Meta is exploring the possibility of launching Instagram Reels as a standalone app, according to an anonymous source who overheard Instagram head Adam Mosseri discussing the initiative with staff.

The project, reportedly code-named "Project Ray," aims to enhance content recommendations for both new and existing US users, with a focus on three-minute videos. This move comes as Instagram's current feed has become increasingly crowded with photos, Reels, and Stories, leading to user complaints about the platform straying from its photo-sharing roots.

This isn't Meta's first attempt at a standalone short-form video app. In 2018, the company launched Lasso, which was discontinued after two years when Instagram shifted its focus to Reels. The company recently announced a video editing app called Edits to compete with ByteDance's CapCut.

To boost Reels' popularity, Instagram has been offering significant financial incentives to creators, with reported bonuses ranging from $10,000 to $50,000 for exclusive content. This strategy appears to be working, as recent data shows TikTok experiencing a 5% decline in users during Q4 2024, while platforms like YouTube Shorts and Instagram Reels continue to gain traction among younger audiences.

The potential spin-off could allow Instagram to refocus on its core photo-sharing features while developing a dedicated platform for short-form video content, potentially capturing more market share in the increasingly competitive social media landscape.

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