Meta is reportedly working on a standalone Instagram Reels app, a strategic move that could reshape the short-form video landscape and take on TikTok directly. With TikTok’s uncertain future in the U.S., Meta is looking to strengthen its foothold in the market by offering users a dedicated space for Reels.
Why a Separate Instagram Reels App?
Instagram’s Reels feature has grown significantly since its launch in 2020, but it remains part of a larger app that also houses Stories, photos, and longer videos. By launching an independent Instagram Reels app, Meta could offer a more immersive experience tailored specifically for short-form video content, much like TikTok.
According to reports, this initiative—internally called Project Ray—would also introduce longer Reels, extending the maximum duration to three minutes. The goal? Keep users engaged longer and provide creators with a direct competitor to TikTok’s format.
Meta’s History of TikTok Rivals
This isn’t the first time Meta has tried to counter TikTok’s dominance. Back in 2018, the company launched Lasso, a short-form video app that failed to gain traction and was eventually shut down in 2020. More recently, Instagram introduced “Edits,” a video-editing tool aimed at replacing TikTok’s CapCut, signaling Meta’s aggressive push into the video market.
Now, with a standalone Instagram Reels app, the company is doubling down on its short-form video ambitions, learning from past mistakes and refining its strategy.
What This Means for Creators and Users
A separate Instagram Reels app could streamline the user experience, making Reels easier to discover and engage with. For content creators, it might mean new monetization opportunities and better visibility, especially as Meta continues to offer financial incentives—ranging from $10,000 to $50,000 per month—to attract top talent.
Meanwhile, TikTok’s uncertain regulatory status in the U.S. presents a golden opportunity for Instagram. With nearly 170 million American users, TikTok is under pressure due to national security concerns, with a potential ban still looming. If that happens, Instagram will be well-positioned to capture a significant portion of displaced users.
Will the Instagram Reels App Succeed?
Industry experts believe that a dedicated Reels platform could help Instagram carve out a stronger identity in the short-form video space. However, the challenge will be in convincing users to switch over—especially when many are already deeply embedded in TikTok’s ecosystem.
If executed well, the new Instagram Reels app could be Meta’s best shot at reclaiming dominance in the short-form video space. But whether it can truly dethrone TikTok remains to be seen.