Instagram Launches TikTok Competitor 'Reels'

Instagram has today officially launched "Reels," a new short-form video service set to rival TikTok, in over 50 countries, including the U.S., India, France, Germany, Japan, Australia, and the U.K. Reels is part of the Instagram camera of the existing Instagram app.

im 213744

Instagram says that Reels are "a new way to create and discover short, entertaining videos." The service features the ability to record and edit 15-second multi-clip videos with music from the Instagram library, AR effects, and various new creative editing tools. Reels can be shared with followers on "Feed", or for public accounts, made available to all users worldwide via a new space in "Explore." Reels' most significant difference from TikTok is supposedly its tie-ins to the overarching Instagram ecosystem.

Last month, it was reported that Instagram was offering significant cash incentives to TikTok creators to persuade them to move to Reels. Incentive payments for some were claimed to be in the "hundreds of thousands of dollars," with the highest payouts for creators who commit to posting their videos exclusively to Reels. The move was a clear indication that Instagram views Reels as a direct competitor to TikTok. In April, YouTube announced "Shorts," a new service that will also replicate the short video format to compete with TikTok.

"I think TikTok deserves a ton of credit for popularizing formats in this space, and it's just great work,” Instagram's product director, Robby Stein, told The Verge. "But at the end of the day, no two products are exactly alike, and ours are not either."

The company's line on similarity with TikTok is similar to the approach taken with "Stories," launched in 2016 as a competitor to Snapchat. Instagram Stories soon had more active daily users than Snapchat itself.

The launch of Reels comes as TikTok, owned by Chinese company ByteDance, faces immense scrutiny in the United States, and Microsoft negotiates a purchase of the service.

Popular Stories

apple wallet drivers license feature iPhone 15 pro

Apple Says iPhone Driver's Licenses Will Expand to These 8 U.S. States

Tuesday July 8, 2025 11:26 am PDT by
In select U.S. states, residents can add their driver's license or state ID to the Wallet app on the iPhone and Apple Watch, providing a convenient and contactless way to display proof of identity or age at select airports and businesses, and in select apps. Unfortunately, this feature continues to roll out very slowly since it was announced in 2021, with only nine U.S. states, Puerto Rico,...
iphone 16 pro ghost hand

5 Reasons to Skip This Year's iPhone 17 Pro

Thursday July 10, 2025 4:54 am PDT by
Apple will launch its new iPhone 17 series in two months, and the iPhone 17 Pro models are expected to get a new design for the rear casing and the camera area. But more significant changes to the lineup are not expected until next year, when the iPhone 18 models arrive. If you're thinking of trading in your iPhone for this year's latest, consider the following features rumored to be coming...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro to Reverse iPhone X Design Decision

Monday July 7, 2025 9:46 am PDT by
Since the iPhone X in 2017, all of Apple's highest-end iPhone models have featured either stainless steel or titanium frames, but it has now been rumored that this design decision will be coming to an end with the iPhone 17 Pro models later this year. In a post on Chinese social media platform Weibo today, the account Instant Digital said that the iPhone 17 Pro models will have an aluminum...
iPhone 17 Pro in Hand Feature Lowgo

Leaker Reveals Amount of RAM in iPhone 17 Through iPhone 17 Pro Max

Wednesday July 9, 2025 8:08 am PDT by
Three out of four iPhone 17 models will feature more RAM than the equivalent iPhone 16 models, according to a new leak that aligns with previous rumors. The all-new iPhone 17 Air, the iPhone 17 Pro, and the iPhone 17 Pro Max will each be equipped with 12GB of RAM, according to Fixed Focus Digital, an account with more than two million followers on Chinese social media platform Weibo. The...
apple account card feature

Apple Account Card Expanding to More Countries

Tuesday July 8, 2025 7:34 pm PDT by
Apple is expanding the ability to add an Apple Account Card to the Wallet app to more countries, according to backend Apple Pay changes. With iOS 15.5, Apple updated the Wallet app to allow users to add an Apple Account Card, which displays the Apple credit balance associated with an Apple ID. If you receive an Apple gift card, for example, it is added to an Apple Account that is also...
macbook pro blue green

M5 MacBook Pro No Longer Coming in 2025

Thursday July 10, 2025 12:38 pm PDT by
Apple does not plan to refresh any Macs with updated M5 chips in 2025, according to Bloomberg's Mark Gurman. Updated MacBook Air and MacBook Pro models are now planned for the first half of 2026. Gurman previously said that Apple would debut the M5 MacBook Pro models in late 2025, but his newest report suggests that Apple is "considering" pushing them back to 2026. Apple is now said to be...
iOS 26 Feature

Everything New in iOS 26 Beta 3

Monday July 7, 2025 1:20 pm PDT by
Apple is continuing to refine and update iOS 26, and beta three features smaller changes than we saw in beta 2, plus further tweaks to the Liquid Glass design. Apple is gearing up for the next phase of beta testing, and the company has promised that a public beta is set to come out in July. Transparency In some apps like Apple Music, Podcasts, and the App Store, Apple has toned down the...
iCloud General Feature Redux

iPhone Users Who Pay for iCloud Storage Receive These Five Perks

Wednesday July 9, 2025 9:20 am PDT by
If you pay for iCloud storage on your iPhone, did you know that Apple offers you five perks beyond the extra storage space, at no additional cost? Here are the perks included with all iCloud+ plans:Private Relay keeps your Safari browsing history entirely private from network providers, websites, and even Apple. Hide My Email generates unique, random email addresses whenever needed. Hom...

Top Rated Comments

Aluminum213 Avatar
64 months ago
God bless those innovative minds at Facebook
Score: 16 Votes (Like | Disagree)
SDJim Avatar
64 months ago
Oh, thank goodness I can use a short-form video app from a trustworthy company like Facebook that won't steal my personal data like China!
Score: 15 Votes (Like | Disagree)
iReality85 Avatar
64 months ago
TikTok and Reels confirm to me that Vine was:

A) Ahead of its time
B) Too restrictive to creating engaging content
C) Grossly mismanaged by Twitter
D) All of the above
Score: 11 Votes (Like | Disagree)
iLoveDeveloping Avatar
64 months ago
Can someone just please take Facebook to court already and stop this copy cat bull!! Can’t wait for that cancerous company to die.
Score: 10 Votes (Like | Disagree)
barkomatic Avatar
64 months ago
How lucky for Facebook that the White House attacks their only true competitor just as they launch a copycat product.
Score: 6 Votes (Like | Disagree)
rictus007 Avatar
64 months ago
IDK, I kind of prefer Facebook over the CCP.... still I don’t like Facebook at all
Score: 5 Votes (Like | Disagree)