Instagram is gearing up to compete against viral social media app TikTok with a new feature called Instagram Reels.
Just like TikTok, Reels can record a 15-second video where users can mash it up with any type of music they want. There will be a large variety of songs available on Reels and it will also let users grab audio from other people’s videos to remix it as they please. The most viral Reels will be featured in the “Top Reels” section under Explore.
It combines Instagram’s camera features with TikTok’s style to match up with the tough competition. With Instagram’s well-established user base of hundreds of millions, Reels can prove to be a tough rival for TikTok. Facebook can also lend its aid with cross-platform promotion to bring in its own userbase.
Instagram has had great success copying Snapchat. After ripping off “Stories”, Instagram stopped Snapchat’s growth and then credited Snapchat for its success after three years. They now seem to be repeating the same move in TikTok’s case. I think Musically before TikTok, and TikTok deserves a ton of credit for popularizing this format”, said the Director of product management at Instagram.
Currently, the “new” feature is only available in Brazil with the name “Cenas” on iOS and Android but should roll out worldwide very soon.