📱 Project Ray Unveiled
Meta is reportedly working on a separate app for Reels, Instagram’s short-form video feature. Anonymous sources say the project, called Project Ray, is designed to improve recommendations and attract new users, especially in the US. The app may allow videos up to three minutes long. This move comes as Meta seeks to capitalize on TikTok’s uncertain position in the US market.
🎯 Targeting TikTok Users
TikTok dominates short-form video, but Meta sees an opportunity. With regulatory challenges in the US, Meta hopes a standalone Reels app can attract creators and viewers. By offering a focused space for videos, the app could refine discovery and engagement. Meta also wants to separate Reels from Instagram’s mixed-content feed, which some users find cluttered.
🛠️ More Video Tools
Meta is also pushing its video editing game. It recently launched Edits, a video editing app competing with CapCut, owned by TikTok’s parent ByteDance. The company’s focus on short-form content suggests a bigger video push. With more creators demanding better tools, Meta is positioning itself as a stronger player in the video space.
🚀 The Bigger Strategy
Meta’s video-first approach signals a broader shift. By pulling Reels into its own app, it can refine user experience and strengthen monetization. If successful, it could capture more ad dollars and creator loyalty. But without official confirmation from Meta, the timeline remains uncertain. One thing is clear—Meta is all-in on video.
Will a standalone Reels app challenge TikTok’s dominance?
