Facebook parent Meta considers standalone Reels app: What it means for UAE content creators

Dubai: Facebook’s parent company, Meta, is reportedly considering separating the Reels feature from Instagram and launching a separate app for the short-form video feature.

The social media platform's boss, Adam Mosseri, told staff about the potential move this week, according to the technology industry–focused business publication The Information, which cited a person who heard the remarks. Meta is yet to comment on plans to separate the two services on the app.

The future of TikTok in the US remains uncertain even after US President Donald Trump granted the ByteDance-owned mobile app a 75-day extension to comply with a law signed by then-President Joe Biden that requires a sale or ban of the platform.

Content creators, tech experts, and business owners in the UAE and elsewhere have mixed feelings about the possible change. Experts have said that the move could redefine the short-form video landscape, particularly in markets like the UAE or result in the total abandonment of Instagram.

Caitlin Jardine, Social Media Specialist at Ellis Digital, told Gulf News that with TikTok’s uncertain future, especially in the US, Reels stands poised to fill the void. “If TikTok is banned in the US, Reels could step in to capture the audience that will be seeking an alternative,” Caitlin said.

Will Instagram lose its core identity?

When Instagram burst onto the social media scene in 2010, it was all about simplicity and imagery. It racked up 25,000 users on its first day, and by 2012, Instagram’s meteoric rise caught the attention of Facebook, which acquired the app for $1 billion in cash and stock.

But what was once a photo-sharing platform has become a hyper-competitive, algorithm-driven environment where short-form videos, stories, and shopping dominate the experience.

With features like Stories and Reels, Instagram has rapidly transformed from an image-based platform to a “multi-purpose content hub.”

Instagram’s core identity, which revolves around image-based posts, has already shifted with the integration of Reels.

Experts like Caitlin are sceptical about whether separating the two could jeopardise Instagram’s standing in the social media hierarchy. “The question is whether users will embrace Reels as a standalone app or view it as an unnecessary fragmentation,” she said.

What about monetisation?

While some believe a dedicated Reels app could attract more advertisers, Caitlin said creators may be hesitant to embrace the change. “Reels could become a viable platform for monetisation, but many creators have built their careers on TikTok. Moving to a new app may not be a seamless transition, and they risk losing their audience,” she added.

Fashion entrepreneur Kanessa Muluneh, founder of MULU, is optimistic. She said, “For my fashion business, MULU, (manufacturing and brand), Instagram is the best platform in terms of conversion. TikTok is best for views and marketing but not necessarily for sales."

She said, if Tiktok would shut down in the US, that would mean "The US consumer will move to a new platform, and that gives you a fresh chance to become an influencer on that new platform." 

‘Have to act fast’

Despite the growth potential, the risks of Meta’s plan to launch a standalone Reels app are significant.

Nancy Villanueva, CEO of Interbrand Middle East, pointed out that a dedicated short-form video app would offer Meta better features, smarter algorithms, and improved monetisation opportunities.

“This could allow brands to target audiences more effectively, but they will need to act fast to stay visible in yet another crowded digital space,” Nancy said.

However, not everyone is sold on the idea. Silvija Kemeraite, Social Media Manager at Omnisend, expressed scepticism about the move. “Reels has already been hugely successful as part of Instagram. If Meta separates the two, the question remains: what’s left of Instagram?” she asked. Silvija also said that Meta’s previous attempts to launch new platforms, such as Threads and Lasso (launched in 2018 to compete against TikTok), didn’t perform as expected, suggesting that a standalone Reels app could face similar challenges.

Get GenZ on board

Kate Andreeva, Head of Influencer Talent Relations at HypeFactory, argued that Meta’s move is largely about trying to capture the Gen Z and Gen Alpha demographic that has largely abandoned Instagram for TikTok. “If Meta aims to conquer TikTok’s market share, they will face fierce competition. There’s no guarantee that users will want to juggle yet another app,” Kate warned.

The potential fragmentation of users across multiple platforms could also harm content creators, according to Nancy. “Creators already have to manage Instagram, TikTok, and YouTube. Adding a standalone Reels app to that mix may result in burnout. While there could be fresh monetisation opportunities, it may be too much for creators to manage,” she said.

For the UAE’s growing influencer and creator community, the implications of a standalone Reels app are far from clear. On the one hand, the app could offer more focused opportunities for monetisation, better ad targeting, and a platform dedicated to short-form video content.

On the other hand, as Caitlin pointed out, separating Reels from Instagram could “spread the audience thin” and make it harder for creators to maintain a cohesive online presence.

Meta's decision could have a major impact in the MENA region, where digital content creation is booming. “If Reels becomes a separate entity, it could help brands connect more deeply with consumers in the region, particularly if they tailor their content to local languages and cultures,” Nancy said. However, as Silvija cautioned, Meta has to be cautious not to disrupt the balance of the platforms that have already established a stronghold in the region.