Ammon News - Meta, the parent company of Instagram, is reportedly considering launching Instagram Reels as a separate app, according to a report by The Information.

The move comes as the company seeks to enhance user experience and engagement while capitalizing on the uncertain future of TikTok in the U.S.

Project Ray: Meta’s Strategy to Strengthen Reels
The potential spinoff of Instagram Reels is reportedly part of an internal initiative code-named Project Ray.

This project aims to improve content recommendations for new and existing users in the U.S., while also expanding support for three-minute videos, the report stated, citing an unnamed source who overheard Instagram head Adam Mosseri discussing the plan with employees.

Currently, Instagram's main app features a mix of photos, Reels, and Stories, but critics argue that the platform has become cluttered, deviating from its original focus on photo-sharing.

A separate Instagram Reels app could allow Instagram to highlight its other features while giving short-form video content its own dedicated space.

Meta has not officially commented on these reports.

Instagram Reels to Compete with TikTok Amid Uncertain Future
The rumored decision to spin off Instagram Reels comes as TikTok’s presence in the U.S. remains under scrutiny.

The Biden administration had previously raised concerns over national security risks, suggesting that ByteDance, TikTok’s China-based parent company, could potentially be manipulating content or collecting user data.

Earlier this year, former U.S. President Donald Trump extended TikTok’s deadline to comply with a law requiring a sale or a ban.

He also proposed a 50-50 joint venture between U.S. stakeholders and ByteDance, though no concrete plan has been announced.

With TikTok’s fate hanging in the balance, Meta sees an opportunity to strengthen its position in the short-form video market.

The company has already been offering financial incentives to creators to promote Instagram Reels on other platforms like TikTok, Snapchat, and YouTube, and is reportedly paying top influencers to post content exclusively on Reels. The Economic Times