Meta Considers Standalone App for Reels Feature

On Mar 10, 2025

Meta, the parent company of Instagram, is reportedly exploring the possibility of spinning off Instagram’s short-form video feature, Reels, into a dedicated standalone app.

This move could reshape the social media landscape and enhance Meta’s position in the ongoing rivalry with TikTok.

Launched in 2020, Reels has become a key feature within Instagram, allowing the platform to compete with TikTok’s dominance in short-form video content.

However, while Reels has achieved moderate success, it has struggled to replicate TikTok’s cultural influence and algorithmic precision.

A standalone app could offer a streamlined user experience focused entirely on short video content, similar to TikTok, potentially giving Reels an independent identity and attracting new users.

According to reports, this decision comes at a critical time. TikTok continues to grow despite regulatory scrutiny and bans in certain regions, while Instagram has faced criticism for a cluttered interface that has shifted away from its original photo-sharing roots.

A separate Reels app could address these issues by offering an interface centered on short videos, advanced editing tools, and features like a personalised “For You” page.

However, Meta’s history with standalone apps raises questions about this potential move. For example, its IGTV app, launched in 2018, was eventually folded back into Instagram due to lackluster performance.

Similarly, Threads, Meta’s attempt to rival X (formerly Twitter), saw early traction but struggled to sustain user engagement over time.

Meta has not confirmed plans to move forward with a standalone Reels app, emphasising that the idea remains in the exploratory phase.

If implemented, this decision could mark a significant shift in Meta’s strategy, signaling a new era in the competition for short-form video dominance — where such content may become a platform’s main focus rather than just a feature.