Instagram has launched a new video editing tool in Brazil that replicates some of TikTok’s most famous features. The tool is called Reels and is available on iOS and Android devices, TechCrunch and Variety reported. There is no word yet on whether it will be available in other countries, but if the tool succeeds, it will certainly be possible.
With Reels, users can record 15-second videos, adjust speed, configure music for them, or borrow audio from someone else’s video, similar to the “double” feature in TikTok. They can share their stories, send them via DM, or post them to Instagram on an exploration label called Top Reels, where the company hopes the best clips will spread.
For Instagram, using an existing user base to compete with TikTok seems like a smart approach. Facebook has previously tried to clone the app’s success with a standalone product called Lasso, but it has struggled to build a user base from scratch. Instagram had previously used this strategy to replicate Snapchat in 2016, with great success.
It’s clear that Instagram is trying to steal TheTikTok, but Robby Stein, the company’s product management director, told TechCrunch that no two products are exactly the same, and that sharing music and video is a very common idea. We think everyone might be interested in using video, and the focus is on how to make it unique.