# Instagram Could also be Exploring a Separate Reels App

Would Instagram Reels work in a separate app?

That’s apparently what Instagram is at the moment weighing, in accordance with a brand new report from The Data, which means that Instagram chief Adam Mosseri not too long ago floated the idea of a separate Reels app to IG employees.

As per The Data:

“Instagram is contemplating launching a stand-alone app for its short-form–video function, Reels, Instagram chief Adam Mosseri instructed employees this week, in accordance with an individual who heard the remarks.”

A standalone Reels app can be a extra direct reproduction of TikTok, opening to a full-screen, scrolling show of short-form movies. And with Reels not too long ago being prolonged to three minutes, there could possibly be a wide range of content material, sufficient to probably justify a separate Reels app.

And people longer Reels are a key consideration on this new strategy:

“Instagram’s efforts to tackle TikTok are a part of an initiative code-named ‘Mission Ray’, which incorporates bettering suggestions for brand new customers and other people within the U.S. in addition to distributing extra three-minute-long movies, in accordance with the particular person.”

Extra content material in a devoted Reels feed, which might hold customers engaged for longer, probably in their very own app. It’s an fascinating idea, although that might even be a big step in taking away from Instagram itself.

Reels, throughout each Fb and IG, are Meta’s fastest-growing content material sort, and at the moment are driving over 200 billion cumulative views per day. Reels have been boosted by Meta’s shift to AI-recommended content material, with greater than 50% of the posts that you simply see in your IG feed now being funneled to you by Meta’s AI system, not from profiles that you simply’ve chosen.

Reels additionally now drive extra engagement than posts, as Mosseri himself has famous:

“Individuals are sharing to feeds much less, however to tales extra and (even images and movies) in messages much more nonetheless.”

As such, taking Reels out of IG, or giving individuals an alternate, Reels-only app, could possibly be a devastating blow for Instagram, which is probably going an excessive amount of of a danger for Meta to really undertake.

I imply, it does make sense, and as The Data notes, that might be according to Meta’s push to deal with TikTok head on, because it continues to battle its personal expulsion from the U.S.

However I can’t see Meta giving up on Instagram like this, and even taking the danger of such by making a separate Reels app.

I additionally don’t see how that might drive extra engagement, as you’d simply be cannibalizing Instagram’s viewers. So that you may find yourself with 700 million individuals utilizing the brand new Reels app, however with out Reels as a key focus in the primary app, I can’t think about individuals will hold opening each frequently.

Possibly they’ll, and possibly, like Fb, the view is that IG is now so embedded in our day-to-day connective course of that individuals will hold opening the app anyway, even when they do find yourself spending extra time on this new platform.

Nonetheless, it appears dangerous, and once more, given the significance to Reels to IG, I don’t see why Meta would do it, until it was trying to push this new app in markets the place TikTok is both not accessible, or Instagram isn’t widespread.

That might be fairly just a few areas, and that could possibly be the place Meta’s wanting. However as a wholesale IG various, devoted solely to Reels, it will be a dangerous guess.

We’ll discover out quickly, with Meta reportedly exploring the choice internally.