Instagram is reportedly exploring the idea of launching a separate app for Reels, signaling a potential shift in its short-form video strategy. According to The Information, Instagram chief Adam Mosseri recently discussed this possibility with employees, hinting at a new direction for video content on the platform.
A Strategic Move Amid TikTok Uncertainty
This potential move comes at a time when TikTok faces growing scrutiny in the U.S., with lawmakers raising concerns over its Chinese ownership. If the platform faces restrictions or an outright ban, Instagram could position Reels as the leading alternative, attracting millions of TikTok users looking for a new home.
Why a Separate Reels App?
Instagram has faced backlash from longtime users who feel the platform has moved away from its photo-sharing roots in favor of video. A dedicated Reels app could serve as a strategic fix, allowing Instagram to:
- Restore its original identity for photo lovers.
- Provide a focused space for video creators.
- Compete more effectively with TikTok.
However, this decision raises important questions about whether users will embrace yet another video app.
Can Instagram Succeed Where It Has Failed Before?
History hasn’t been kind to Instagram’s standalone app experiments.
- IGTV, which aimed to create a long-form video hub, failed to gain traction and was shut down.
- Lasso, a TikTok competitor, was also discontinued due to low engagement.
If Instagram launches a Reels app, it must offer something unique—not just a copy of TikTok—to avoid the same fate as IGTV and Lasso.
Will Instagram Follow Through?
There’s no official launch timeline yet, but Instagram appears to be preparing for a future where TikTok’s influence could decline. Whether this move will help Instagram dominate short-form video or become another failed experiment remains to be seen.