Meta is exploring the possibility of launching Instagram Reels as a standalone app, according to an anonymous source who overheard Instagram head Adam Mosseri discussing the project with staff.

The initiative, reportedly code-named Project Ray, aims to enhance content recommendations for both new and existing US users, with a focus on three-minute videos. This move comes as Instagram's current feed has become increasingly crowded with photos, Reels, and Stories.

This development follows Meta's recent launch of Edits, a video editing app designed to compete with ByteDance's CapCut. The company has been actively working to strengthen its position in the short-form video market, offering significant financial incentives ($10,000 to $50,000) to creators for Reels exclusivity.

Meta previously attempted to compete with TikTok through Lasso in 2018, but the standalone app was discontinued after two years. However, the landscape has shifted, with TikTok experiencing a 5% decline in users during Q4 2024, while YouTube Shorts and Instagram Reels continue to gain popularity among younger demographics.

The potential separation of Reels into its own app could allow Instagram to refocus on its photo-sharing roots while creating a more streamlined video experience for users seeking short-form content.

Related Articles

Previous Articles