From Instagram to Snapchat, there’s no shortage of photo-sharing apps out there. But there might be a new one on the horizon — from Google.

The Web giant is planning to spin off its Google+ photo service into a separate app to better compete with rivals like Facebook’s Instagram, according to a new report(Opens in a new window) from Bloomberg. Citing “people with knowledge of the matter,” the news outlet on Friday reported that you won’t even have to be a Google+ member to take advantage of the new app.

Google is reportedly planning to free up the photo-sharing component of Google+ as part of an effort to attract more users. The service is tentatively called Google+ Photos, but may be rebranded before its release.

This wouldn’t be the first time the company has untethered services from Google+. Google last week beefed up the Google+ Hangouts video chat feature for business users. As part of that move, some business users no longer need a Google+ profile to start a Hangout.

Google did not immediately respond to a request for comment, but in a statement to Bloomberg, the company did not reveal any specific plans for launching a standalone photo service.

“Over here in our darkroom, we’re always developing new ways for people to snap, share and say cheese,” Google said.

Photos have been a key part of Google’s plan to attract Internet users to Google+, Bloomberg noted. The Web giant has rolled out a number of tweaks and new features to help users produce pics worthy of sharing with friends on social media.

The Auto Awesome tool, for instance, is essentially a .gif generator that creates a short animation out of several photos. Another feature called Action lets Google+ users create a strobe-effect photograph, while Movie produces highlight reels from your photos and videos — complete with effects, transitions, and a soundtrack.

For more, check out How to Make Animated GIFs.