Instagram has introduced a new video editing tool in Brazil that copies some of TikTok's most popular features. As reported by TechCrunch and Variety is called the tool Reels and is available for both iOS and Android. There is no idea if it will be launched in other countries, but it is certainly likely that the tool will succeed.
Reels allows users to capture 15-second video, adjust their speed, listen to music, or borrow audio from other videos – similar to TikTok's Duet feature. You can share them for their stories, send them via DM, or post them to a new section on Instagram's Explore tab named Top Reels, where the company hopes the best clips will become viral.
It seems to be a smart way for Instagram to use its existing user network to take over TikTok. Facebook has previously tried to clone the success of the app with a stand-alone product called Lasso. However, it is difficult to rebuild a user base from scratch. Instagram already had great success in 201
Below is a quick demo of Reels:
It's clear that Instagram is trying to steal TikTok's thunder, but the company's product manager Robby Stein said TechCrunch that there is more than one way gives to skin a cat. "No two products are exactly the same, and at the end of the day, sharing music with videos is a pretty universal idea that we think everyone is interested in using," said Stein. "The emphasis was on how to make this format a unique format."
The Verge previously reported that the new tool may be referred to as scenes after Jane Manchun Wong discovered a similar feature would have. a software developer who has made a name for herself through reverse engineering of top apps. It now appears that Scenes is actually Reels.
We have known for some time that Facebook is very interested in countering the rise of TikTok. Mark Zuckerberg not only brought out Lasso, but also revealed the company's ambitions regarding the Chinese app, which was released in The Verge in October. The Facebook boss pointed out that Instagram must be won for the fight against the new upstart. TikTok has "married a short, immersive video with Browse," Zuckerberg said. "It's almost like the Explore tab we have on Instagram."
Now is certainly a good time for TikTok's competitors to sign up (Google is also reportedly working on its own answer). The app has experienced tremendous growth, but faces regulatory issues, including a national US security clearance. The clock is ticking for TikTok.
Update November 12, 07:23 ET: The story has been updated to reflect the news about the launch of Reels.