Instagram have created a new virtual tool called “Instagram Reels” which is a new way to create and discover short, entertaining videos on Instagram.
Similar to TikTok, Reels lets people create short-form videos set to music that can be shared with friends and followers and discovered while browsing the app. It’s the newest opportunity for Instagram to bring in users, increase the amount of time people spend in the app every day, and establish itself as a video entertainment platform.
Reels invites you to create fun videos to share with your friends or anyone on Instagram. Record and edit 15-second multi-clip videos with audio, effects, and new creative tools. You can share reels with your followers on Feed, and, if you have a public account, make them available to the wider Instagram community through a new space in Explore. Reels in Explore offers anyone the chance to become a creator on Instagram and reach new audiences on a global stage.
The launch of Reels comes as TikTok faces a potential ban in the United States by President Donald Trump or a possible partial acquisition by Microsoft. ByteDance also said Sunday that Facebook was among the troubles in its path, accusing the company of plagiarising its product with Instagram Reels. Robby Stein, Instagram’s product director, said that while TikTok popularized the short video format, the two products are different.
“I think TikTok deserves a ton of credit for popularizing formats in this space, and it’s just great work, but at the end of the day, no two products are exactly alike, and ours are not either.”
“Instagram does still have a significant number of users who enjoy TikTok to convert over and install,” the Instagram app, said Owen Landefeld, growth manager at Abacus Growth. The marketing agency’s TikTok partner manager said back in May that around 60% of TikTok users aren’t on Facebook and 30% aren’t on Instagram.
Amy Luca, chief executive at influencer marketing company TheAmplify, said Instagram will face a challenge in luring loyal TikTok fans away from the app.
“Trump has now made it very popular with his recent news and there’s nothing like a potential ban on something to get younger generations to rally behind it,” said Luca. “Reels will likely become another fun feature for the existing [Instagram] users but I’m not sure how likely it is to help with immediate user growth for Gen Z.”
Select Reels at the bottom of the Instagram camera. You’ll see a variety of creative editing tools on the left side of your screen to help create your reel, including:
Audio: Search for a song from the Instagram music library. You can also use your own original audio by simply recording a reel with it. When you share a reel with original audio, your audio will be attributed to you, and if you have a public account, people can create reels with your audio by selecting “Use Audio” from your reel.
AR Effects: Select one of the many effects in our effect gallery, created both by Instagram and creators all over the world, to record multiple clips with different effects.
Timer and Countdown: Set the timer to record any of your clips hands-free. Once you press record, you’ll see a 3-2-1 countdown, before recording begins for the amount of time you selected.
Align: Line up objects from your previous clip before recording your next to help create seamless transitions for moments like outfit changes or adding new friends into your reel.
Speed: Choose to speed up or slow down part of the video or audio you selected. This can help you stay on a beat or make slow motion videos.
Reels can be recorded in a series of clips (one at a time), all at once, or using video uploads from your gallery. Record the first clip by pressing and holding the capture button. You’ll see a progress indicator at the top of the screen as you record. Stop recording to end each clip.