Instagram is launching a new video tool that's nearly a copycat of popular video app TikTok
- Instagram is launching Reels, a new video format within Instagram Stories, that allows users to create 15-second videos set to music, according to TechCrunch and Variety.
- The new feature is a near copycat of popular social video app TikTok.
- Instagram is currently testing Reels with users in Brazil.
- The feature was initially hinted at in September.
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While new to Instagram, the short-form video and music feature looks similar to the format originally popularized by TikTok, a detail Instagram head Adam Mosseri seemed to acknowledge on Twitter Tuesday.
"Instagram Stories has always been a home for expression and we believe this new format has huge potential to enable more creativity for people," Robby Stein, Instagram's director of product, said in a statement to Business Insider.
Reels launched Tuesday for both iOS and Android users in Brazil, can be found as a new shutter mode under Instagram Stories, next to Boomerang and Super-Zoom. Users can share Reels videos to their Stories, or more privately with Close Friends or via direct messages.During the testing phase, Instagram will feature some users' videos in a new Top Reels section of the Explore tab in an apparent effort to replicate the virality seen on TikTok.
Love the phrase 'remarkably decent,' high praise for sure given how much you love TikTok,- Adam Mosseri (@mosseri) November 12, 2019