Meta is considering spinning Instagram Reels into a separate video app, which has generated excitement and apprehension among creators and influencer marketers. Key issues include potential declines in Reels viewership and worries about transferring followers from Instagram to the new platform. Creators fear the move could complicate brand partnerships since Reels play a significant role in influencer marketing strategies. While Reels has seen year-over-year growth, concerns over a standalone app could result in decreased reach, impacting contracts and overall brand engagement with creators.
"I'm in a contract right now for a brand that's doing stuff across my YouTube, podcast and social channels. We would have to renegotiate, because Reels are part of that contract."
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