. Instagram head Adam Mosseri was overheard discussing the idea of making Reels a separate app with staff this week. The Project, named Project Ray, is working for this splitting decision to compete against TikTok.
Global Demand for Tiktok And Reels In Present Time
Around 2 billion people use TikTok globally, with an annual spending of 3.84 billion USD. In 2024, the app generated a revenue of 23 billion dollars, of which 6 billion dollars were from application purchases, which shows the global demand for TikTok despite its ban in some large populated countries like India.
Number of Instagram or Reels users is comparatively lower than TikTok, which is around 1.4 billion as of the data of 2024. The attraction of Reels is higher in Asian countries, including India. One in six Indians spends around 1.2 hours daily scrolling shorts and reels. This shows the entertainment value that reels provide people and makes the company consider giving a separate application for this.
Tiktok Temporary Shutdown In US Market Open Space For Reels
The faltering of TikTok in the US opens a future opportunity for Instagram's parent company to capture a larger market by introducing a short video app that will replace the Chinese parent company-owned application. However, there is no clarification on how present reel videos would feature on Instagram or if Meta will just remove them.
Instagram Reels is currently trying to attract the TikTok creators in the new application by offering lucrative features and filters. The idea of a standalone application could potentially replace dominance of other short video apps and give a new platform for reel lovers.
