At the end of 2018, Facebook launched a short format video sharing Lasso application on Android and iOS. It revolves around the creation and sharing of videos of fifteen seconds wanted fun, with editing possibilities, effects, filters and the support of a music library.
Yes… it was obviously a response to the TikTok phenomenon with its short viral videos which had just merged with Musical.ly at the time. And no … Lasso’s adventure will go no further.
On July 10, the Lasso application closes. According to figures from Sensor Tower cited by CNBC, Lasso has obtained more than 10 million downloads from the App Store and Google Play. By comparison, TikTok has exceeded 2 billion downloads.
It must also be said that the geographic availability of Lasso was reduced. First in the United States, then later in a handful of countries in Latin America. ” We thank all the Lasso users who shared their creativity and their comments, which we will seek to integrate into our other video experiences. “said a Facebook spokesperson.
Maybe in Reels for Instagram? Last month, Facebook extended the test of these videos of a maximum duration of 15 seconds to France and Germany, after an introduction in Brazil at the end of 2019. This time this is a feature integrated into Instagram, which will then be able to benefit more easily from its large audience.
Without doubt a better bet than with Lasso as a standalone application. It seems very clear that Facebook – like others – does not capitulate and seeks to surf the popularity of TikTok with young users.