Instagram may launch Reels as a separate app in a bold challenge to TikTok

Four years after its launch, Meta is reportedly considering spinning off Instagram Reels into its own standalone app, according to a report from The Information. The report, citing an anonymous source, said Instagram head Adam Mosseri discussed the project, code-named Project Ray, with staff.

The move comes as TikTok’s future in the U.S. remains uncertain, with potential regulatory action looming over the Chinese-owned platform.

Instagram head Adam Mosseri is said to have discussed the project, code-named Project Ray, with employees this week. The plan is to improve video recommendations for both new and existing users in the U.S., with a stronger focus on three-minute videos.

“Instagram is considering launching a stand-alone app for Reels. It would be the company’s most aggressive move so far in taking on TikTok, The Information reported.

Meta, Instagram’s parent company, has not responded to requests for comment.

A Strategic Play as TikTok Faces Uncertainty

Concerns over TikTok’s ownership have been growing in Washington. In January, former President Donald Trump granted the platform a 75-day extension to comply with a law originally signed by then-President Joe Biden, requiring ByteDance to either sell TikTok’s U.S. operations or face a ban. Trump later suggested a 50-50 partnership between the U.S. and ByteDance but did not elaborate on how it would work.

The Biden administration has maintained that TikTok, which boasts 170 million U.S. users, could be exploited by the Chinese government for surveillance and political influence. Opponents of a ban argue that such action would violate free speech rights and set a dangerous precedent.

Meta’s Push for Short-Form Video

Meta has experimented with TikTok competitors before. In 2018, it launched Lasso, a standalone app aimed at capturing TikTok’s audience. The app failed to gain traction and was later shut down. This time, Meta’s approach appears to be different—rather than building something from scratch, it is considering spinning off Reels, a feature already integrated into Instagram.

Instagram’s current format combines photos, videos, and Stories, but many users have criticized the app for feeling cluttered. A dedicated Reels app could help streamline the Instagram experience while giving Meta a focused tool to compete with TikTok.

The Bigger Picture

Meta has been aggressively courting creators, offering financial incentives for exclusive Reels content and encouraging influencers to promote Instagram on competing platforms like TikTok, Snapchat, and YouTube.

If the Reels app does launch, it would signal Meta’s most serious attempt yet to challenge TikTok—and it comes at a moment when TikTok’s future in the U.S. is far from certain.