Instagram is reportedly exploring the idea of turning its Reels feature into a standalone app. This move comes as TikTok’s future in the US remains uncertain, and Instagram aims to capitalise on the opportunity. Adam Mosseri, head of Instagram, was overheard discussing these plans with staff, according to an anonymous source shared by The Information.
Meta’s Project Ray initiative
This potential new app is part of a larger Meta initiative, Project Ray, which aims to strengthen Instagram’s ability to compete with TikTok. As part of the plan, Instagram intends to improve the way it recommends content to users and make more three-minute-long Reels available to those in the US. With TikTok facing potential challenges, including an ongoing ban discussion in the US, Instagram sees this as a way to bolster its position in the short-form video market.
TikTok’s challenges in the US
TikTok is still hugely popular, with around 170 million users in the US. However, it continues to face regulatory pressure, including a 75-day extension granted by President Donald Trump in January to address concerns about the app’s data security. Last month, during TikTok’s temporary removal from app stores, Instagram launched a new feature called Edits. This tool, which mirrors TikTok’s CapCut video editing app, was part of Instagram’s push to attract creators to its platform, offering cash bonuses as an incentive.
A potential shift for Instagram and Meta’s second attempt at TikTok competition
If Instagram launches Reels as a separate app, it could offer a more focused experience for users looking for short-form video content, much like TikTok’s curated scrolling feature. However, it is unclear whether Reels will still be part of Instagram’s main app or will exist solely in its new form. This would mark Meta’s second attempt to create a direct competitor to TikTok, following the 2018 release of the standalone app Lasso. Lasso was discontinued in 2020, and Meta shifted its focus to enhancing the Reels feature within Instagram.
Meta’s efforts to compete with TikTok are set to continue, with the potential for a Reels app offering a new way for users to engage with short-form video content.
