Instagram is reportedly exploring the launch of a standalone app dedicated to its short-form video feature, Reels.

This initiative, discussed by Instagram chief Adam Mosseri with staff, aims to capitalize on the uncertain status of TikTok in the United States and offer users a similar video-scrolling experience.

The potential development of a separate Reels app reflects Meta’s strategic efforts to strengthen its position in the short-form video market, especially as TikTok faces regulatory challenges in the U.S.

By providing a dedicated platform for Reels, Instagram seeks to attract users seeking alternatives to TikTok, thereby expanding its user base and engagement.

Previous endeavors

This move is reminiscent of Meta’s earlier attempt with Lasso, a standalone video-sharing app launched in 2018 to compete with TikTok.

Despite its shutdown due to limited traction, Meta continues to innovate in the video content space.

In January 2025, the company announced ‘Edits’, a comprehensive video-editing app designed to rival TikTok’s CapCut.

Edits offers a suite of creative tools, including a high-quality camera, inspiration tabs, and collaborative features, positioning it as a robust resource for content creators.

The introduction of a standalone Reels app could significantly impact the social media ecosystem, providing creators and users with more platforms to share and engage with short-form video content.

As TikTok’s future in the U.S. remains uncertain, Instagram’s proactive approach may reshape user preferences and platform dynamics in the realm of short-form video entertainment.