Instagram has developed an app to rival video app sensation TikTok. Called Instagram Reels, the app lets users create 15-second videos and add music. Users can then share their clips to Stories.
Like TikTok, Instagram will also give users an opportunity to potentially go viral with their videos via the Explore section.
Reels is currently only available in Brazil on iOS and Android, but will likely be launched worldwide if users adapt it.
Brazil may be a good starting place to launch Reels. It ranks second for Instagram users (70 million) behind the US (110 million), according to Statista. In comparison, TikTok has just 18.4 million users in the country, compared to 39.6 million in the US.
Instagram now has over one billion users to whom the app could be an attractive addition.
It’s not the first time that the Facebook-owned imaging app has ripped off a competitor. It launched a Stories feature similar to Snapchat Stories back in 2017 and quickly hit 200 million users, proving that it is good at copying its rivals.
Earlier this year, it added a camera mode called Clips which allowed users to record video segments, taking a chunk out of TikTok’s playbook.
“No two products are exactly the same, and at the end of the day, sharing video with music is a pretty universal idea we think everyone might be interested in using,” Robby Stein, director of product management at Instagram. “The focus has been on how to make this a unique format for us.”
Reels can be accessed via Instagram Stories. Once users create a video, they can easily add music tapping Facebook’s collection of songs or borrowing a song from other users.
Much like TikTok, users will be able to add filters and special effects to their videos. If Reels kicks off remains to be seen but if it does, it could be a strong competitor.