Instagram Reels is displayed on a mobile phone on Wednesday, Aug. 5, 2020 in New York. Facebook’s Instagram is officially launching its answer to the hit short video app TikTok — 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. (AP Photo/Tali Arbel)

Instagram Reels is displayed on a mobile phone on Wednesday, Aug. 5, 2020 in New York. Facebook’s Instagram is officially launching its answer to the hit short video app TikTok — 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. (AP Photo/Tali Arbel)

Facebook launches its new TikTok clone, Instagram Reels

Facebook has a long tradition of cloning competitive services

Facebook’s Instagram is officially launching its answer to the hit short video app TikTok — 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 “Story” 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 company’s habit of copying rivals before a congressional hearing on July 29.

READ MORE: TikTok sale puts Canada between Trump and China, again, experts say

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 — it might have more success with a feature built into Instagram.

In fact, copying Snapchat’s 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 — easier than Instagram — and part of its appeal is that you’re 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 “have a long history of reaching out to emerging creators and working to break new stars on Instagram.”

“As 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,” the company said.

TikTok, in turn, launched a $200 million “creator fund” 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.

Q&A: TikTok saga continues with Microsoft talks. Now what?

Experts think Facebook has an opportunity to lure in young users with Reels, but its success is not guaranteed.

“Social media users, especially younger users, tend to use social platforms for different things,” 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.

“Instagram 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 I’m not sure it can replace TikTok,” Williamson added. “Even 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.”

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, they’re “pragmatic,” 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 — Brazil, France, Germany and India.

Instagram has more than a billion users worldwide.

Mae Anderson, Tali Arbel And Barbara Ortutay, The Associated Press


Like us on Facebook and follow us on Twitter.

Want to support local journalism during the pandemic? Make a donation here.

facebookInstagramsocial mediaTikTok

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Gurinder Mann. (Submitted photo)
Surrey man receives prestigious restorative justice award

East Newton resident Gurinder Mann one of five to receive a Community Safety and Crime Prevention Award

TEASE PHOTO: Teens at the Bumpers dance club in Whalley in the 1980s, in a photo posted to the "Bumpers / The Zone OFFICIAL Party Page" on Facebook.com.
SURREY NOW & THEN: Bumpers and other teen dance clubs were big in the 1980s

A weekly look back at Surrey-area landmark sites and events

An example of a Surrey Police cruiser, showcased at Mayor Doug McCallum’s State of the City Address at Civic Hotel in May of 2019. (File photo: Amy Reid)
Surrey Police Service looking to hire in-house lawyer

Solicitor to work within Office of the Chief Constable, serve on internal and external committees to ‘represent the SPS’s interests’

Surrey provincial court. (File photo: Tom Zytaruk)
New COVID-19 protocols set for provincial courthouses

The new rules were issued on Jan. 21, and took effect immediately

Tyler Tardi will serve as a fifth on Team Laycock at the 2021 Tim Hortons Brier. (Black Press Media file photo)
Tyler Tardi to serve as alternate for B.C. team at Brier

Langley/Cloverdale curler to serve as ‘fifth’ on Team Laycock at Calgary-hosted championships

Toronto Public Health nurse Lalaine Agarin sets up for mass vaccination clinic in Toronto, Jan. 17, 2021. B.C. is set to to begin its large-scale immunization program for the general public starting in April. THE CANADIAN PRESS/Frank Gunn
B.C.’s COVID-19 mass vaccinations expected to start in April

Clinics to immunize four million people by September

Chief Public Health Officer Theresa Tam speaks during a daily briefing in Ottawa. (THE CANADIAN PRESS/Adrian Wyld)
31 cases of COVID-19 variants detected in Canada: Health officials

Dr. Theresa Tam made announces 13 more variant COVID-19 cases in Canada

Daily COVID-19 cases reported to each B.C. health region, to Jan. 20, 2021. Island Health in blue, Northern Health green, Interior Health orange, Vancouver Coastal in red and Fraser Health in purple. (B.C. Centre for Disease Control)
B.C.’s COVID-19 infection rate stays stable with 508 cases Friday

Vaccine delivered to more than 110,000 high-risk people

The District of Saanich’s communications team decided to take part in a viral trend on Thursday and photoshopped U.S. Senator Bernie Sanders into a staff meeting photo. (District of Saanich/Twitter)
Bernie Sanders makes guest appearance municipal staff meeting in B.C.

Vancouver Island firefighters jump on viral trend of photoshopped U.S. senator

Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

School District 57 headquarters in Prince George. (Mark Nielsen, Local Journalism Initiative Reporter)
Prince George school district settles with sexual abuse victim

Terms were part of an out-of-court settlement reached with Michael Bruneau, nearly four years after he filed a lawsuit

Police in Vancouver looking for male suspect who allegedly spat and attacked a store manager for not wearing a mask, at 7-Eleven near Alma Street and West 10th Avenue just before noon on Dec. 17, 2020. (Vancouver police handout)
VIDEO: Man spits on 7-Eleven manager over mask rule, sparking Vancouver police probe

‘Unfortunately, the store manager sustained a cut to his head during the assault’

The Vancouver-based SAR team successfully rescued two lost snowshoers off of the west side of Tim Jones Peak in the early morning of Monday, Jan. 19. (North Shore Rescue photo)
B.C.’s busiest SAR team raises alarm after 2021 begins with fatality, multiple rescues

‘People beyond ski resort areas of Seymour, Grouse, and Cypress go without cell reception,’ SAR warns

Competitors make their way through the course at the 2019 Canadian Cross Country Championships, which was hosted by Abbotsford in 2019. (File photo)
Abbotsford to host 2023 Canadian Cross Country Championships

Clearbrook Park last hosted the event in 2019, Ottawa hosting 2021 and 2022 races

Most Read