Introduction
Meta is considering spinning off Instagram Reels into a separate app, according to a report by The Information. The project, code-named Project Ray, aims to improve user recommendations and increase the visibility of longer short-form videos, particularly three-minute content.
If this move happens, it could reshape Instagram’s user experience and create new opportunities for content creators. But will it work? Here’s what we know so far and what it could mean for users, creators, and the future of short-form video content.
Why Instagram Might Spin Off Reels
Currently, Instagram combines photos, Stories, and Reels in a single app. However, many users feel the app has become too cluttered, with Reels taking up significant space. By launching Reels as a separate app, Instagram could:
- Declutter the main Instagram app and return its focus to photo sharing.
- Compete more directly with TikTok by offering a dedicated short-form video experience.
- Improve video recommendations for new and existing users in the U.S.
- Encourage longer videos, as Instagram is reportedly shifting towards more three-minute content.
Meta has not yet officially confirmed the move, but the company’s recent focus on video content suggests that this could be a strategic play to better engage both creators and viewers.
A Strategic Move Amidst TikTok’s Uncertain Future
Meta’s reported decision to spin off Reels comes as TikTok and its parent company, ByteDance, face regulatory challenges in the U.S. The possibility of a TikTok ban or restrictions could give Instagram Reels an opportunity to dominate the short-form video space.
Meta has already taken steps to compete more aggressively:
- New Video Editing App: Edits
Last month, Meta announced Edits, a video editing app designed to rival CapCut, which is owned by ByteDance. - Exclusive Deals with Creators
Instagram has started paying influencers to promote the platform on TikTok, Snapchat, and YouTube. Some creators have even been offered big money to post exclusively on Reels.
By launching a standalone Reels app, Meta could further position itself as the go-to alternative to TikTok if regulatory issues force ByteDance to scale back its U.S. operations.
What This Means for Instagram Users
If Reels moves to a separate app, Instagram could return to its roots as a photo-sharing platform. This shift might please long-time users who feel Instagram has strayed too far from its original purpose.
Potential Benefits for Users:
✅ Less cluttered Instagram feed – Photos and Stories may get more visibility.
✅ Better content recommendations – A dedicated Reels app could improve video discovery.
✅ More creative opportunities – Features tailored specifically for short-form video creators.
Possible Drawbacks:
❌ Another app to download – Users may not want to manage multiple apps.
❌ Reduced engagement on Instagram – If Reels is removed, overall app usage could drop.
❌ Algorithm challenges – Meta would need to fine-tune recommendations to keep users hooked.
For users who love Reels, a standalone app could enhance their experience. But for those who prefer Instagram’s photo-sharing aspects, this change might bring relief.
Impact on Content Creators
For influencers and video creators, a separate Reels app could bring new monetization opportunities and better audience targeting.
- Increased Focus on Video Creators
With a standalone app, Meta might introduce exclusive features for video editing, monetization, and audience engagement. - Potential for Higher Revenue
If the app succeeds, brands may shift their advertising budgets, creating more opportunities for sponsored content and paid partnerships. - Uncertainty Around Engagement
Creators who have built their audience within Instagram might struggle if the shift leads to lower discoverability or fewer cross-platform promotions.
Overall, while this could benefit creators who focus on short-form video, those who rely on Instagram’s existing ecosystem might face challenges.
SEE ALSO: 5 Key Advantages of Instagram Reels for Startups
Will a Reels App Succeed? Lessons from Facebook and TikTok
Meta has experimented with spinning off features into separate apps before—with mixed results.
Failed Attempts:
❌ Facebook Messenger’s rocky start – Users were frustrated when Facebook forced them to download a separate app for messaging.
❌ IGTV’s failure – Instagram tried to launch a separate long-form video platform, but it struggled to gain traction.
Successful Model:
✅ TikTok’s approach – By keeping everything in one app, TikTok has maintained a seamless experience, making it the leader in short-form video.
For a Reels app to succeed, Meta will need to ensure seamless integration with Instagram while offering unique features that make it worth downloading.
What’s Next?
While Meta has not officially confirmed the launch of a standalone Reels app, reports suggest that the company is actively testing the idea. If the project moves forward, we could see:
🔹 A gradual rollout – Meta may introduce the app in select regions before a full launch.
🔹 New creator incentives – Expect exclusive deals and monetization opportunities to attract influencers.
🔹 Stronger TikTok competition – If TikTok faces more restrictions, a Reels app could position itself as the top alternative.
Final Thoughts
Instagram’s potential decision to spin off Reels into a separate app could reshape the platform and offer new opportunities for both users and creators. While this move might make Instagram’s main app less cluttered, it also raises questions about whether users will embrace yet another standalone Meta app.
If Project Ray succeeds, Instagram could redefine short-form video content, but if it fails, it might end up as another forgotten experiment—just like IGTV.
Would you use a separate Instagram Reels app? Or do you prefer everything in one place? Let us know in the comments! 🚀
