Adam Mosseri, the head of Instagram, isn’t thrilled with the platform’s TikTok competitor Reels. 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 do.
“I think we have to get better at building more powerful and creative tools that aren’t necessarily a meme or a sort of moment in a package, but give people who are more creative than us and make content for a living the ability to make something that’s going to pop,” Mosseri says.

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