Instagram May Launch Reels as Separate App, Increasing Pressure on TikTok

Instagram is considering launching a stand-alone app for its short-form–video feature, Reels, Instagram chief Adam Mosseri told staff this week, according to a person who heard the remarks. Such an app would be similar to the TikTok experience of scrolling through videos, and would be Instagram’s most aggressive move so far to take advantage of its Chinese-owned rival’s uncertain position in the U.S.

Instagram’s efforts to take on TikTok are part of an initiative code-named Project Ray, which includes improving recommendations for new users and people in the U.S. as well as distributing more three-minute-long videos, according to the person. The strategies also highlight Meta Platforms’ focus on videos, which has encouraged users to spend more time on the app, a boon to advertisers.