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Investing.com-- Instagram is exploring the launch of a dedicated app for its short-form video feature, Reels, Instagram chief Adam Mosseri told staff this week, The Information reported citing a person who heard the remarks.
The potential app would mirror TikTok’s scrolling video experience and represents Instagram’s most aggressive push yet to capture TikTok users, particularly as the Chinese-owned platform faces ongoing regulatory uncertainty in the U.S., the report stated.
The effort is part of Meta Platforms Inc’s (NASDAQ:META) broader initiative, Project Ray, aimed at improving video recommendations and boosting engagement with longer Reels, according to The Information.
Meta has increasingly prioritized video, with Reels playing a central role in user engagement and advertising growth. The company has also sought to lure TikTok creators by offering substantial financial incentives for exclusive content, the report said.
Meta previously found success spinning off standalone apps, such as Messenger and Threads. A Reels app could provide additional video-editing tools, including features from Meta’s recently announced editing app, Edits, according to the report.
Instagram has benefited from TikTok bans in markets like India, where Reels usage surged following TikTok’s 2020 exit. With TikTok’s future in the U.S. still uncertain, Meta appears poised to capitalize on any potential disruption, The Information reported.