Instagram Considers Launching Separate Apps For Reels

Reels, as part of Instagram, remains globally available without significant regulatory barriers (photo: dock. meta)

JAKARTA - Instagram is reportedly considering launching a separate app specifically for its short video feature, Reels. This was revealed by the Head of Instagram, Adam Mosseri, to his staff this week. This was revealed according to The Information report on Wednesday 26 February.

This move is referred to as Meta's attempt, Instagram's parent company, to take advantage of TikTok's uncertainty in the United States and offer a video viewing experience similar to ByteDance's platform.

Until now, Meta has not made official comments regarding the report. However, the company seems to be increasingly aggressive in strengthening its dominance in the short video market.

In January 2025, Meta also announced the launch of a new video editing app called Edits, which appears to be aiming to attract user of a similar app, CapCut, which is owned by ByteDance.

Previously, Meta had tried to launch a separate video sharing app called Lasso in 2018 to compete with TikTok. However, the app failed to get many users and was eventually discontinued.

If the separate app plans for Reels are really realized, this could be Meta's big strategy to strengthen its position in fierce competition in the world of short video.

Because Reels and TikTok will go straight to head-to-head in the app market, where Meta's app will gain some advantages.

Instagram Reels and TikTok have similar features in terms of short videos, but Reels has some advantages over TikTok, especially for users who are already active in the Meta ecosystem. Here are some of the advantages of Reels over TikTok:

Reels is directly connected to Instagram and Facebook, making it easier for users to share content with a wider audience without the need to build new followers on other platforms.

Reels not only appears on Instagram, but can also be shared with Facebook. This gives greater potential to reach users on both platforms without having to re-upload content.

Meta has introduced Reels monetization programs such as Reels Play Bonus and ads on Reels. With a wide Meta ad base, creators can earn more stable income than TikTok, which is still looking for the best monetization format outside sponsorship and TikTok Creator Fund.

TikTok is known for its more trend-based "For You Page" algorithm and virality, while Reels still maintains a focus on interactions with friends and accounts being followed, making it more relevant for users who want to build social relations-based communities.

Reels takes advantage of various editing features that are already available on Instagram, including AR filters, camera effects, and easy-to-use video editing, without the need for additional applications such as CapCut which is often used by TikTok users.

TikTok often faces data security issues in Western countries, especially the United States. Meta, as a US-based company, has an advantage in terms of government and regulatory trust in the region, which could benefit Reels if TikTok is increasingly restricted.

TikTok has been banned in several countries such as India, which is one of its biggest markets. Reels, as part of Instagram, remains globally available without significant regulatory hurdles.