Instagram plans to launch its TikTok clone in the US and in more than 50 countries in a matter of weeks, NBC News reported this morning. Instagram then confirmed to TechCrunch that the feature will launch in “early August” in the US and beyond.
The feature, called Reels, is Instagram’s attempt to recreate the short music video format that thrives on TikTok. The reels will allow users to record and edit 15-second video clips with music, or they will be able to reuse someone else’s video audio, as is commonly done on TikTok. Until now, the feature is only available in some countries, including India and Brazil.
Instagram, like its owner, Facebook, has a history of replicating popular features from other apps. Its Stories feature was taken from Snapchat, and led to explosive growth for Instagram, apparently at the expense of Snapchat. Seeing the rapid growth of TikTok, Instagram probably hopes to accomplish the same feat again.
The launch also comes as political pressure against TikTok increases in the United States. White House chief of staff Mark Meadows said yesterday the administration was considering taking action against TikTok within “weeks” after Secretary of State Mike Pompeo raised a possible ban earlier this month over concerns about security.
However, for now, it seems like Instagram doesn’t necessarily go all in on Reels. The reels will live within Instagram Stories, where it will be one option among many when publishing. And the videos won’t necessarily stay, like they do on TikTok, unless the creators specifically add them to their profile, TechCrunch previously reported.
It is still unclear exactly how viewers will find Reels to watch. TechCrunch previously reported that they would live within the Explore tab, but NBC News He said today that Instagram will add a new tab at the bottom of the screen where you can see them. A dedicated display tab could make the experience much more like TikTok, which throws users directly onto a non-stop scrolling video screen.
