Facebook is copying TikTok: Instagram launches Reels


After the failure of Lasso, this is the last attempt to compete with TikTok. Zuckerberg launches Reels, but is just a TikTok imitator


TikTok is now an international phenomenon. It is the “Made in China” success that is taking ground from the Celestial Empire to the United States, without forgetting the audience from the Pacific area.  Although today it ranks fourth, in 2018, Douyin 抖音 – TikTok for Western market – was the most downloaded app worldwide with an estimated 104 million downloads.

The app exceeds 500 million monthly active users (MAU) across 150 countries while 150 million daily active users come from the PRC. Due to compete with Chinese short-video app TikTok, Instagram is ready to launch a new video-music remix feature function, dubbed Reels, which enables users to create 15-second video clips set to music and share them as Stories. 


DIY Photography. Instagram is launching a video-music remix feature, dubbed Reels, which enables users to create 15-second video clips set to music and share them as Stories.


Just like TikTok, users can add a huge catalog of music to their video clips, or borrow the audio from anyone else’s video to create their own video. As pilot market, Reels was launched in Brazil yesterday. Why Brazil? The strategic choice on Instagram’s behalf as the app has a strong foothold in Brazil, while TikTok has yet to fully penetrate the Brazilian market, according to experts.

Reels is powered by Facebook’s enormous music collection secured from all the major labels. its use is really similar to TikTok. Users can choose a song and then record or upload multiple video clips to Stories or send them to friends. If shared publicly, there is a chance it will appear in the Top Reels section of the Explore tab.

Now is certainly a good time for TikTok’s competitors to pounce, after US Congress regulatory pressure on TikTok grows, by the way, even Instagram’s parent company Facebook is being investigated for antitrust and privacy violations TikTok has seen huge growth but is facing criticism from regulators regarding privacy concerns. 



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