Instagram launches a new video feature to rival Tik Tok

This feature looks... familiar

By Tegan Mouton

Instagram launches a new video feature to rival Tik Tok

Instagram reels

Anyone who’s anyone knows short-form video sharing is where it’s at when it comes to interacting on social media these days, and video sharing app Tik Tok has been a game changer in the last year, earning two billion downloads globally.

So it’s no surprise that Facebook (owner of Instagram) has released a new video sharing feature on Insta that will let you record and share 15 second videos set to music or voice-overs, perfect for today’s popular viral challenges or comedic skits.

Just like with TikTok, if you find a song or audio clip you like in the huge library of music available, you can tap the music and select “Use Audio” for your reel. You can also use your own original audio, which will be credited to you, and if you have a public account, people can create reels with your audio by selecting “Use Audio” from your reel.

You can post the videos to your regular stories and feed, and Instagram now also has its own version of the Tik Tok For You page: the Reels Explore Feed, which you can post to if you have a public account.

If you share a reel featuring certain songs, hashtags, or effects your video might also appear when someone clicks on that element, meaning it’s a great way to gain new followers.

This isn’t Facebook’s first attempt at a Tik Tok-like feature. The company launched an app called Lasso in 2018 but it was shut down last month after a disappointing run.

While it’s too early to say for sure, it looks like Reels is off to a great start, especially since some celebrities have come out to support it. Selena Gomez is one star who’s embraced it, and Miley Cyrus used the new feature exclusively to tease her new single Midnight Sky.

Not a bad start!