Instagram is reportedly exploring the possibility of launching Reels as a separate app, a move that could significantly shake up the short-form video market. According to a report by The Information, Instagram head Adam Mosseri recently informed staff about this potential development, indicating Meta’s ongoing ambition to dominate the space currently led by TikTok.
The move comes as TikTok’s future in the United States remains uncertain due to national security concerns. The Biden administration has pushed for the platform’s sale from its Chinese parent company, ByteDance, citing risks of espionage and political manipulation. With 170 million users in the U.S. alone, TikTok’s widespread influence has prompted regulators to consider stringent measures, including a potential ban.
Meta, Instagram’s parent company, has a history of trying to compete with TikTok. In 2018, it launched Lasso, a standalone app meant to rival the Chinese-owned platform. However, Lasso failed to gain traction and was shut down in 2020. Since then, Instagram has integrated Reels directly into its main app, making it a central feature to keep users engaged. But with TikTok’s uncertain fate, Meta appears to be considering a new strategygiving Reels its own dedicated space.
A standalone Reels app could position Meta to capture more of TikTok’s user base if the latter faces restrictions or a ban in the U.S. It would also allow for a more streamlined experience focused solely on short-form video content, potentially enhancing user engagement and advertising opportunities.
However, challenges remain. A separate app would require Instagram to convince users to migrate, something that has historically been difficult. Additionally, YouTube Shorts and Snapchat’s Spotlight are also competing for the same audience, making the short-form video landscape highly competitive.
While Meta has not officially confirmed the move, the reported discussions highlight the company’s ongoing efforts to capitalize on TikTok’s vulnerabilities. If launched, a standalone Reels app could reshape the social media landscape and intensify the battle for dominance in short-form video content.
As regulatory scrutiny on TikTok continues, it remains to be seen whether Instagram’s strategy will be successful. If the U.S. government takes further action against TikTok, Meta’s Reels app could be well-positioned to fill the gap left behind.
