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Meta is reportedly considering launching a standalone app for Instagram Reels. The move is part of an effort to enhance short-form video content and improve recommendations for users in the U.S., citing a source familiar with Instagram head Adam Mosseri’s discussions with staff.
The project, internally code-named “Project Ray,” aims to boost user engagement by featuring more three-minute videos and refining content suggestions for both new and existing users. Meta has not validated the development process in an official manner.
A separate Reels app would help Instagram to simplify its main platform by eliminating redundant content features between images, Stories, and videos. Users continue to criticize Instagram’s initial photo-sharing nature, claiming that the platform has blunted its photo identity with excessive video content.
Meta’s new strategy emerges with the launch of the video-editing app Edits to challenge CapCuts’ market supremacy, which is owned by ByteDance, the parent firm of TikTok. TikTok’s uncertain regulatory condition in the United States prompts Meta to develop a video-focused platform to capitalize on the popular app’s potential absence.
Instagram promotes Reels growth by offering incentives to producers to promote the site through social competitors such as TikTok, Snapchat, and YouTube. Reports suggest the company has even offered substantial payouts to encourage exclusive content on Reels.
