Instagram New Feature: Reels, The Clone of TikTok, is Now Available In Europe

Last November, Instagram launched a beta-version of ‘Reels’ in Brazil, which is very similar to the TikTok model. Ideally, this was meant to integrate the virality and addictiveness of TikTok with existing Instagram features. 

What Do You Need To Know About ‘Reels’? 

1 – It will reach you soon if it hasn’t already

‘Reels’ launched in Brazil last year, but has since expanded to Germany and France. While there is no indication of when it will be available in the US and Asia, we think it won’t be long. 

2 – It works like TikTok

Users can record 15 second clips to in-built audio, along with in-app features like video-editing tools, countdown timers, and other special effects. This means a much slower on-boarding process for TikTok users, who will be able to take advantage of this new feature immediately. 

via @ravanenayara on Instagram

Here you can see the 3 icons on the left panel which are very similar to the TikTok interface — music, face filters, and timer. 

3 – It has a dedicated section on your profile 

While initially ‘Reels’ was only meant for IG stories, Instagram has moved it to a dedicated space on profiles, as seen below:

via @ravanenayara on Instagram

It is located in the panel alongside IGTV, Face Filters, Feed Posts, and Tagged Posts, which allow users to share Reels. This was a move requested by the Brazilian users who wanted to have a dedicated place for the Reels videos to be re-watched at any time just like on TikTok.

While TikTok and Snapchat were able to capture the carefree and laid-back attitude of GenZs, Instagram’s rigid aesthetics has been alienating them for years. By releasing Reels, Instagram is trying to offer the same features as TikTok in the hopes that GenZ and late millennials spend more time on the app.

As IGTV is used by professionals, Reels is the new video space where less edited, musical, and spontaneous posts can be found.

What do you think? Will you be using ‘Reels’ when it reaches your market? 


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Written by Deesha Menon

Influencer Marketing at Popular Chips. Interested in social issues, narratives, books, social media, and machine learning.

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