As TikTok’s future remains in limbo, Instagram is reportedly amplifying its rivalry with the app. According to The Information, Instagram head Adam Mosseri told staff that the company was considering launching Reels as a separate app.
In theory, this app would work like TikTok and feature a scrolling/swipe-up mechanism. Instagram has made several attempts to topple TikTok, most notably when it paid TikTokers to post exclusively on Reels. But according to The Information’s source, the app isn’t stopping there.
Per the report, Instagram’s attempted usurping of TikTok is nicknamed “Project Ray.” As part of this initiative, Instagram is attempting to improve viewer recommendations and circulate more three-minute videos.
What About TikTok?
As for TikTok, the future of the app remains uncertain. The ban originally came into play on Jan. 19, with the app going “dark,” in response.
The next day, Donald Trump’s executive order granted TikTok a 75-day extension, and the app returned. We’re now around halfway through this extension, and there have been no new reports on any promising deals on the table.
Given that Reels is mostly reposted TikToks, Project Ray might end up coming to fruition after all. Especially if TikTok’s 170 million US users end up experiencing withdrawal.
