The Facebook group Meta is sharpening its focus on the video app TikTok as a key competitor. The in-house TikTok copy Reels will be launched worldwide on Facebook, as CEO Mark Zuckerberg announced yesterday.
Reels have been available in the Instagram photo and video app, which belongs to the group, since summer 2020. Facebook is also rolling out new features to make creating Reels videos easier.
TikTok’s trademark is short videos in smartphone app suggested by software. The algorithm is good at responding to the interests of the user and depends, among other things, on how long a video is watched before scrolling to the next.
Facebook had barely grown in the past quarter, and company founder Zuckerberg specifically referred to competition from TikTok. The video app belongs to the Chinese group ByteDance, making it the only globally successful social media app that does not come from the USA.
