Published on February 27th, 2025
Could Instagram Reels Function as a Standalone App?
Instagram may be considering a major shift in how users experience short-form video content.
According to a new report from The Information, Instagram chief Adam Mosseri recently proposed the idea of launching a separate app exclusively for Reels.
If this move materializes, it would signal Meta’s attempt to compete more directly with TikTok by providing an independent, full-screen, short-form video experience.
What We Know About Instagram’s Standalone Reels App
As per The Information, Mosseri discussed the concept of a dedicated Reels app with Instagram employees:
“Instagram is considering launching a stand-alone app for its short-form–video feature, Reels, Instagram chief Adam Mosseri told staff this week, according to a person who heard the remarks.”
If implemented, this would mean Reels content—currently integrated within Instagram—could shift to an independent platform, similar to TikTok’s interface. The app would likely offer:
- A seamless scrolling experience focused entirely on short-form videos.
- Enhanced AI-powered content recommendations.
- The ability to post and engage exclusively within the Reels ecosystem.
Read More: Instagram Tests Dislike Button For Comments
Why Meta Might Be Considering a Separate Reels App
A significant factor behind this potential move is the growing importance of Reels in Meta’s ecosystem. Reels, available on both Facebook and Instagram, is currently the fastest-growing content type on Meta’s platforms, generating over 200 billion views daily.
Additionally, Meta has been evolving its AI-driven content recommendations. More than 50% of the posts users see on Instagram are now AI-recommended rather than coming from accounts they follow. Given this trend, an independent Reels app could offer:
- Better engagement tracking: With Reels dominating user activity, a dedicated app might allow Meta to refine its recommendation algorithms more effectively.
- Targeted expansion in specific markets: In regions where TikTok faces regulatory restrictions, Meta could position Reels as a primary alternative.
- A competitive edge against TikTok: Creating a standalone app would establish Reels as a direct TikTok competitor, reinforcing Meta’s long-term short-form video strategy.
The Risks of Separating Reels from Instagram
While the idea of an independent Reels app has potential, it also comes with notable risks. Reels currently drive significant engagement on Instagram, often outperforming traditional posts. Adam Mosseri has acknowledged this trend:
“People are sharing to feeds less, but to stories more and (even photos and videos) in messages even more still.”
This suggests that shifting Reels to a separate app might negatively impact Instagram’s core experience. Some potential drawbacks include:
- User fragmentation: If users need to switch between apps for different types of content, engagement on Instagram might decline.
- Content redundancy: Meta may struggle to balance content between the new Reels app and Instagram, leading to possible user frustration.
- Brand dilution: Instagram has become synonymous with Reels. Moving it to another platform could weaken Instagram’s value proposition.
Could This Move Be Market-Specific?
One plausible scenario is that Meta is testing the feasibility of a separate Reels app in certain markets, particularly where TikTok is banned or less dominant.
Countries with restrictions on TikTok—such as India—could serve as a launchpad for the app’s success.
If the move is strategic rather than global, it could help Meta:
- Capture TikTok’s displaced user base.
- Test new features without disrupting Instagram’s ecosystem.
- Offer alternative monetization opportunities for creators in these regions.
Read More: Instagram Introduces Teen Accounts In India With New Safety Features
What’s Next for Instagram Reels?
While Meta has not officially confirmed the development of a standalone Reels app, the internal discussions suggest that the company is seriously considering the idea. Given Meta’s history of experimenting with different platform integrations, we may soon see:
- Beta testing of the Reels app in select markets.
- Enhanced Reels monetization features to attract creators.
- Further AI-driven improvements in content recommendations.
Final Thoughts: Will a Separate Reels App Succeed?
Launching a standalone Reels app is a bold but risky move. While it could provide Meta with a new avenue to challenge TikTok, the potential drawbacks—such as user fragmentation and engagement shifts—could outweigh the benefits.
Unless Meta can ensure that both Instagram and the Reels app remain highly engaging, separating Reels might not be the best long-term strategy.
For now, Instagram users should stay tuned for official updates from Meta. Whether the company decides to launch a new app or continue integrating Reels within Instagram, one thing is clear: short-form video content is here to stay, and Meta is determined to dominate the space.
