New Leaks Reveal Instagram’s Plan to Compete with TikTok
Instagram is reportedly working on a dedicated app for its short-form video feature, Reels. This development comes as TikTok faces increasing regulatory pressure in the United States. If TikTok’s parent company, ByteDance, fails to comply with U.S. government demands, the popular Chinese-owned platform may face a potential ban. Let's dive into the details.
According to a report by The Information, Instagram head Adam Mosseri has informed company staff about a new project focused on Reels. Internally named “Project Ray,” this new standalone app is expected to offer a TikTok-like experience with vertically scrolling videos. It may also allow users to upload videos up to three minutes long, expanding beyond Instagram Reels’ current time limit.
The primary goal behind this move is to improve content recommendations for both new and existing users, making the app more engaging and competitive. This aligns with Meta’s broader strategy to strengthen its position in the short-video space, which TikTok currently dominates.
The speculation around a separate Reels app coincides with TikTok’s ongoing regulatory battle in the U.S. The platform was initially banned but later received a temporary extension of 75 days, allowing it to operate until April 5, 2025. However, with the deadline approaching, TikTok’s future remains uncertain.
Reports suggest that ByteDance is in talks with the new Donald Trump administration, exploring options to sell a significant stake to a U.S.-based company. If successful, this move could help TikTok continue operating in the American market without restrictions.
If the standalone Reels app becomes a reality, it will mark Instagram’s second major app launch in 2025. Just last month, the company introduced the Edits App, a powerful mobile video editing tool. Unlike Instagram’s built-in editing features, Edits App offers more advanced tools, higher precision, and greater creative flexibility.
Currently available for iOS users only, the app provides features such as:
With TikTok facing potential hurdles, Meta sees an opportunity to attract short-video creators to its platform. A separate Reels app could help Instagram gain an edge in the competition, offering users a more refined video experience while keeping them within the Meta ecosystem.
However, Instagram has not officially confirmed these plans yet. If the rumors hold true, Project Ray could be a game-changer in the short-form video space, posing a significant challenge to TikTok. Stay tuned for further updates!
