Instagram is exploring the possibility of launching a separate app dedicated to its short-form video feature, Reels. This move aims to capitalize on the current uncertainty surrounding TikTok’s status in the United States. Instagram head Adam Mosseri discussed this potential development with staff, as reported by The Information.
What is Project Ray?
The initiative, internally referred to as Project Ray, seeks to improve content recommendations for both new and existing users in the U.S. Additionally, the project plans to increase the availability of three-minute Reels videos, offering creators more flexibility in their content.
This isn’t Meta’s first attempt to rival TikTok. The company previously launched Lasso, a standalone video-sharing app, in 2018, but it was discontinued due to lack of traction. More recently, Meta introduced Edits, a video-editing app targeting users of CapCut, a popular app from TikTok’s parent company, ByteDance.
Potential impact on creators and users
For creators, a standalone Reels app could mean a more focused platform for short-form content, potentially leading to better engagement and monetization opportunities. Users might benefit from a streamlined experience tailored specifically to short videos, without the clutter of other Instagram features. However, it’s uncertain how this move would affect the integration of Reels within the main Instagram app. Would Reels remain a feature within Instagram, or would it transition entirely to the new app?
As TikTok, with 170 million U.S. users, is facing a potential ban due to national security concerns, competitors like Instagram are working double time to attract users seeking alternative platforms for short-form video content.
While Instagram considers spinning off Reels into a standalone app, creators and users alike should stay informed about these developments. Such a move could reshape the short-form video landscape, offering new opportunities and challenges within the creator economy.