Instagram might release a standalone Reels app to rival TikTok

The Information stated that Meta is considering releasing a standalone app for short-form videos, citing an anonymous insider who overheard Instagram CEO Adam Mosseri discussing the topic with employees.

According to the article, the endeavour, codenamed endeavour Ray, intends to improve suggestions for new and existing users in the United States, as well as showcase more three-minute movies.

Last month, the business unveiled Edits, a video editing tool that will compete with CapCut (owned by TikTok parent company ByteDance), with the goal of capitalising on TikTok and ByteDance's unclear future in the United States.

Instagram's feed currently contains a combination of photographs, videos (Reels), and Stories. However, many users believe the app has gotten bloated because it now mainly incorporates videos and has strayed from its original purpose as a photo-sharing platform. If the business spins out Reels as a distinct app for short-form videos, it may provide an opportunity for Instagram to promote other capabilities.

Instagram began paying artists earlier this year for promoting the app on other platforms such as TikTok, Snapchat, and YouTube. It has also apparently begun giving significant compensation to creators who post only on Reels.