Let’s hope it does better than Lasso, Meta’s previous TikTok clone.
Instagram is reportedly exploring the idea of spinning off its popular Reels feature into a standalone app, in what appears to be a strategic move to capitalize on TikTok’s uncertain future in the United States. According to a report by The Information, Instagram head Adam Mosseri was overheard discussing the potential plans with internal staff, signaling that Meta is seriously considering this shift.
Project Ray: Meta’s Strategic Response to TikTok
The standalone Reels app is said to be part of a broader Meta initiative code-named Project Ray. This project aims to refine Instagram’s content discovery algorithm, enhance user engagement, and bring longer Reels videos — up to three minutes — to a larger audience in the US. By doing so, Instagram hopes to create an even more immersive short-form video experience that can directly compete with TikTok’s addictive scrolling interface.
With TikTok boasting around 170 million US users and facing ongoing regulatory challenges, including a potential ban, Meta sees an opportunity to capture market share. TikTok received a 75-day extension from President Donald Trump in January, but the platform’s fate remains uncertain. This volatility presents a prime opening for Instagram to solidify its dominance in the short-video landscape.
A History of Adaptation and Aggressive Competition
This wouldn’t be Meta’s first attempt at creating a dedicated TikTok competitor. The company previously launched Lasso in 2018, a standalone video-sharing app that failed to gain traction and was eventually shut down in 2020. However, Instagram learned from that experience, quickly integrating Reels directly into its main app, where the feature has since flourished.
Meta has also shown its willingness to aggressively compete with TikTok beyond product development. Last month, during TikTok’s temporary removal from app stores, Instagram launched Edits, a feature reminiscent of TikTok’s popular CapCut video editing app, owned by ByteDance. Instagram reportedly attempted to lure creators to its platform with lucrative cash bonuses, signaling its commitment to attracting top talent and fostering a creator-centric ecosystem.
The Potential Impact of a Standalone Reels App
If Instagram proceeds with launching a dedicated Reels app, it could reshape the short-form video landscape. On one hand, a separate app could provide users with a more focused and curated experience, similar to TikTok’s scrollable feed. On the other hand, it raises questions about whether Reels would remain integrated within the main Instagram app or exist solely as an independent platform.
A standalone app would allow Instagram to experiment with new features, iterate faster, and build a more distinct identity for Reels. However, it could also fragment the user base, forcing creators and viewers to toggle between two apps. Striking the right balance will be crucial for Meta to ensure the success of this ambitious endeavor.
The Future of Short-Form Video: Meta vs. TikTok
As the competition heats up, it’s clear that short-form video content is the battleground of the future. TikTok’s meteoric rise has reshaped social media, pushing platforms like Instagram, YouTube, and Snapchat to rethink their strategies. By spinning off Reels into its own app, Instagram is making a bold bet that it can not only replicate TikTok’s magic but perhaps surpass it.
Whether this move will pay off remains to be seen, but one thing is certain: Meta is not backing down. With Project Ray in motion, the short-form video space is set for a dramatic showdown, and users stand to benefit from the wave of innovation and creativity that follows.
What do you think about the idea of a standalone Reels app? Would you use it, or do you prefer having everything in one place? Let me know in the comments — let’s discuss!
