Instagram is reportedly considering the introduction of a separate app dedicated to its short-form video feature, Reels. This potential launch could see the platform entering a market currently dominated by TikTok, a service owned by ByteDance that has recently faced heightened scrutiny and proposed bans in the United States, although these decisions were temporarily lifted.
Instagram’s Initiative for a Reels App
A report from The Information reveals that Adam Mosseri, head of Instagram, informed employees about the initiative for a standalone Reels app. This project, codenamed Project Ray, is expected to include options for three-minute videos in addition to the existing Reels format. The app would likely deliver a vertical scrolling experience similar to that of TikTok.
According to the report, this move aims to enhance content recommendations for both new and existing users in the United States.
While Instagram has not officially confirmed these plans, they come at a time when TikTok is facing significant regulatory challenges in the U.S., which initially led to a proposed ban. Although the situation was temporarily eased, TikTok has been granted only a limited operational extension that ends on April 5.
Reports indicate that TikTok’s parent company is currently in discussions with the U.S. government under the new administration, exploring a potential agreement that would allow a U.S.-based company to acquire a significant stake in the app, thus safeguarding its availability in the country.
If the standalone app is launched, it would mark Instagram’s second app debut in 2025, following the earlier release of the Edits app, which enables creators to enhance their videos with greater creativity and precision. This editing tool, currently exclusive to iOS, offers a range of advanced features, including high-quality video capture, a dedicated tab for drafts and videos, and customizable camera settings for resolution, frame rate, and dynamic range.
