Instagram Explores Standalone Reels App to Compete with TikTok

Meta is reportedly considering separating Instagram's Reels feature into its own app as TikTok faces regulatory uncertainty in the U.S.

Instagram head Adam Mosseri reportedly discussed plans to create a standalone Reels app, codenamed Project Ray, during a staff meeting this week.
The proposed app would expand on Reels' current functionality, featuring longer three-minute videos and improved content recommendations for users in the U.S.
The move comes as TikTok's future in the U.S. remains uncertain, with a 75-day extension on a potential ban set to expire on April 5, 2025.
Meta previously attempted similar standalone apps, such as Lasso and IGTV, but these efforts were discontinued due to limited user adoption.
Meta recently launched a video-editing app called Edits, aimed at competing with TikTok's CapCut, signaling its broader push into video-focused platforms.