It seems like Instagram may be going after TikTok with their newest stories feature. The new feature, which was rolled out last week, has very similar functions to TikTok- which is currently the second most downloaded free app. The stories feature allows users to create and upload 15-second videos accompanied by music. As of now, “Reels” is only available in Brazil and is in an initial test phase.

With the rising popularity of TikTok, it comes as no surprise that Instagram is trying to hop on the video-sharing bandwagon. Much like TikTok, “Reels” users will be able to record video that they can set to a variety of music. “Reels” also features many editing options, so each user can customize a unique video. The new feature will be available on both Android and iOS versions of Instagram.

This is not the first attempt of Facebook, which owns Instagram,at giving TikTok a run for their money. In November 2018, Facebook launched an app called “Lasso” which was created to directly compete with TikTok. “Lasso” was a completely separate app outside of Facebook. Now, a year later, Instagram is testing “Reels”. What makes “Reels” different from “Lasso” is how it is a feature within Instagram, which makes using it much easier- users don’t need to download a separate application.

TechCrunch created a demo video explaining just how the stories feature will look for users.

With there being over one billion TikTok users, it comes as no surprise why Facebook and Instagram are following the video-sharing trend. As of now, there is no telling when “Reels” will be rolled out in the United States.

If you have any questions about how Instagram or TikTok can fit into your social media marketing strategy, feel free to contact us.