An article claims that Meta, the parent company of Instagram is considering releasing a stand-alone app for its Reels short-form video content. It is anticipated that the social media network will make its debut in the short-form video app market with this alleged launch. It is mostly controlled by TikTok, a video-hosting service owned by ByteDance that made news lately for its planned ban. However, the decision was overturned, if temporarily, in the US.
The Information said that Adam Mosseri, the head of Instagram, informed the company’s employees about the project regarding a possible app for Reels. According to reports, it is code-named Project Ray and may display three-minute movies in addition to Instagram Reels. According to rumors, the stand-alone app would provide a scrolling experience that is vertically comparable to TikTok.
The action is part of the company’s strategy to improve user experience and engagement while taking advantage of TikTok’s uncertain future in the United States. Also according to the article, the goal of this is to enhance suggestions for both new and current users in the United States on the Meta-owned social networking site. The reports also says that the possible Instagram Reels offshoot is a component of an internal project known as Project Ray.
Instagram’s primary interface now consists of a variety of images, Reels, and Stories, but many claim that the platform has grown bloated and strayed from its initial emphasis on photo sharing.
According to the article, which cited an unidentified insider who overheard Instagram CEO Adam Mosseri discussing the strategy with staff, the effort intends to enhance content suggestions for both new and current users in the United States while also increasing support for three-minute films. Instagram could be able to showcase its other capabilities and provide short-form video content at a dedicated place with a new app called Instagram Reels.
Regarding these claims, Meta & Instagram has not officially confirmed these formal statements and plans, but the news comes as TikTok is being heavily criticized for breaking US laws that led to its original suspension in the US. It was only given a 75-day extension to continue operating on US soil, ending on April 5, even though the judgment was later overturned.
The anticipated intention to split off Instagram Reels coincides with ongoing criticism of TikTok’s U.S. presence.
In the past, the Biden administration expressed worries about national security threats, speculating that ByteDance, the parent firm of TikTok, located in China, may be gathering user data or altering content.
TikTok’s deadline to comply with a legislation mandating a sale or suspension was extended earlier this year by former US President Donald Trump.
The app can continue to be available in the US since its parent firm is reportedly in negotiations with the newly appointed Donald Trump administration, which allows a US-based business to acquire a sizable stake.
Additionally, he suggested a 50/50 joint venture between ByteDance and U.S. interests, albeit no specific proposal has been revealed. And with TikTok’s future in jeopardy, Meta sees a chance to solidify its place in the market for short-form videos.
Top influencers are apparently being paid by the firm to upload material just on Instagram Reels, and it has already been providing financial incentives to producers to promote Reels on other platforms like TikTok, Snapchat, and YouTube.
Meta has already tried to compete with TikTok by launching a specialized short-video platform, if it moves forward with a stand-alone Instagram Reels app.
Meta released Lasso, a rival app to TikTok, in 2018, however it was shut down two years later because of its lack of popularity.
Should this move be implemented, it would be Instagram’s second app released in 2025, after the business unveiled Edits, a video editing program meant to rival ByteDance’s CapCut editing tool last month, which enables users to alter their videos with even greater creativity and accuracy than the social media site now provides. This mobile video editing solution, which is currently only available on iOS, offers a variety of creative features, including the ability to shoot high-quality movies, a dedicated tab for drafts and films, and camera settings for dynamic range, resolution, and frame rate.
Given the success of Instagram Reels, Meta may gain greater traction in the short-video market with a stand-alone app. This would enable it to improve its recommendation system and draw in more artists and advertisers.
The possible separation of Reels into a distinct app might simplify the Instagram experience for users and free up the platform to concentrate on Stories and images.
But the action also shows that Meta is investing more in short-form video, making Instagram Reels a strong competitor to TikTok in the event of a sale or prohibition in the United States.
Industry observers will be closely monitoring if Instagram Reels can succeed as a stand-alone platform or encounter difficulties such to Lasso’s as Meta continues to investigate its approach.
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