The information reports that Meta is developing a separate app for Instagram Reels that will be released to the market. Project Ray received its code name during a discussion between Instagram head Adam Mosseri and his staff. The new initiative targets U.S. users with enhanced recommendation capabilities for new and existing users while focusing on three-minute short-form video content.
The Instagram platform currently displays Reels content within its main feed together with photos and Stories. Users complain that Instagram has lost its original photo-sharing essence because too many features have accumulated on the platform. The standalone Reels app would simplify Instagram and enable Meta to conduct direct competition with TikTok.
Meta has not provided any official statements regarding the development of a Reels application. The company has already taken similar steps in the past to develop its video editing and short-form content features. Meta launched Edits as a video editing application during the previous month to compete against CapCut, which belongs to ByteDance’s TikTok. The regulatory hurdles TikTok faces in the U.S. market provide Meta with an opportunity to expand its market share through new product development.
The company continues to direct substantial resources toward motivating creators on Instagram. This year Instagram started offering payments to influencers who would advertise its platform on TikTok, YouTube, and Snapchat. Meta provides significant financial rewards to content creators who agree to publish their content solely through Reels.
The successful implementation of Project Ray would enable Meta to launch a specific short-video platform, which could boost user satisfaction across Reels and Instagram. The strategic change would enable Instagram to reestablish its core identity while providing Meta with improved short-video market performance.
