Facebook is testing something new with Instagram in Brazil. Instagram Reels is a clone TikTok — a popular Chinese-owned app Mark Zuckerberg has vowed to fight.
In this summer, Zuckerberg revealed this strategy to his execs. Last year, — a near-clone TikTok, but without any name recognition. Now TikTok’s main appeal, creating short videos set to music — is available in Brazil as Instagram Reels.
Instagram Director Product Management says TikTok’s predecessor — Musical.ly was a significant influence. TikTok’s parent company ByteDance acquired Musical.ly before rebranding it as TikTok. The start in Brazil is intended to help hone the ‘new’ feature.
This feature test isn’t the first time Instagram has adapted to a direct competitor using a small test in another country. Back when Snapchat first launched, Instagram used the strategy to make Stories popular. That’s right, Instagram Stories are a direct clone Snapchat’s popular Stories feature.
Instagram in the fight against TikTok. Senator Marco Rubio to the U.S. Treasury Secretary asking for ByteDance’s acquisition Misical.ly to be investigated. The question has also brought attention from regulators.
Facebook’s enormous music collection has been vetted from all major labels. Music licensing has , and it may be crucial in reclaiming social media dominance among young people for Instagram.
Instagram Reels includes timed captions and a ghost overlay option for timing transitions. Right now, TikTok has a wider array special effects, but Instagram says more will be coming to Reels.
Instagram Reels can be posted to Stories or Close Friends, or directly messaged to people. It can also be shared publicly, where it may appear in the Top Reels section Explore in the app. Reels can also be added to a prile’s non-disappearing Highlights, so it won’t disappear when a Story does.