In its race against TikTok, Facebook trades Lasso for Reels

by bold-lichterman

Facebook announces the end of its Lasso application for July 10, 2020. Launched in late 2018, the application was intended to compete with TikTok, the Chinese giant of social networks very popular with young people who exceeded 2 billion downloads during the lockdown. However, Lasso was never ready to achieve the success of the Chinese social network and recorded less than 80,000 daily active users on Android as of June 1 in Mexico, its largest market, according to the analyst. App Annie and the media TechCrunch.

Like TikTok, Lasso made it possible to edit videos of ten seconds long by adding songs to them. Users could thus share their videos on their accounts, subscribe and comment on those of the community. The app was only available in Colombia, Mexico, United States, Argentina, Chile, Peru, Panama, Costa Rica, El Salvador, Ecuador and Uruguay.

Today, Facebook prefers to bet on Reels, the new feature of Instagram, to really overshadow TikTok in its market. Instagram first had Reels tested in Brazil and recently announced a new phase of testing in France and Germany to assess its effectiveness in the European market. Reels, which lets you edit 15-second videos by adding music and effects in the same way as TikTok, can be used in a private conversation as well as in Story. Users will be able to import music from another video or have access to Facebook’s collection of songs.

Unlike Lasso, Reels is starting with a significant advantage: he will benefit from Instagram’s active user base of over a billion members. Indeed, Reels is part of the photos application and will therefore be much more accessible.