The move comes amid concerns that Meta’s own short-form video product, Reels, is failing to keep pace with its rival TikTok. The Wall Street Journal reported this week on an internal analysis in August that found user engagement with Reels had actually fallen over the past four weeks. (A spokeswoman said engagement is currently up overall.) The report also said users continue to prefer uploading TikToks to the platform over making native Reels despite the fact that Instagram is programmed to make TikToks harder to find.
