Meta is mulling launching a standalone app for short-form videos, The Information reported, citing an anonymous source who heard Instagram head Adam Mosseri talking about the project to staff.
The project is reportedly code-named Project Ray that aims to improve recommendations for new users and existing users in the U.S., and feature more three-minute videos, the report cited the source as saying.
Meta did not immediately respond to a request for comment.
Last month, the company announced a video editing app called Edits to compete with CapCut (owned by TikTok parent company ByteDance), as it aimed to capitalize on TikTok and ByteDance’s uncertain future in the U.S.
Currently, Instagram’s feed is a mix of photos, videos (Reels), and Stories. However, many users feel the app has become cluttered because it heavily features videos, and is no longer sticking to its roots as a photo-sharing app. If the company spins Reels out into a standalone app for short-form videos, it could create an opportunity for Instagram to highlight its other features.
Earlier this year, Instagram started paying creators to promote Instagram on other platforms like TikTok, Snapchat, and YouTube. It has reportedly also started offering big money to creators to post exclusively on Reels.
