Facebook launches Instagram Reels, a competitor of TikTok, the functionality is now available in about 50 countries.
Facebook is pleased to announce the launch of Reels, a short video feature on Instagram that is intended to compete with TikTok. In test phase since a few months in Brazil, France and Germany, Reels has just been available in about 50 other countries. In addition, the launch of Reels comes a few days after ByteDance, the parent company of TikTok, started discussions with Microsoft about a possibletakeover of TikTok US.
According to Facebook, Reels is "a new way to create and discover short and entertaining videos on Instagram". The content created is intended to be shared and discovered beyond the circle of contacts, "offering everyone the chance to become a creator on Instagram and reach new audiences on the global scene.
Reels works very similarly to TikTok, the application created by ByteDance, which currently has nearly one billion users worldwide. Both offer the same vertical scrolling, the same mosaic of videos on user profiles and the same looping playback. In addition, TikTok's principle of algorithmic suggestion, proposing relevant content to users according to their profile, is also taken up by Instagram.
Reels has been tested since November in Brazil, and since June in France and Germany. As of today, more than fifty other countries, including the United States, India, the United Kingdom, Australia and Japan.
Mark Zuckerberg's company acknowledges that there is a similarity between Reels and TikTok. "We weren't the first to create news feeds, we weren't the first to create stories, we're certainly not the first to create short videos," said Vishal Shah, Instagram's product manager in June.
Reels is not the first TikTok-like platform developed by Facebook. In 2018, two years after the Chinese application was created, Facebook launched Lasso in the United States and South America. But the project was finally abandoned in July, as the application had only been downloaded 10.5 million times since its launch, compared to 2 billion for TikTok.
Moreover, the launch of Reels comes at a time when the future of TikTok in the United States is under serious threat from the Trump administration. Indeed, the latter accuses TikTok of transmitting private user data to servers in China and sharing it with Beijing. TikTok has also been banned in India since June as part of a purge of Chinese applications. Facebook could then take advantage of this situation to seduce more Internet users, and even TikTok users.
Source : Facebook