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What is Instagram Reels

Introducing Instagram Reels: a new way to record 15-second clips set to music on Instagram.

If this concept sounds a little familiar, you’re right. Almost everyone is comparing Instagram Reels to TikTok!

So what is Instagram Reels, and how does it line up against TikTok? Find out everything you need to know in this blog post:

What is Instagram Reels?

Instagram Reels is a brand new way to create fun and engaging video content from Instagram Stories.

After first being tested in Brazil, Instagram’s latest video feature is being now rolled out in Germany and France.

According to Business Insider, Facebook confirmed a wider, global rollout of the app, with users in India reporting getting early access to Instagram Reels. This comes just days after the Indian government banned TikTok along with 58 other Chinese apps.

Similar to TikTok, users can record 15-second video clips set to music and share them to Stories.

Users can choose from a huge library of music, borrow audio from another video, or record their own original soundtrack.

There’s also a handy video countdown timer and the option to adjust your video’s speed — just like you can on TikTok.

Instagram Reels can be shared on Instagram Stories, sent directly to specific users, or added to a new Reels tab on a user’s profile:

And there’s a brand new discovery section in Instagram Explore: Top Reels, where the best-performing public Reels will have the chance to go viral.

NOTE: Instagram has not revealed when or if Instagram Reels will be rolled out worldwide. But stay tuned as we’ll continue to update this blog when we learn more of its global release.

Why is Instagram Launching Reels?

If you’re thinking that most of these features sound very familiar, that’s no coincidence.

Reels could be considered a direct response to the growing popularity of TikTok — which has surged in popularity over the last 12 months.

TikTok generated “the most downloads for any app ever in a quarter” in Q1 2020, according to Adweek.

And TikTok’s core demographic is rapidly changing. While once dominated by Gen-Z users, Millennials now make up a greater share of TikTok’s user base than ever before — making the platform a much more attractive proposition for advertisers.

According to recent data from Comscore, the percentage of US-based TikTok users aged between 25-34 increased from 22.4% in January to 27.4% in April, while the 18-24 year-old bracket fell from 41.1% to 35.3%.