.mp4 "Tech Up Your Sourdough With These Upper-Crust Baking Gadgets")
Instagram is reportedly considering spinning its Reels feature into a standalone short-form video app to take advantage of TikTok’s uncertain future in the US. Instagram head Adam Mosseri was overheard discussing the plans with staff this week according to an anonymous source cited by The Information.
The Reels app is reportedly part of a Meta initiative code-named Project Ray which aims to help Instagram better compete against TikTok. Plans include improving how Instagram content is recommended and bringing more three-minute-long Reels videos to users in the US.
TikTok has around 170 million US users and still faces a ban after being given a 75-day extension by President Donald Trump in January. During TikTok’s temporary removal from app stores last month, Instagram released Edits — a blatant riff on the CapCut video editing app owned by TikTok’s parent company ByteDance — and allegedly tried to lure creators to its own platform with cash bonuses.
It’s unclear if Reels would still be integrated into Instagram if it does get its own separate app, but a dedicated short-form video platform would be closer to the curated scrolling experience provided by TikTok. This would be Meta’s second attempt to launch a direct TikTok competitor after releasing the standalone video-sharing app Lasso in 2018 — and later shutting the app down in 2020 to focus on Reels.
