With TikTok’s future uncertain in the U.S., Instagram is wasting no time trying to attract displaced TikTok users. The platform has just announced two new features for Reels, its TikTok-inspired short video format.
The first feature lets users discover which reels their friends are liking or commenting on, visible at the top right corner of the Reels tab. This creates a more interactive experience by allowing users to see and engage with their friends’ activities on specific content.
The second feature introduces a reply bar, making it easier to start conversations directly within Reels. Instagram says this update provides more opportunities for your content to reach new viewers, even those who don’t follow you. For example, if a friend likes a reel, you can respond to that like, sparking discussions around shared interests.
Not surprisingly, Instagram is launching these features in the U.S. first, likely targeting TikTok’s massive user base in the country. The company expects to roll out the features to other regions in the future.
Even though TikTok’s deadline has been extended once again after a very short ban, its operations remain in jeopardy. Instagram’s move to enhance Reels could position it as the go-to platform for short-form video content. Instagram is poised to effectively capture TikTok’s audience, positioning itself to take advantage of the uncertainty surrounding its rival.
