Facebook’s ambitious attempt to woo Tiktok users is closing. The social media giant is reportedly shutting down its Tiktok clone ‘Lasso’ on 10 July next week.
Lasso users were alerted to the shutdown on Wednesday, as reported by TechCrunch. Facebook is now urging Lasso users to download the videos they want to keep, as they will no longer be available to access after 10 July.
For the uninitiated, Facebook launched Lasso in November 2018 to place a bid to attract TikTok audiences. The app was originally a TikTok clone with similar functionalities to small content that the company thought would find younger users attractive.
According to Censor Tower data, Lasso lived in select areas including Colombia, Mexico, the U.S., Argentina, Chile, Peru, Panama, Costa Rica, El Salvador, Ecuador and Uruguay. The app never made its way into India.
Facebook however is not giving up hope to completely mimic TikTok. The company is now focusing on the reels of Instagram. With the expansion of the reels to France and Germany last week, the company added dedicated sections for the reels to Instagram’s Explore and Profile.
Facebook’s decision to sunset is a clear indication of its big plans for Lasso to expand the reels to more areas. If scaled properly, Reels can capture scattered Tiktok crowds and creators in India, now this app has been banned in the country, at least for now.
In fact, TikTok’s ban in India has prompted many creators to shift to homegrown alternatives such as Miterone, Spark and Roposo. Since TikTok’s future remains uncertain in India, one would expect Facebook to use the status quo and expand the reels in India. However, we will have to wait and see what Facebook has planned for the reels.