Targeting TikTok, Meta’s Instagram may turn Reels into a separate app

Earlier this month, TikTok returned to the App and Google Play stores in the US after being temporarily banned. While it’s no secret that Instagram has been vying for the top social media stratum, Meta’s TikTok dethroning plans are entering a new phase.

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According to an anonymous source cited by The Information, Instagram is considering turning the Reels feature into a standalone video app to further capitalize on TikTok’s uncertain standing. Reportedly, Instagram head Adam Mosseri was overheard discussing these plans with staff under the codename Project Ray earlier this week. The project aims to promote more three-minute Reels videos and improve content recommendations for new and existing users. 

TikTok’s future in the US market remains uncertain following the 75-day extension President Donald Trump granted the Chinese-owned service in January. The service’s tenuous position sparked various incentives from social networking rivals to attract its 170 million US users.

Online publishing platform Substack — known for hosting independent writers and journalists — launched a $20 million Creator Accelerator Fund to attract TikTok influencers. Separately, Snapchat launched a new marketing campaign featuring trendy influencers known for posting on TikTok. 

However, TikTok’s biggest social media rival has taken an aggressive and multi-faceted approach to luring creators and their followers. Meta’s initiatives to date include everything from its Breakthrough Bonus program and cash bonuses, to introducing new features that mirror TikTok features — such as Edits, Instagram’s version of the CapCut video editing app owned by TikTok’s parent company, ByteDance. 

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It remains unclear if the Reels feature will continue to be available on Instagram if it becomes a separate app. As a photo-sharing app, Instagram has faced criticism for its increasingly cluttered user interface because of its emphasis on video content. Furthermore, this wouldn’t be Meta’s first attempt to launch a standalone video-sharing platform. In 2018, Meta released Lasso, a short-form video app that the company shuttered in 2020 to focus on Reels.