Instagram is exploring the possibility of launching a dedicated application for its Reels feature, according to a report from The Information. 

Instagram chief Adam Mosseri reportedly shared this concept with staff during a recent meeting, signaling a potential shift in how the platform delivers short-form video content.

The standalone Reels app consideration is part of a broader initiative code-named “Project Ray,” which focuses on improving content recommendations and distribution of longer videos. This project specifically targets enhancement of the recommendation system for new users and U.S.-based audiences.

If implemented, the dedicated app would present a more direct competitor to TikTok, featuring a full-screen, scrolling interface exclusively for short-form videos. 

The recent extension of Reels’ maximum duration to three minutes provides sufficient content variety to potentially justify a separate application.

Reels Drives Significant Engagement Across Meta Platforms

Reels currently represents Meta’s fastest-growing content format across both Instagram and Facebook platforms, generating over 200 billion cumulative views daily. 

Meta’s implementation of AI-recommended content has accelerated this growth, with more than 50% of posts appearing in Instagram feeds now being distributed through Meta’s artificial intelligence system rather than from user-selected profiles.

Despite the engagement potential, separating Reels from the main Instagram platform presents significant risks. The move could potentially reduce user engagement on Instagram itself, possibly explaining why Meta may hesitate to pursue this strategy despite its logical appeal in directly competing with TikTok.

Meta previously attempted to challenge TikTok with a standalone app called Lasso in 2018, which was later discontinued. 

This new consideration comes amid ongoing regulatory challenges for TikTok in the United States, where President Donald Trump recently granted the platform a 75-day extension to comply with legislation requiring either a sale or ban of the service. The platform currently maintains approximately 170 million U.S. users.