As TikTok’s future in the U.S. remains uncertain, Instagram is moving forward with plans to launch Reels as a standalone app. With a potential TikTok ban on the horizon, Meta aims to dominate the short-form video market. This move, still in its early stages, could reshape social media and intensify competition.
Why Now? The Strategy Behind Instagram’s Reels App
In January, President Donald Trump issued an executive order suspending the TikTok ban for 75 days, giving the company until April 5 to find a U.S. buyer. Amid this uncertainty, Instagram is considering launching a standalone Reels app, still under Meta, to compete with TikTok. An anonymous source told The Information that Instagram head Adam Mosseri discussed the idea with staff. The app, part of a Meta initiative called Project Ray, aims to improve content recommendations and bring three-minute Reels videos to U.S. users.
Reels is Meta’s fastest-growing content, with over 200 billion daily views. A standalone app could boost these numbers, solidifying Meta’s lead in short-form video. While Meta has the largest user base, projections predict 117.9 million U.S. TikTok users by 2025. A separate Reels app could help Meta attract users away from its biggest short-form video competitor.
Will a Standalone Reels App Succeed?
Meta has a mixed track record when it comes to launching independent video apps. In 2018, the company introduced Lasso, a direct TikTok competitor, but it failed to gain traction and shut down two years later. More recently, Meta released Edits, a video editing app competing with ByteDance’s CapCut. Even though Instagram has not officially confirmed this, launching a separate Reels app would mark another bold move by Meta to dominate the short-form video space.
Mosseri has hinted at Meta’s continued investment in short-form video:
“Instagram is focused on short-form video, not long-form,” Mosseri said in a January Instagram update. “But after hearing feedback, 90 seconds felt too short, so we’re increasing the limit to 3 minutes to help creators tell better stories.”
Reels vs. TikTok: Which Platform Offers More?
Reels and TikTok may seem similar, but their differences set them apart. TikTok’s For You Page excels at pushing content from smaller creators through its advanced algorithm, whereas Reels favors videos from followed accounts. TikTok supports videos up to 10 minutes, while Reels maxes out at three minutes. With more built-in filters, effects, and templates, TikTok streamlines high-quality content creation, reducing the need for third-party apps.
Reels needs improvements in discoverability, editing tools, and video length, but Meta’s investment in Project Ray could turn it into a serious TikTok competitor.
Impact on Instagram Users
If Reels becomes a separate app, Instagram could refocus on photos and stories, giving users a cleaner experience. However, this move would also highlight Meta’s ambition to dominate short-form video. Even if TikTok isn’t banned, a Reels app would allow Meta to compete more intensely.
