Instagram Reels is officially launch.
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.
The Instagram “Story” feature, which lets people share photos and videos that expire in 24 hours, is similar to Snapchat.
Facebook earlier launched a TikTok knockoff called Lasso in 2018, but closed that down in July.
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 :
“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,”
Experts think Facebook has an opportunity to lure in young users with Reels, but its success is not guaranteed.
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 US, the UK, 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.