It was an opportunity too good for Meta to ignore: On January 19, TikTok, one of its biggest social media rivals, was set to go dark across the United States when a new national security law went into effect. In the days and weeks before the ban, as millions of Americans were scrambling to find a suitable alternative to TikTok, Meta found ways to promote Instagram and Facebook as the answer. The tech giant made a flurry of design tweaks, rolled out new features, and ran advertisements that all positioned its platforms—and especially its video product, Reels—as direct competitors to TikTok.
Instagram has scaled
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