Is Instagram planning a separate Reels app? (and what this actually means for your brand)

Oh hello there, plot twist! Instagram might be planning to give Reels its own dedicated app. Because apparently we all need ANOTHER app to check obsessively throughout the day, right? 🙃

According to a recent report from The Information, Instagram chief Adam Mosseri floated this idea to staff recently. The concept? A standalone Reels app that would open directly to a full-screen, scrolling feed of short-form videos – essentially becoming an even more direct TikTok competitor than it already is.

What’s Actually Happening

This potential move is reportedly part of something Meta is calling “Project Ray” (very spy-movie, I approve). The project aims to:

• Improve content recommendations for new users
• Better target US audiences
• Push more of those newly extended 3-minute Reels

For context: Reels are currently Meta’s fastest-growing content type across both Instagram and Facebook, generating over 200 BILLION views daily. That’s billion with a B. Not too shabby for a feature that started as a shameless TikTok clone!

But… Why Though?

The big question is: why would Instagram consider removing one of its most successful features from the main app?

Well, according to Mosseri himself, “People are sharing to feeds less, but to stories more and (even photos and videos) in messages even more still.”

Translation: The traditional Instagram feed – you know, the thing the entire platform was built on – is becoming less relevant as users focus more on Stories, DMs, and yes, Reels.

Last week I was scrolling through Instagram while dog-sitting Churros, and I realized I had watched about 15 Reels before seeing a single traditional post from someone I actually follow. The algorithm has spoken, and it’s speaking in 15-second dance challenges.

What This Actually Means For Your Brand

Before you panic and completely overhaul your Instagram strategy, let’s talk about what this ACTUALLY means for businesses:

1. This is still hypothetical Meta is just “exploring” this option internally. Many ideas get explored at tech companies that never see the light of day. Remember when Instagram tested removing likes? Or when they briefly made the timeline horizontal? (That disaster lasted approximately 17 minutes before they reversed course after the internet collectively lost its mind.)
2. It’s a risky move for Meta Taking Reels out of Instagram would be like removing fries from McDonald’s menu. Sure, you could sell them separately, but you’re potentially destroying what makes the original product work. With over 50% of content in IG feeds now being AI-recommended Reels, removing them could devastate the main app.
3. It could actually benefit creators A dedicated Reels app might create more opportunities for visibility if you’re creating short-form video content. Without having to compete with photos and Stories within the same app, video creators might find it easier to gain traction.
4. The TikTok battle continues This move would directly position Meta to compete even more aggressively with TikTok, which continues to face potential bans in the US. If TikTok does get banned (still a big if), Meta wants to be positioned to scoop up all those content creators and viewers.

What Should You Do About It?

Honestly? Nothing different… yet.

The smartest approach is to:

• Continue creating Reels as part of your content mix
• Watch for official announcements (not rumours)
• Focus on creating content that works across platforms anyway

I had a client panic-message me at 11pm last night about this news, worried that all her Reels strategy work was about to become useless. I reminded her that good content is good content, regardless of which app it lives in.

Remember when everyone thought Instagram Stories would fail because it was just a Snapchat clone? Now Stories are used by over 500 million people daily. The platform may change, but the principles of good content remain the same.

My Take

I’ll be honest – I’m skeptical this will happen exactly as reported. Taking Reels completely out of Instagram seems too risky, even for a company as experimentally-minded as Meta.

What seems more likely is either:

• A companion app that lets you view Reels while still keeping them in the main app (similar to how Facebook Messenger works alongside Facebook)
• A separate app targeted at regions where Instagram isn’t popular but TikTok is gaining ground

Either way, this is a clear signal that short-form video isn’t going anywhere. If you’ve been resisting adding video to your content strategy, consider this your official nudge to reconsider.

I’ll be keeping an eye on this story and will update you if Instagram makes any official announcements. In the meantime, keep creating content that connects with your audience – regardless of which app they’re viewing it in.

What do you think about a potential standalone Reels app? Would you use it? Contact me and let me know your thoughts!