Instagram is considering plans to launch a separate app for its short-form Reels video content, based on a report. With this potential launch, the social media platform is anticipated to establish its presence in the short-form video application market. This space is primarily led by TikTok — the ByteDance-owned video-hosting platform that recently gained attention due to its proposed ban, which was reversed, albeit temporarily in the US.
Instagram’s Reels App Launch
According to a report by The Information, Instagram leader Adam Mosseri informed the company’s employees about the project contemplating a possible app for Reels. It is believed to be referred to as Project Ray and in addition to Instagram Reels, it might also display three-minute videos. The standalone app is speculated to provide a vertically similar scrolling experience like TikTok.
With this initiative, the Meta-owned social media platform aims to enhance recommendations for new and existing users in the US, based on the report. While Instagram has not publicly confirmed these intentions, the development occurs amid significant scrutiny faced by TikTok regarding US regulations, which previously led to its ban in the US. Although this decision was subsequently overturned, it was only allowed an extension to operate in the US for a duration of 75 days, ending on April 5.
In the meantime, its parent company is reportedly negotiating with the incoming Donald Trump administration, which enables a US-based company to obtain a large share, thereby allowing the app to remain available in the country. If this strategy is realized, it would mark the second application to be launched by Instagram in 2025, following the introduction of the Edits app last month, which allows creators to edit their videos with even greater creativity and precision than the current offerings of the social media platform. Presently restricted to iOS, it is a mobile video editing tool equipped with a variety of creative features such as facilitating high-quality video capture, a dedicated tab for drafts and videos, and camera settings for resolution, frame rate, and dynamic range.
