Reels has become an integral part of Instagram, with algorithmic “suggested for you” video content bombarding users from every angle. In a surprising move, Meta is reportedly considering spinning off Reels into its own standalone app, similar to TikTok, just as the short-form video platform faces potential demise.

According to a report by The Information, citing an anonymous source, Adam Mosseri, the head of Instagram, informed staff that the company is exploring the possibility of launching Reels as a separate app. This new app would function similarly to TikTok and YouTube Shorts, with users scrolling through a feed of short-form videos tailored to their interests by algorithms. The success of YouTube Shorts, which has attracted advertisers, suggests that this format can be lucrative.

Meta relies heavily on advertising revenue, and Instagram is a significant contributor to the company’s income. Although Meta doesn’t disclose the revenue generated by each app, analysis firm eMarketer reported that Instagram accounts for over half of Meta’s US ad revenues. In its latest quarterly earnings report, Meta announced an 11% increase in ad impressions and a 10% rise in average ad price, resulting in $160 billion in advertising revenue for 2024.

As TikTok faces pressure from the federal government to shut down its US operations, Instagram sees an opportunity to capitalize on the situation. The app, owned by China-based ByteDance, may be pulled from the market, prompting users to find alternative platforms. Instagram has already introduced its own video editing suite, similar to ByteDance’s CapCut, and may launch a separate Reels app to fill the void. Meta has a history of emulating successful features from other apps, as seen with the launch of Threads, which was inspired by Twitter.

The idea of a separate Reels app is not inherently bad, as it could allow users to see more content from accounts they follow on Instagram. However, it’s unlikely to mark a return to the app’s glory days, when users’ feeds were filled with personal updates and photos from friends. Instead, the new app would likely be saturated with ads, just like Instagram. This could lead to a situation where two apps, rather than one, are overwhelmed by advertising, undergoing a process of “enshittification.”

Despite the uncertainty surrounding TikTok’s future, the platform may still emerge as a leading player. There are rumors that Jimmy Donaldson, also known as MRBeast, is considering purchasing the app, and other companies and billionaires are reportedly lining up to negotiate a deal. Meanwhile, Vice President JD Vance is working on a plan to keep TikTok operational in the US, potentially by severing its ties with its current China-based owners.

Instagram also faces growing competition from other platforms. Bluesky is developing a photo app called Flashes, while the decentralized app Pixelfed has recently launched a mobile version. As Meta CEO Mark Zuckerberg guides Instagram toward a more futuristic and AI-driven experience, the app may become increasingly filled with AI-generated content. This could lead to a situation where users abandon the platform in favor of alternative, more personalized options.