Instagram Reportedly Considering a Standalone Reels App

Instagram may be exploring the possibility of launching a separate app for Reels, its short-form video feature, according to a paywalled report from The Information. Instagram chief Adam Mosseri is said to have recently discussed the idea with internal teams, signaling that Meta is considering a new approach to short-form content.

A standalone Reels app would position Instagram more directly against TikTok, offering a dedicated platform for vertical video content. Currently, Reels are the fastest-growing content format across both Instagram and Facebook, generating over 200 billion daily views. Meta’s increased reliance on AI-driven content recommendations has significantly boosted Reels engagement, with over 50% of Instagram feed posts now algorithmically suggested rather than coming from followed accounts.

While the idea of a separate Reels app could create new engagement opportunities, it also presents risks. Given Reels’ central role in Instagram’s growth, spinning it off into a new app might draw users away from Instagram’s main platform, potentially reducing overall engagement.

Some industry experts suggest Meta could be eyeing regions where TikTok faces restrictions or where Instagram has yet to gain significant traction. In such markets, a standalone Reels app could help Meta establish a stronger presence in short-form video, and could even become an anchor that helps the “original” Instagram app gain ground as well. For now, Meta is reportedly exploring the concept internally, but whether it moves forward remains to be seen.