Would Instagram Reels work in a separate app?

That’s apparently what Instagram is at the moment weighing, in line with a brand new report from The Data, which means that Instagram chief Adam Mosseri just lately floated the idea of a separate Reels app to IG workers.

As per The Data:

“Instagram is contemplating launching a stand-alone app for its short-form–video characteristic, Reels, Instagram chief Adam Mosseri informed workers this week, in line with an individual who heard the remarks.”

A standalone Reels app can be a extra direct duplicate of TikTok, opening to a full-screen, scrolling show of short-form movies. And with Reels just lately being prolonged to three minutes, there might be a wide range of content material, sufficient to doubtlessly justify a separate Reels app.

And people longer Reels are a key consideration on this new strategy:

“Instagram’s efforts to tackle TikTok are a part of an initiative code-named ‘Venture Ray’, which incorporates bettering suggestions for brand new customers and folks within the U.S. in addition to distributing extra three-minute-long movies, in line with the individual.”

Extra content material in a devoted Reels feed, which might maintain customers engaged for longer, doubtlessly in their very own app. It’s an fascinating idea, although that will even be a major step in taking away from Instagram itself.

Reels, throughout each Fb and IG, are Meta’s fastest-growing content material sort, and at the moment are driving over 200 billion cumulative views per day. Reels have been boosted by Meta’s shift to AI-recommended content material, with greater than 50% of the posts that you just see in your IG feed now being funneled to you by Meta’s AI system, not from profiles that you just’ve chosen.

Reels additionally now drive extra engagement than posts, as Mosseri himself has famous:

“Individuals are sharing to feeds much less, however to tales extra and (even images and movies) in messages much more nonetheless.”

As such, taking Reels out of IG, or giving folks another, Reels-only app, might be a devastating blow for Instagram, which is probably going an excessive amount of of a danger for Meta to really undertake.

I imply, it does make sense, and as The Data notes, that will be in step with Meta’s push to deal with TikTok head on, because it continues to battle its personal expulsion from the U.S.

However I can’t see Meta giving up on Instagram like this, and even taking the chance of such by making a separate Reels app.

I additionally don’t see how that will drive extra engagement, as you’d simply be cannibalizing Instagram’s viewers. So that you would possibly find yourself with 700 million folks utilizing the brand new Reels app, however with out Reels as a key focus in the principle app, I can’t think about folks will maintain opening each frequently.

Possibly they may, and possibly, like Fb, the view is that IG is now so embedded in our day-to-day connective course of that individuals will maintain opening the app anyway, even when they do find yourself spending extra time on this new platform.

Nonetheless, it appears dangerous, and once more, given the significance to Reels to IG, I don’t see why Meta would do it, except it was seeking to push this new app in markets the place TikTok is both not accessible, or Instagram isn’t standard.

That may be fairly a number of areas, and that might be the place Meta’s wanting. However as a wholesale IG various, devoted solely to Reels, it will be a dangerous guess.

We’ll discover out quickly, with Meta reportedly exploring the choice internally.