Instagram lead says he’s not happy with Reels yet and might ‘consolidate’ video formats

Instagram lead says he’s not happy with Reels yet and might ‘consolidate’ video formats


Image: Instagram

Adam Mosseri, the head of Instagram, isn’t thrilled with the platform’s TikTok competitor Reels. He discussed the format, which launched in the US in August, during an interview with The Verge’s Decoder podcast today.

“I’m not yet happy with it,” he says. “We’re growing both in terms of how much people are sharing and how much people are consuming, but we have a long way to go. And we have to be honest that TikTok is ahead.”

He went on to say the team is mostly focused on “table stakes” right now, and not honed in on how to differentiate itself. Specifically, he calls out TikTok’s innovative creative tools, like filters and effects that spur new video meme formats as something Instagram isn’t making on its own yet but needs to eventually…

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