Instagram, owned by Meta, is contemplating launching a standalone app for its short-form videos, Reels, to better compete in the market currently dominated by TikTok.
Instagram May Launch Standalone Reels
According to Instagram chief Adam Mosseri, there is a plan to launch a standalone Reels app. This move aims to capture a larger share of the short-form video market amid the uncertain future of TikTok in the US.
Meta’s Historical Rivalry with ByteDance
In January 2025, Meta unveiled a new video editing app 'Edits,' aimed at competing with ByteDance's CapCut. It is set to be released on March 13, 2025.
Meta's Previous Video App Attempts
Previously in 2018, Meta launched the Lasso app which ultimately shut down in 2020 due to low traction. Analysts believe a standalone Reels app has a better chance to succeed, leveraging Instagram's significant user base.
Meta is actively exploring opportunities beyond its main Instagram platform to secure a stronger position in the short-form video arena. The anticipated rollout of a new Reels app aligns with a pivotal time for TikTok, and Meta is ready to capitalize on competitor instability.
