Amid growing uncertainty over the future of Chinese-owned TikTok in the US, Instagram is reportedly exploring the idea of launching a separate app dedicated solely to its short-form video feature, Reels. Sources familiar with the matter revealed that Instagram’s CEO Adam Mosseri mentioned the potential spin-off to staff earlier this week, as the platform seeks to capitalize on the continued popularity of short-form video content.
This move would mark a strategic pivot for Instagram, which has long integrated Reels directly into its main app. By creating a standalone Reels app, Meta may be aiming to offer a more focused and competitive product that can directly challenge TikTok’s format. The decision comes at a time when TikTok’s future in the US remains uncertain, following a 75-day extension granted by former President Donald Trump to comply with new regulations proposed under President Biden’s administration.
The idea of launching a separate short-form video app is not entirely new for Meta; the company previously attempted to compete with TikTok by launching Lasso in 2018, though that venture was ultimately short-lived.
As the landscape for social media continues to evolve, a dedicated Reels app could allow Instagram to innovate further and capture additional market share in the highly competitive space of short-form video content. However, whether this move will provide a sufficient edge over TikTok remains to be seen.
