The benefit of building Reels within Instagram, Shah said, is the existing network of more than 1 billion users. In response to published reports that Instagram is paying TikTok influencers to join Reels, Instagram said in a statement that the company "have a long history of reaching out to emerging creators and working to break new stars on Instagram".
As TikTok's future in the US remains up in the air, Facebook Wednesday announced the official launch of rival Instagram Reels Stateside and in over 50 countries, calling it "a new way to create and discover short, entertaining videos ... and help anyone with the ambition of becoming a creator take center stage". The company recruited young TikTok stars to use the new service ahead of its launch, offering to cover production costs.
Instagram Reels will allow users to create and share 15-second videos enhanced by a number of effects. President Trump said on Monday that ByteDance must sell TikTok's USA business by September 15 or shut it down entirely.
The stock of Facebook - Instagram's owner - has risen slightly following the rollout of the "Reels" feature.
For Reels to succeed, Facebook will have to lure video creators away from TikTok. It cut back drastically in 2019 once TikTok gained a teenage following and shifted to building an ads business to compete against Facebook.
Users can share Reels on their Feed and, if you have a public account, can make then available in a new part of the Explore section of the app. "Even if TikTok were to be banned in the U.S".
The news comes as hugely popular music video sharing app Tiktok, which is owned by Chinese conglomerate ByteDance, finds itself in the odd situation of needing a buyer for its USA business by September 15 or being banned from the country. Analysts say Instagram is trying to harness the wild creativity seen on TikTok.
The feature, which was first trialed by the social media platform in Brazil late previous year, has already been made available in India, France and Germany.
From today it will be open to users worldwide.