Meta has long been chasing dominance in the short-form video space. From acquiring Instagram to launching Lasso in 2018—a failed attempt to rival TikTok—the company has explored multiple ways to keep users engaged. Now, sources suggest Instagram is considering turning Reels into a standalone app, signalling a renewed push to capture the short-video market. Unlike its past experiments, the landscape is shifting in Meta’s favour this time. With TikTok’s uncertain regulatory status in the U.S., Meta sees a potential opportunity to attract users looking for alternatives. While Reels is integrated into Instagram, a dedicated app would allow for deeper monetisation, better content discovery, and an experience tailored exclusively to short-form video creators.
Meta has already shown interest in expanding its video ecosystem. In January, the company launched Edits, a video-editing app designed to compete with CapCut, the tool owned by TikTok’s parent company ByteDance. A separate Reels app could follow a similar strategy—offering users an independent space for content creation and engagement while still being linked to Instagram’s massive audience. While Meta has not officially confirmed the move, the company has consistently adapted its products based on shifting user behaviour and competitor threats. Whether this is a preemptive strike against TikTok’s dominance or a new approach to boosting Instagram’s engagement, separating Reels could mark a significant shift in the short-video industry.
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