Instagram is reportedly considering launching its short-form video feature, Reels, as a separate app. This move comes amidst the uncertainty surrounding TikTok’s future in the U.S. and the growing popularity of short-form video content. Adam Mosseri, head of Instagram, recently informed employees of this potential development, according to a report by The Information via Reuters. It’s unclear whether the standalone Reels app will simply offer video and discovery feeds or also include separate messaging functionality. This potential shift raises questions about how users will engage with both platforms and whether a separate Reels app will succeed in a competitive market.
TikTok’s Uncertain Future Fuels Speculation
This development follows a turbulent period for TikTok in the U.S. Former President Donald Trump signed executive orders in January 2025, granting TikTok a 75-day reprieve from a proposed ban by the previous Biden administration. Trump had suggested a 50-50 partnership between ByteDance, TikTok’s Chinese parent company, and an American company. Just before Trump’s inauguration, TikTok briefly went offline and was removed from app stores. While service resumed within hours, the app didn’t return to app stores until mid-February.
ByteDance has received several acquisition offers, including bids from Microsoft, Elon Musk, and a group of independent investors that included YouTuber MrBeast. Since the temporary reprieve, Trump has expressed optimism about a potential sale of TikTok, either in full or in part, to a U.S.-based company. However, ByteDance has remained largely silent on the matter, except for CEO Shou Zi Chew’s expression of gratitude to Trump for supporting TikTok’s fight to protect free speech for its over 170 million U.S. users. TikTok’s fate in the U.S. remains uncertain, leaving an opening for competitors like Instagram Reels to capitalize on the situation, similar to how Instagram gained users in regions like India where TikTok is banned.
Meta’s Expanding App Ecosystem
Meta’s exploration of a standalone Reels app coincides with the recent introduction of another standalone app, “Edits.” Edits targets mobile video creators and offers features beyond those currently available in Instagram, including a higher-quality camera for iPhones and an “Inspiration” tab for trend tracking. This move positions Edits as a direct competitor to ByteDance’s CapCut, a popular video editing app often used for creating TikTok content.
This isn’t Meta’s first foray into standalone apps. In 2023, Meta launched Threads, an independent app linked to Instagram accounts, designed as an alternative to X (formerly Twitter). Managing different platforms as separate entities may allow Meta to operate more efficiently. However, maintaining multiple apps could also lead to user confusion or even platform abandonment.
A Strategic Move for Instagram?
The potential separation of Reels could signal a strategic shift for Instagram, allowing it to focus more intently on the rapidly growing short-form video market. However, the success of this strategy remains to be seen, dependent on user adoption and the evolving landscape of social media.
