Instagram is reportedly exploring the idea of launching Reels, its short-form video feature, as a separate app amid ongoing uncertainty over the future of TikTok in the US.
According to sources, which cited a source familiar with the discussion, Instagram head Adam Mosseri informed employees about the possible move this week. Meta, Instagram’s parent company, has yet to respond to a request for comment from the media.
In January, former US President Donald Trump granted TikTok a 75-day extension to comply with a law signed by then-President Joe Biden, requiring the platform to either be sold or banned. At the time, Trump suggested a potential joint venture, proposing a 50-50 partnership between the US and TikTok’s Chinese owner, ByteDance, though he provided no further details on how this would be structured.
The Biden administration has raised concerns that TikTok, which has 170 million US users, could be exploited by China for surveillance and political influence. However, critics of a ban argue that restricting the platform would violate free speech rights.
Meta previously attempted to compete with TikTok by launching a standalone app called Lasso in 2018, but it was later discontinued.
The potential separation of Reels into its own app signifies Meta’s recognition of the growing demand for short-form video content and the opportunity to capture a larger share of this market, especially given TikTok’s legal challenges in the U.S. By offering Reels as a dedicated platform, Meta could provide a more focused user experience, potentially attracting users seeking alternatives to TikTok.
However, this move also carries risks. Meta’s previous attempt with the standalone app Lasso failed to gain traction and was eventually discontinued.
Success will depend on Reels’ ability to differentiate itself and offer unique features that resonate with users.
Concurrently, TikTok faces significant challenges in the U.S. The Protecting Americans from Foreign Adversary Controlled Applications Act (PAFACA) mandated that ByteDance divest from TikTok or face a ban. After legal battles, the Supreme Court upheld the law, leading to TikTok suspending its services in the U.S. on January 18, 2025. However, upon President Trump’s inauguration, an executive order granted a 75-day extension, allowing TikTok to seek a U.S. buyer to comply with the law.
