Instagram is reportedly weighing the possibility of turning its short-form video feature, Reels, into a standalone app, a move that could intensify competition with TikTok as the popular Chinese-owned platform faces an uncertain future in the United States.
According to The Information, Instagram chief Adam Mosseri discussed the potential spin-off in a meeting with staff this week. Meta, Instagram’s parent company, has not officially commented on the report.
A Strategic Move Amid TikTok’s Troubles
The timing of the potential Reels spin-off is notable, as TikTok—owned by Chinese tech giant ByteDance—remains under political scrutiny in the U.S. In January, President Joe Biden’s administration granted TikTok a 75-day extension under a law requiring ByteDance to either sell the platform’s U.S. operations or face a potential ban.
Former President Donald Trump had previously floated the idea of a 50-50 partnership between ByteDance and a U.S. entity, though details on how that would function were never fully clarified. Critics of a TikTok ban argue that such a move could undermine freedom of speech, particularly given the app’s 170 million U.S. users.
Lessons from Meta’s Past Failures
Meta has attempted to launch standalone short-video apps before, but with little success. In 2018, it introduced Lasso, a TikTok competitor that failed to gain traction and was shut down after two years.
This time, analysts suggest that a Reels-specific app could be better positioned for success, particularly if TikTok faces further regulatory hurdles or an outright ban in the U.S.
Competition in the Short-Form Video Market
A standalone Reels app would deepen Meta’s footprint in the short-video space, challenging not just TikTok but also competitors like YouTube Shorts and Snapchat Spotlight.
By separating Reels from Instagram, Meta could potentially enhance the feature’s visibility, develop new monetization strategies, and attract content creators who currently favor TikTok’s more established ecosystem.
While no official timeline has been announced, the move signals Meta’s continued focus on dominating the short-form video market, especially amid uncertainty surrounding TikTok’s future in the U.S.
