Standalone Reels App – Is this Instagram's plan to rival TikTok?
Whether the Reels app succeeds may depend on TikTok's fate in the U.S.
According to 'The Information's' report, Mosseri allegedly told his team that 'Instagram is considering launching a stand-alone app for its short-form video feature, Reels.' This strategic move appears to be aimed at capitalizing on the shifting landscape of short-form video, particularly in the United States, where TikTok's future remains uncertain. Though the ban was temporarily delayed, the threat is still there. The source also indicated that this initiative, designed to directly challenge TikTok, is internally referred to as 'Project Ray.'
Recent actions by Instagram lend credence to these rumors. Just a day after the initial ban news, Instagram increased the maximum length of Reels videos to three minutes. This adjustment feels like a clear attempt to attract users who might be looking for a TikTok alternative. This is a very different stance than Instagram had previously when it discouraged longer reel videos.
The question on everyone's mind is: will Reels be completely separated from the main Instagram app, or will it function similarly to the now defunct IGTV? This is a significant and potentially risky move for Instagram. If Reels, a core feature, moves to a separate app, it could prompt users who primarily use Reels to question the need for the main Instagram app. The prize is large, with 170 million US users that use TikTok. Meta has shown that it is willing to take risks, as demonstrated by the launch of Threads, a direct competitor to X (formerly Twitter). The initial connection between Threads and Instagram accounts, which caused some user concern, shows Meta's willingness to experiment.
It's crucial to remember that this report is based on sources and leaks, not official announcements from Instagram. While the source's proximity to Mosseri adds credibility, these details should be treated cautiously. The future of a standalone Reels app hinges significantly on TikTok's continued presence in the U.S. If the ban is implemented, a dedicated Reels app could see a surge in popularity, attracting both existing Reels users and those seeking a TikTok replacement. However, if TikTok remains available, the success of a standalone Reels app becomes less certain.
We will continue to monitor these developments closely and provide you with updates as they become available.