reels

Instagram Launches TikTok Competitor, Reels

Reels, the Instagram video-sharing product to rival TikTok and Triller, launched Wednesday in 50 countries including the U.S.

Reels lets users create short-form edited videos with filters, all set to music. Creators can share them with their followers or, on public accounts, make them widely watchable through Instagram's explore page.

Reels represents Instagram's latest attempt to draw in users loyal to apps like TikTok, the Culver City-headquartered company that's in talks with Microsoft for a potential sale after President Trump threatened to ban it in the U.S.

In a recent blog post promising more transparency, TikTok's CEO called Reels a "copycat product."

Before Reels, Facebook — which owns Instagram — tried its hand with Lasso, a similar product that shut down in early July.

YouTube is planning to release its own TikTok rival, Shorts, by the end of the year. The feature would also let users upload video featuring licensed music from YouTube's catalog.

Triller is another app that has seen user interest rise as TikTok hits headwinds. The company saw a massive uptick in users after India's prime minister banned a slew of Chinese apps including TikTok in June.

"Instagram is excited to see how the community gets creative with Reels and for members to discover + break a whole new generation of Instagram talent," the company said in a statement.