instagram introduces reels, TikTok's new rival

instagram has introduced reels, its new way to create and discover short, entertaining videos. sounds familiar? probably as this format is instagram’s response to the somehow endangered TikTok. ‘reels invites you to create fun videos to share with your friends or anyone on instagram,’ comments the official release. ‘record and edit 15-second multi-clip videos with audio, effects, and new creative tools. you can share reels with your followers on feed, and, if you have a public account, make them available to the wider instagram community through a new space in explore.’

images courtesy of instagram

instagram’s reel launch comes at a very — let’s say — interesting time as TikTok’s future is quite uncertain with a potential ban in the united states by president donald trump and a possible acquisition by microsoft. the company, which is facing similar allegations to when it launched stories, told the verge that ‘TikTok deserves a ton of credit for popularizing formats in this space, and it’s just great work. but at the end of the day, no two products are exactly alike, and ours are not either.’

to create a reel, just select the new button at the bottom of the instagram camera where you’ll see a variety go creative editing tools on the left side of the screen. tools include audio, AR effects, timer and countdown, align, and speed. reels can be recorded in a series of clips (one at a time), all at once, or using video uploads from your gallery. record the first clip by pressing and holding the capture button.

just like in TikTok, reels will have their own highlighted space on the explore page, showcasing the best of trending culture on instagram. ‘reels gives people new ways to express themselves, discover more of what they love on instagram, and help anyone with the ambition of becoming a creator take center stage,’ concludes the official release.

project info:

name: reels

company: instagram