Instagram is working on a separate app for Reels, trying to compete more aggressively with TikTok. Meta is banking on TikTok’s uncertain future and trying to capture users looking for a new short-form video platform. But let’s be honest—do people really want yet another app?

We’ve seen Meta try and fail at this before (RIP Lasso), and with Instagram’s existing Reels struggling to match TikTok’s organic reach, it’s hard to say if this will actually take off. Here’s what’s happening, what it means for brands, and how to prepare in case this actually works.

What’s Happening?

Instagram’s head has hinted at developing a standalone Reels app. Meta has been throwing money at creators and testing new tools, trying to position itself as a TikTok alternative.

• A new Reels app is in the works: Instagram wants to make short-form video its own platform instead of keeping it inside the main app.
• Meta is paying creators big money: Some influencers are getting $10,000 to $50,000 per month to post exclusively on Reels.
• New features are being tested: Instagram is experimenting with friend activity tracking and better video controls.
• This isn’t Meta’s first TikTok copy attempt. Lasso failed. Threads hasn’t taken off. Will this be any different?

This could be a great opportunity—or just another Meta flop.

How It Affects You

For businesses, this is both an opportunity and a headache. A new platform could mean more reach, but it also means another algorithm to learn and another app to manage.

• Short-form video isn’t new: Brands already make Reels, TikToks, and YouTube Shorts. Will this really change the game?
• Users may not want another app: Look at Instagram Threads—how often do you actually open it on purpose?
• Could this pull users away from Instagram? If Reels becomes its own thing, does that mean less engagement on Instagram itself?
• Better exposure than Instagram Reels? Right now, brands struggle to go viral on Instagram like they do on TikTok. A separate app could help fix that.
• More positive engagement? TikTok comments tend to be funnier and friendlier than Instagram’s troll-fest. A new platform might create a better user experience.

At the end of the day, this is about grabbing attention and market share. Whether users actually make the switch is the real question.

What Should Brands Do?

If this app actually launches, early adopters could benefit the most. But before going all in, brands need a plan.

1. Start creating short-form video content now: If this app takes off, brands already making Reels will have a head start.
2. Watch for platform adoption: If users don’t actually move over, this won’t be worth the time investment.
3. Be ready to pivot: If the new app gets better reach than Instagram Reels, brands should shift strategy accordingly.
4. Use this as a branding opportunity: We already believe branding is the #1 marketing play in 2025, and a new platform could amplify that.

A new Reels app could be a game-changer—or a total dud. If it gives brands more reach and engagement, it’s worth exploring. But if users aren’t interested in another app, it might end up like Threads—hyped at launch, forgotten in a month.

If you’re wondering how this could impact your strategy, let’s talk. We’ll help you stay ahead of the trends without wasting time on another dead-end platform.