Is Instagram Reels Getting Its Own App? Here’s What It Means for Creators and Brands

Instagram is shaking things up again—this time, by potentially launching Reels as a standalone app. If you’re thinking, Wait…isn’t that just TikTok?—you’re not alone. But Meta’s move signals a major shift in how they plan to compete in the short-form video space.

With TikTok facing potential bans in the U.S. and Instagram’s main app feeling cluttered, a separate Reels app could change the game for creators and brands. Let’s break down what this means, why Meta might be doing it, and how you can prepare for the shift.

The TikTok Factor

TikTok is still the dominant force in short-form video, but its future in the U.S. is uncertain. With increasing government scrutiny and talks of a ban, Instagram sees an opportunity to position Reels as the go-to alternative.

A standalone Reels app could attract TikTok users looking for a stable home—especially creators who rely on short-form video for their income.

Cleaning Up the Instagram Experience

Let’s be honest—Instagram has become a bit of everything: photos, Stories, Reels, shopping, DMs, ads… the list goes on. Splitting Reels into its own app could declutter Instagram and bring back its original focus on visual storytelling.

For users who just want to scroll through aesthetic feeds without feeling like they’re on TikTok 2.0, this could be a win.

A Better Algorithm & Longer Videos

Reports suggest that the new app—internally dubbed “Project Ray”—could extend Reels’ video length up to three minutes and improve content recommendations.

This aligns with TikTok’s recent push toward longer videos. If Instagram plays it right, Reels could become a serious competitor rather than just an embedded feature inside a larger app.

So, should you start prepping for yet another app? Here’s what a Reels spinoff could mean for your content strategy:

More Organic Reach for Early Adopters

New platforms (or major feature launches) always favor early adopters. If Instagram rolls out a separate Reels app, expect boosted reach for those who jump on it first.

What to do: If you’re already creating Reels, be ready to test the new app early. The algorithm will likely reward fresh, engaging content to establish user retention.

A More Engaged, Video-First Audience

Right now, Instagram serves a mix of audiences—photo lovers, casual scrollers, and video fans. A separate Reels app would likely attract users who are there specifically for short-form video.

What to do: If you’re a brand, start thinking beyond product showcases. Instead, lean into storytelling, education, and community-building—the types of content that thrive on TikTok and YouTube Shorts.

Potential Ad & Monetization Shifts

If Reels gets its own app, expect new ad formats and monetization tools for creators. Meta has been testing bonuses for Reels, but a dedicated app could bring even more opportunities for paid partnerships and branded content.

What to do: Brands should prepare to invest in Reels-specific ad campaigns. If the app launches, it could become a hot space for influencer marketing—just like TikTok did.

For creators and brands, this isn’t a disruption—it’s an opportunity. If the new app happens, those who adapt early will benefit from increased reach, engagement, and monetization opportunities.

So, should you panic? No. But should you be ready to shift strategies if this launches? Absolutely.