Video-sharing service REELS is poised to become a standalone application, a strategic move aimed at rivaling TikTok amidst ongoing uncertainties surrounding TikTok’s operations in the U.S. market. According to reports from The Verge, Instagram is considering this separation as part of a bold initiative to enhance its competitive edge.
Director of Instagram Adam Mosseri has reportedly discussed the project with staff, indicating that this separation is a component of “Project Ray,” an initiative by Meta aimed at strengthening Instagram’s position in the burgeoning short video landscape.
By spinning off Reels into its app, Meta aims to create a user experience tailored specifically for short-form videos, drawing inspiration from TikTok’s successful model. However, this is not Meta’s first attempt in this arena; the company previously launched the Lasso app in 2018, which was ultimately shut down in 2020 to refocus efforts on Reels. The challenges faced by Lasso highlight the difficulties of competing with TikTok.
Project Ray also includes plans to refine the algorithm for content recommendations and to extend the video length on Reels to three minutes in the U.S. These enhancements reflect Instagram’s commitment to attracting and retaining users in a competitive market.
Currently, Instagram has a significant user base of 170 million in the U.S., and with TikTok facing potential bans, Instagram may take this opportunity to attract TikTok content creators by offering incentives, including bonuses and the introduction of Edits, a video editing tool akin to Bytedance’s CapCut.
It remains unclear whether the new Reels application will integrate with the main Instagram platform once launched. Nevertheless, the decision to separate Reels underscores Meta’s considerable investment in its future within the short video sector.