The challenge is that in the increasingly important fight for video dominance, Meta faces a heavyweight rival that is only getting stronger.
While Meta executives said Reels is now the company’s fastest-growing content format, ByteDance Ltd.’s TikTok is growing even faster. It was the most-downloaded app of 2021, and overtook Meta’s Instagram in popularity among coveted young users.
That makes a switch to Reels and away from TikTok a tough sell for a lot of advertisers and creators.
Meta’s Instagram Reels allows users to watch, create and share short videos.
Photo:
Meta
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