Meta is exploring the possibility of launching Instagram Reels as a standalone app, according to an anonymous source who overheard Instagram head Adam Mosseri discussing the initiative with staff.

The project, reportedly code-named "Project Ray," aims to enhance content recommendations for both new and existing US users, with a focus on three-minute videos. This move comes as Instagram's current feed has become increasingly cluttered with photos, Reels, and Stories.

This initiative follows Meta's recent launch of Edits, a video editing app designed to compete with ByteDance's CapCut. The company has been actively investing in short-form video content, offering substantial creator bonuses ranging from $10,000 to $50,000 for Reels exclusivity.

This isn't Meta's first venture into standalone short-form video apps. In 2018, the company launched Lasso, which was discontinued after two years when Instagram shifted its focus to Reels.

The timing is strategic, as TikTok has experienced a 5% decline in users during Q4 2024, while platforms like YouTube Shorts and Instagram Reels continue to gain traction among younger demographics. Separating Reels into its own app could allow Instagram to refocus on its photo-sharing roots while maintaining a strong presence in the short-form video market.

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