Jakarta, INTI – Meta is reportedly considering separating the Reels feature from Instagram and turning it into a standalone app. This move is seen as Meta’s attempt to strengthen its position in the competition against TikTok, particularly in the United States market.
According to The Information via TechCrunch, this news first surfaced after an anonymous source revealed that Instagram Head Adam Mosseri discussed this project with his staff. The project, codenamed Project Ray, aims to enhance user experience—both for new and existing users—by offering better recommendations and more videos of up to three minutes in length.
Reasons for Separating Reels from Instagram
Currently, Instagram features a mix of various content formats, including photos, short videos (Reels), and Stories. However, many users feel that the platform has lost its original identity as a photo-sharing app and has become overwhelmed with videos. By making Reels a separate application, Instagram can refocus on its core features while Meta strengthens its competition in the short-video sector.
Meta has not yet provided an official response to this report. However, this move aligns with its strategy to capitalize on the uncertainty surrounding TikTok in the United States. The U.S. government is still considering restrictions on the ByteDance-owned app, giving Meta an opportunity to attract more users to its platform.
Meta’s Steps in the Short-Video and AI Markets
In addition to the plan to separate Reels, Meta also launched a video editing app called Edits in January. This application is said to be a competitor to CapCut, which is owned by ByteDance, TikTok’s parent company.
Meta has previously attempted to introduce a video-sharing app. In 2018, the company launched Lasso as a TikTok competitor, but the app was eventually shut down due to a lack of user engagement.
Beyond short videos, Meta is also developing artificial intelligence (AI) technology. The company plans to launch an AI application called Meta AI in the second quarter of this year. Currently, this service is available on various Meta platforms, including Instagram, Facebook, and WhatsApp. Meta is also testing a paid Meta AI service to attract more users and compete with chatbots such as OpenAI’s ChatGPT and Google’s Gemini.
Furthermore, Meta plans to hold its first AI developer conference, LlamaCon, at the end of April. This conference will serve as a platform for developers to explore the open-source AI ecosystem that Meta has released.
Conclusion
Making Reels a standalone app could be a significant strategy for Meta in competing with TikTok. This move allows Meta to provide a more focused experience for users who prefer short-form video content while enabling Instagram to return to its roots as a photo-sharing platform. With its expansion into AI technology, Meta appears increasingly serious about strengthening its dominance in the digital landscape.
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