Instagram is considering launching a separate app for its short-form video feature, Reels. According to a report by The Information, Adam Mosseri, Instagram’s chief, shared this update with his team. The move comes as TikTok faces uncertainty in the United States.
Meta, Instagram’s parent company, is looking to attract users who enjoy short-form video content. TikTok’s status in the U.S. remains unstable due to regulatory scrutiny. This uncertainty presents an opportunity for Meta to provide an alternative video-scrolling experience. If Instagram successfully launches the app, it could pull in TikTok’s audience.
Meta’s Past Attempts and Lessons Learned
Meta has experimented with standalone video apps before. In 2018, it launched Lasso, a TikTok competitor, but it failed to gain traction. Learning from that, Meta is now working on a more strategic approach by leveraging Instagram Reels, which already has a strong user base.
In January, Meta introduced a new video-editing app, Edits. This app seems to target CapCut, the popular video editor from TikTok’s parent company, ByteDance. With both Reels and Edits, Meta aims to dominate the short-form video market.
Can Instagram Replace TikTok?
While TikTok remains a leader in short videos, Instagram is making aggressive moves to capture a larger share of the market. A dedicated Reels app could give users an alternative if TikTok faces further restrictions in the U.S.
For now, Meta has not officially confirmed the standalone Reels app, but the plan signals its intent to strengthen its position in the video space. Reuters also reported on this development, highlighting Meta’s continued push to challenge TikTok.
