Meta Adds App Clip Feature For Instagram Reels

hand holding smartphone with instagram symbol on the screen
Ink Drop/Shutterstock Nopparat Khokthong/Shutterstock Remix by Caterina Cox

Meta has made no secret of the fact that it wants Instagram Reels to be a full-blown TikTok competitor. And now, it’s one step closer to that end since it’s been confirmed to be testing App Clips. 

Originally released in 2021 as part of iOS 14, App Clip is described by Apple as “a small part of your app that’s discoverable at the moment it’s needed.” It essentially lets you access the app’s native interface without the need for downloading. So, for instance, you can click on a TikTok link and watch the clip in a limited, streamlined version of the app instead of in a separate browser window.

The news first broke after a screenshot of the feature inside Instagram’s beta version of the app was leaked onto X, with Meta later confirming the validity of the screenshots in a statement to The Information.

“We’re always working on ways to improve the Instagram Reels experience, and are now testing a way for people who might not be on the app yet to preview Reels,” an Instagram spokesperson said.

Recent data shows that users spend 17.6 million hours a day watching Reels. While this might seem like a lot, it’s actually ten times less than TikTok, with users spending 97.8 million hours per day watching clips on the app.

Presumably, with the addition of App Clip, Meta is hoping to try and close the gap. But they certainly have a long way to go.

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