Instagram May Launch Standalone Reels App to Compete With TikTok
Instagram is reportedly considering spinning off its short-form video feature, Reels, into a standalone app.
According to The Information, Meta, Instagram’s parent company, is exploring the idea to enhance user experience and engagement while capitalising on TikTok’s uncertain future in the United States.
Since its launch in 2020, Reels has been integrated into Instagram, helping the platform retain users in an increasingly competitive market. However, despite moderate success, Reels has struggled to match TikTok’s popularity and algorithmic precision.
A dedicated Reels app could provide a more focused short-video experience, similar to TikTok, and allow the feature to develop its own identity separate from Instagram’s broader ecosystem.
Meta has previously attempted to spin off features into standalone apps with mixed results. IGTV, launched in 2018, was later folded back into Instagram. Threads, Meta’s competitor to X, formerly known as Twitter, saw an initial surge in users but has struggled to maintain momentum.
The potential launch of a Reels app comes as TikTok continues to grow despite regulatory scrutiny and bans in some countries. With over a billion active users worldwide, TikTok’s algorithm has set the standard for social media engagement. Meanwhile, Instagram has faced criticism for its cluttered interface, with some users feeling it has strayed from its original purpose as a photo-sharing app.
A standalone Reels app could offer a streamlined experience with features such as a “For You” page, advanced editing tools, and seamless music integration. It could also create new opportunities for content creators, who have expressed concerns about Instagram’s monetisation policies.
Meta has not confirmed any plans to move forward with the standalone Reels app, and the project remains in the exploratory phase. If launched, it could mark a significant shift in the social media landscape, making short-form video a primary focus rather than just a feature.
Meta is considering launching a standalone Reels app to compete with TikTok.
Reels has been integrated into Instagram since 2020 but has struggled to match TikTok’s success.
A separate app could provide a more focused short-video experience and new opportunities for creators.
Source: FORBES
