A TikTok clone inside Instagram.
After India has officially banned Chinese-made apps in the country, Instagram took the opportunity to test its new feature called Instagram Reels in the region. Also rolling out in a testing phase in Brazil, France, and Germany, Instagram Reels will allow users to post short 15-second videos using available audio just like TikTok.
Instagram Reels also covers the editing methods of TikTok, including video speed adjustment, or a countdown timer when recording. Reels will be embedded inside Instagram much like IGTV, unlike TikTok where it has a dedicated scrollable feed that you can immediately view even without signing up.
Reels was actually released last year but has recently been updated to mirror some features from TikTok. This is a similar move done by Instagram when it also launched Stories which was famously copied from Snapchat. Since then, Instagram Stories has taken off and has more or less surpassed viewership against Snapchat Stories.
A report by TechCrunch also said that Facebook’s recent partnership with one of India’s largest music labels Saregama will allow Reels to use music for video creation, which can carry over to Facebook’s other properties.
On a business angle, Reels is Instagram’s way of luring users from TikTok, where the app is currently banned. It wasn’t made clear though how they will tackle markets where TikTok is huge – which is almost literally everywhere. Reels is said to be in a testing phase so it might be a while before everyone can start using it.
Will you use Instagram Reels once it is made available? Share your thoughts in the comments!