Meta is reportedly developing a standalone app for Instagram Reels, according to an anonymous source who overheard Instagram head Adam Mosseri discussing the project with staff.

The project, code-named "Ray," aims to enhance content recommendations and feature more three-minute videos, particularly targeting both new and existing US users. This initiative follows Meta's recent launch of Edits, a video editing app designed to compete with ByteDance's CapCut.

The potential spin-off comes as users express frustration with Instagram's cluttered interface, which currently combines photos, Reels, and Stories. Creating a dedicated Reels app could allow Instagram to refocus on its photo-sharing roots while better competing with TikTok.

This isn't Meta's first attempt at a standalone short-form video platform. In 2018, the company launched Lasso, which was discontinued after two years when Instagram shifted focus to Reels.

To boost Reels' popularity, Instagram has been offering significant financial incentives to creators, with reported bonuses ranging from $10,000 to $50,000 for exclusive content. This strategy appears to be working, as recent data shows TikTok experiencing a 5% decline in users during Q4 2024, while YouTube Shorts and Instagram Reels gain traction among younger demographics.

As TikTok's dominance wanes, Meta's timing for a standalone Reels app could capitalize on the shifting social media landscape and user preferences for short-form video content.

Related Articles

Previous Articles