Instagram May Launch a Standalone App for Reels amid TikTok Uncertainty
Instagram is considering launching a standalone app for Reels, according to The Information. Reportedly, the project is codenamed Project Ray and focuses on improving recommendations for new and existing users in the U.S., as well as featuring more three-minute videos.
Why It Matters: A standalone Reels app could help Instagram compete more aggressively with TikTok amid its regulatory challenges in the U.S. By creating a dedicated space for Reels, Instagram could improve recommendations, cater to creators and viewers who prefer short-form content, and roll out more video-focused updates with less resistance than within the main app. However, the biggest question remains: Are people willing to add another app to their social media routine?
Regardless of whether a standalone Reels app launches, one thing is clear—Reels continue to grow. Global video time on Instagram increased by double-digit percentages year over year last quarter, and Reels are being reshared over 4.5 billion times every day across Instagram and Facebook. Instagram shared this data while announcing that it has fully launched the updates it introduced in April 2024, aimed at helping creators of all sizes reach new audiences—along with tips for creators to take advantage of Reels' momentum.
