This isn't something that you would do. This is something the app developer would do. In React Native for instance, you can specify the URLs that are valid to the app and if accepted in the app store, if someone opens a URL and they have the app, it'll simply open your app. You can now set up in app navigation so if the person opens mywebsite.com/reel/qwnkxkmkwm, it opens the reel with that ID.