Instagram may launch separate Reels app for users soon. This app can help Meta compete with TikTok directly. The idea is to give Reels its own platform.
Instagram head Adam Mosseri discussed this idea with staff. Many believe it’s part of Meta’s bigger video plan.
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Instagram May Launch Separate Reels App: What’s Happening?
Meta is working on a project named “Project Ray.” The goal is to improve Instagram’s short video features. As part of this, a new Reels app is in talks. This app will show short videos just like TikTok. Users can scroll and watch videos in full screen.
Adam Mosseri recently talked about this new plan. He shared his thoughts in an internal staff meeting. Sources say the app will focus only on Reels content. It may not show regular Instagram posts or stories. The app could bring three-minute-long Reels to users. This gives space for better and longer content.
Meta tried something similar before with an app called Lasso. It was also a TikTok-style app launched in 2018. But Lasso failed and was shut down in 2020. Meta then focused fully on Reels inside Instagram. Now, with TikTok facing issues, the company sees a new chance.
Why Is Meta Doing This Now?
TikTok has around 170 million users in the US. But it may face a ban due to privacy concerns. The US government has already given TikTok a 75-day warning. During its temporary ban, Instagram pushed more video tools.
Meta also launched “Edits,” a tool like TikTok’s CapCut. They even offered creators cash to leave TikTok. With TikTok struggling, Meta wants to take its place. A new Reels app could pull in more young users.
Instagram Reels is already a hit on its main app. Reels are the fastest-growing content on Instagram and Facebook. They get over 200 billion daily views. Many users now prefer sharing Reels over posts.
Also, Meta’s AI now suggests more videos in feeds. Over 50% of Instagram content is now AI-suggested. These videos are not always from people you follow. This means people enjoy fresh content daily.
A separate app can make this experience even better. Users will see only Reels in one simple platform. This could lead to longer screen time and more engagement.
Is It a Risk for Instagram?
Yes, there are some big risks involved here. Moving Reels to a new app may hurt Instagram. Many people open Instagram mainly to watch Reels. If Reels go away, users might stop using Instagram.
Mosseri even said users now post less to feeds. Most content now goes to stories or private messages. If Meta takes Reels out, it may lose users. There’s also a fear of dividing the Instagram audience.
Even if 700 million people use the new app, Instagram could become less active. People might not use both apps daily. Meta must plan carefully before taking this big step.
Experts believe Meta won’t launch the app everywhere. They may test it in markets where TikTok is banned. They may also try in places where Instagram is weak. This way, the risk stays low but rewards can be high.
Instagram may launch separate Reels app to beat TikTok. Meta wants to create a strong short-video platform. But moving Reels out of Instagram is risky. If done right, it could bring great results. For now, the idea is under discussion. We will know soon what Meta finally decides to do.
