FacebookB次元官网网址檚 Instagram is officially launching its answer to the hit short video app TikTok B次元官网网址� Instagram Reels.
The new Instagram feature will let users record and edit 15-second videos with audio, and will let users add visual effects. Users will be able to share Reels with followers in Instagram in a dedicated section called Reels in Explore, or in the Story feature where posts disappear after 24 hours.
The Reels option will be available in the Instagram app. The company has been testing Reels in Brazil since November and in France, Germany and India since earlier this summer.
Facebook has a long tradition of cloning competitive services. The Instagram B次元官网网址淪toryB次元官网网址� feature, which lets people share photos and videos that expire in 24 hours, is similar to Snapchat. Facebook CEO Mark Zuckerberg faced tough questioning about the companyB次元官网网址檚 habit of copying rivals before a congressional hearing on July 29.
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Facebook earlier launched a TikTok knockoff called Lasso in 2018, but closed that down in July. It also tried services similar to Snapchat called Slingshot and Poke before Instagram Stories caught on. But those were separate apps B次元官网网址� it might have more success with a feature built into Instagram.
In fact, copying SnapchatB次元官网网址檚 features was successful for Instagram in part because Snapchat was difficult to figure out for new users. They were already comfortable with Instagram. But TikTok is very easy to use B次元官网网址� easier than Instagram B次元官网网址� and part of its appeal is that youB次元官网网址檙e able to sit back and scroll endlessly with just swipes, without the need to follow anyone or post anything.
Even with the success of Stories, Snapchat remains popular with younger people, though the Instagram feature has likely limited its growth. Snapchat has more daily users than Twitter.
For Reels to succeed, Facebook will have to lure video creators away from TikTok. This might be easier to do with Reels since many creators are already on Instagram. In response to published reports that Instagram is paying TikTok influencers to join Reels, Instagram said in a statement that the company B次元官网网址渉ave a long history of reaching out to emerging creators and working to break new stars on Instagram.B次元官网网址�
B次元官网网址淎s with previous products, we remain committed to investing in both our creators and their overall experience, and in certain cases, we may help cover production costs for their creative ideas,B次元官网网址� the company said.
TikTok, in turn, launched a $200 million B次元官网网址渃reator fundB次元官网网址� in July that it says will grow to over $1 billion in the U.S. in the next three years and more than double that globally, to pay video creators for their material.
TikTok, however, is under fire, possibly opening an opportunity for Facebook.
Microsoft is in talks to buy part of TikTok in what would be a forced sale, following threats from President Donald Trump to ban the Chinese-owned video app, which claims 100 million U.S. users and hundreds of millions globally.
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Experts think Facebook has an opportunity to lure in young users with Reels, but its success is not guaranteed.
B次元官网网址淪ocial media users, especially younger users, tend to use social platforms for different things,B次元官网网址� said eMarketer analyst Debra Aho Williamson. This means Snapchat to message friends privately, Facebook to keep up with school groups or check up on parents and grandparents, Instagram to follow their passions and TikTok for entertainment.
B次元官网网址淚nstagram has put a lot of effort into developing Reels and making it attractive to TikTok users and the creators who work on the app, but IB次元官网网址檓 not sure it can replace TikTok,B次元官网网址� Williamson added. B次元官网网址淓ven if TikTok were to be banned in the U.S. (which I think is unlikely to happen), users would find a way to keep using it. They are incredibly loyal and protective of TikTok.B次元官网网址�
Since early July, some TikTok users have been posting videos urging viewers to follow them to other platforms like Instagram, reflecting the threat of a TikTok ban. Mary Keane-Dawson, Group CEO at the influencer marketing agency Takumi, said the creators she works with have been sad, angry and upset about the threat of a ban. Still, theyB次元官网网址檙e B次元官网网址減ragmatic,B次元官网网址� she said, and the smart ones were already active on TikTok, Instagram and YouTube.
Reels is debuting in over 50 countries, including the U.S., the U.K., Japan, Australia and others, as well as officially launching in the test countries B次元官网网址� Brazil, France, Germany and India.
Instagram has more than a billion users worldwide.
Mae Anderson, Tali Arbel And Barbara Ortutay, The Associated Press
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