Instagram rolls out TikTok-like feature called Reels

As TikTok is facing uncertain times in US, Instagram has started the rollout of a similar feature – Reels in over 50 countries including US.

Like TikTok, Reels, embedded in the Instagram app, lets you create 15-second fun videos set to predetermined music, to share with your friends or anyone on Instagram.

Recognising the growing threat of TikTok long ago, Facebook launched a competing standalone app called Lasso in 2018 but it didn’t do well so it was shut down in 2020. Facebook also started testing “Reels” in Brazil in 2019 and it expanded the test to France, Germany and India.

So it would seem that Instagram is taking advantage of TikTok’s troubles with Trump to launch Reels in the US among other countries.

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As to the launch of Reels, TikTok’s CEO Andrew Mayer said, “At TikTok we welcome competition. We think fair competition makes all of us better. To those who wish to launch competitive products, we say bring it on. Facebook is even launching another copycat product, Reels (tied to Instagram), after their other copycat Lasso failed quickly. But let’s focus our energies on fair and open competition in service of our consumers, rather than maligning attacks by our competitor – namely Facebook – disguised as patriotism and designed to put an end to our very presence in the US.”

VOA reports that Vishal Shah, Instagram’s vice president of product, acknowledged the similarities in a video conference call Tuesday with reporters and said, “Inspiration for products comes from everywhere,” including Facebook’s teams and “the ecosystem more broadly.”

We are not quite sure if Instagram’s Reels would try to build its own audience or steal TikTok’s customers.

Time would tell how people would react to Reels.