Instagram may launch a separate app for Reels: what is known
Why is this being done? To compete with TikTok?
It was recently reported that Instagram may be launching a separate app for Reels in an attempt to compete more aggressively with TikTok. Meta is betting on TikTok’s uncertain future and trying to attract users looking for a new platform for short videos. But let’s be honest – do people really need another app?
We've seen Meta try and fail before (RIP Lasso), and with Instagram's existing videos struggling to match TikTok's organic reach, it's hard to say if this will actually take off. MigNews will tell you what we know about this potential update.
Instagram and a separate app for Reels: everything we know
Meta CEO Adam Mosseri and his team have been discussing the project internally, an anonymous source told The Information. The initiative, codenamed Project Ray, involves changing the way Instagram recommends content and introducing three-minute Reels videos for users in America. By providing a similar scrolling experience, the update will take advantage of TikTok, which is struggling to exist in the US. For those who don’t know, Donald Trump wants the Chinese company to be owned by an American giant like Microsoft or Elon Musk.
We've already seen Instagram videos become increasingly popular in countries where TikTok is banned, including India, Australia, Canada, Denmark, and France. There has been no official statement from Meta or Mosseri yet.
This isn’t the first time Instagram has tried to lure TikTok users with lucrative updates. Just last month, it launched a video editing app called Edits. The move was seen as a chance to compete with CapCut, an app owned by TikTok’s parent company ByteDance. The app lets users create and share videos, and track their performance with analytics.
Conclusions, facts and rumors:
- The head of Instagram has hinted at the development of a separate Reels app. Meta is allocating money to creators and testing new tools, trying to position itself as an alternative to TikTok.
- A new Reels app is in the works. Instagram wants to make short videos its own platform, rather than keeping them in the main app.
- Meta pays creators big bucks, with some bloggers earning $10,000 to $50,000 per month for an exclusive post on Reels.
- New features are being tested. Instagram is experimenting with tracking friends' activity and improving video management.
- This isn't Meta's first attempt to copy TikTok. Lasso failed. Threads didn't catch on. Will this be any different?
- This could be a great opportunity or another failure for Meta.
How will this affect you if you are a businessman?
For businesses, this is both an opportunity and a headache. A new platform could mean more audience reach. But it also means another algorithm to learn and another app to manage. Short-form video is nothing new: brands are already making Reels, TikToks, and YouTube Shorts. Will it really be a game-changer?
- Users may not want to open another app. Look at Instagram Threads – how often do you open it specifically?
- Could this drive users away from Instagram? If Reels becomes a standalone thing, does that mean there will be less engagement on Instagram itself?
- Better exposure than Instagram Reels? It’s currently difficult for brands to go viral on Instagram like they do on TikTok. A dedicated app could help solve that problem.
- More positive engagement? TikTok comments tend to be funnier and more friendly than Instagram's troll fest. The new platform could create a better user experience.
Ultimately, it's about capturing attention and market share. Will users switch to the new platform? That's the question.
What should brands do?
If this app does launch, early adopters will benefit the most. But before getting involved, brands need to have a plan.
- Start creating short video content now. If this app becomes popular, brands that are already creating videos will have an advantage.
- Monitor platform adoption. If users don’t migrate to a new platform, it won’t be worth the time invested.
- Be prepared for the transition. If the new app is going to have more reach than Instagram Reels, brands need to change their strategy accordingly.
- Use this as a branding opportunity. Branding is the #1 marketing game in 2025, and a new platform can amplify that effect.
A new app for Reels could be a game-changer or a complete dud. If it allows brands to increase reach and engagement, it’s worth exploring. But if users aren’t interested in another app, it could end up being like Threads, which everyone dreamed about at launch but forgot about a month later.
Previously, we shared tips on how to hide inappropriate content on Instagram 2025. It's not that difficult!