Instagram to Compete Against TikTok with Reels

The new feature is initially available in Brazil

Acknowledging the immense popularity of TikTok, Instagram is rolling out a new feature called Reels. Currently available in Brazil as of this writing, Reels has the same function as TikTok: it lets you create 15-second clips with music and share them via Stories.

Like TikTok, you can choose the music from Instagram’s music catalog. In addition, Reels has editing tools like video filters, ghost overlays, and timed captions to create that unique clip.

While Instagram director of product management Robby Stein acknowledges TikTok for popularizing the format, he emphasized that “no two products are exactly the same.”

“Your friends are already all on Instagram. I think that’s only true of Instagram,” Stein said,


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