Instagram is considering launching its popular short video format, Reels, as a separate app. This plan comes at a time when the future of TikTok in the United States remains uncertain. According to technology platform The Information, Instagram head Adam Mosseri discussed this possibility with his team this week.
Parent company Meta has not yet responded to inquiries about the potential plans. The idea of separating Reels is reminiscent of previous attempts by Meta to launch an independent competitor to TikTok. For instance, in 2018, Facebook introduced a short video app, Lasso, launched as a competitor to TikTok. Users could create and share music-driven videos. The app flopped and was discontinued in 2020, after which Meta focused on Instagram Reels.
Impact on businesses and content creators
A standalone Reels app could strengthen Instagram's position in the short video market. Businesses and content creators who rely on Reels for visibility and engagement could benefit from a platform that is entirely focused on short videos. This could mean that Reels receives new features and advertising opportunities that better align with the needs of content creators.
At the same time, it presents an additional challenge. Users who already struggle to manage multiple social media platforms may need to switch between two Instagram apps. The National Social Media Research 2025 by Newcom revealed that the number of platforms used daily decreased across all age groups. This could have implications for brands looking to reach a wide audience through Instagram.
Why now?
The discussion about a standalone Reels app comes at a time when the U.S. government is putting pressure on TikTok. There are concerns that TikTok, with its 170 million American users, poses a risk to national security. At the same time, critics view a potential ban as a threat to freedom of speech.
Meta is capitalizing on this uncertainty. If TikTok disappears from the U.S. or faces restrictions, Reels could take on an even greater role as an alternative. A standalone app would allow Instagram to compete more effectively and further develop Reels without the limitations of the main app.
Whether the plans will proceed remains to be seen. However, if Meta pushes forward, this could signify a significant shift in the social media landscape.