Meta is reportedly considering launching a separate app for Instagram Reels, moving its short-form video feature out of the main platform and into a dedicated space, according to a report from The Information.
If confirmed, this shift would directly position Reels against TikTok, while allowing Meta to refine its video strategy and expand monetization opportunities. The timing is particularly interesting, given that TikTok’s future in the U.S. remains uncertain due to ongoing legal and regulatory challenges.
Over the past year, Instagram has made multiple changes to how Reels operates, suggesting that a standalone app may have been in the works for some time. One of the most notable updates came when Instagram shifted its content ranking system to prioritize views over engagement metrics like comments and shares.
This move signaled a stronger focus on short-form video content, putting Instagram’s approach more in line with TikTok.
Meta Eyes TikTok’s Market Share Amid Legal Troubles
The potential spin-off of Reels comes at a time when TikTok is facing regulatory pressure in the U.S. After the Supreme Court upheld legislation requiring ByteDance to sell TikTok’s U.S. operations or face a ban, Apple and Google removed the app from their stores, cutting off new downloads.
After a deal with the new Trump administration allowed TikTok to partially resume service, it was only after it was reinstated weeks later that the platform was available for downloads again.
During this period of instability, TikTok’s competitors have been quick to move in. X, formerly Twitter, launched a vertical video feed to better compete in the short-form space, while Bluesky introduced customizable video feeds that allow users to fine-tune their recommendations. If Meta launches a dedicated Reels app, it would be the company’s boldest step yet to directly challenge TikTok for market dominance.
Instagram’s Reels Evolution Suggests a Bigger Plan
Instagram’s evolving approach to video content suggests that this potential change has been long in the making.
The company recently introduced Trial Reels, a feature allowing creators to test their videos with a select audience before fully publishing them. This could be particularly useful in a separate Reels app, where discovery and content testing would be even more crucial.
Meta has also invested in video editing tools to strengthen its short-form content ecosystem. The company recently launched “Edits,” a mobile video editing app designed to compete with TikTok’s CapCut. If Reels becomes its own platform, Meta could integrate Edits directly, offering creators a seamless workflow from production to distribution.
Meta’s Track Record with Standalone Apps
If Meta moves forward with a dedicated Reels app, it will be the latest in a series of attempts to separate key features into standalone experiences. Some of these efforts have worked—such as Facebook Messenger, which became an independent app in 2014 and remains widely used today. Others, like Instagram TV (IGTV), struggled to find an audience and were eventually folded back into Instagram.
Internally, Meta has acknowledged its past miscalculations. In a leaked internal meeting, Mark Zuckerberg admitted that the company was slow to react to TikTok’s rise. “When I look back on TikTok, I think part of the reason why we were slow to it is because we didn’t think TikTok was social. We looked at it and we thought, ‘Oh, this is like, a little more like YouTube.’”
Meta has since prioritized short-form video, but whether users will embrace a standalone Reels app remains an open question.
What a Standalone Reels App Means for Users and Advertisers
For creators, a separate Reels app could offer new opportunities. A dedicated platform would likely include better content discovery, personalized recommendations, and improved monetization tools.
However, it also introduces risks. Right now, Reels benefits from being embedded inside Instagram, where users naturally stumble upon short-form videos while scrolling through photos, Stories, and other content. If Reels is moved to its own app, it could lose casual engagement from Instagram users who aren’t specifically looking for short-form content.
For advertisers, the potential benefits are more straightforward. A separate Reels app would allow Meta to introduce new ad formats tailored specifically for short-form video.
This could mean better placement, improved audience targeting, and more direct competition with TikTok’s advertising model. However, it could also complicate Meta’s ad ecosystem by creating another platform that brands need to manage separately.
The Risks of Separating Reels from Instagram
The biggest question is whether users will actually download and engage with a standalone Reels app. Unlike TikTok, which built its user base as an independent platform, Reels has always been part of a larger Instagram experience. Moving it into a separate app could risk losing users who are unwilling to switch between platforms.
One of the reasons IGTV failed was its lack of organic engagement. If Reels follows the same path and struggles to attract new users outside of Instagram’s existing ecosystem, the app could quickly fade. Meta will need to ensure that a standalone Reels experience offers something distinct from its TikTok competitor while still maintaining ties to Instagram.
Meta’s latest moves in short-form video suggest that the company is betting big on Reels. But whether a separate app is the right approach—or whether it risks becoming another IGTV—will depend on how well Meta executes the transition.
