Instagram Reels is the answer to the hit short video app TikTok i.e officially launch by Facebook’s Instagram.

The new Instagram feature will allow users to record and edit 15-second videos with audio, and along with let users add visual effects. Moreover, “Reels in Explore” is a dedicated section for the users to share Reels with the followers in Instagram, or in the Story feature where posts disappear after 24 hours.

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Instagram app will have the Reel option for the users. ,Since earlier this summer The company has been testing Reels in Germany and India, The company has also been testing Reels in Brazil since November and in France.

Facebook has a long tradition of cloning competitive services. The Instagram “Story” feature, which lets people share photos and videos that expire in 24 hours, is similar to Snapchat. Before a congressional hearing on July 29, Facebook CEO Mark Zuckerberg faced tough questioning about the company’s habit of copying rivals.

In 2018 Facebook earlier launched a TikTok knockoff called Lasso, but closed that down in July. It also tried services similar to Snapchat called Slingshot and Poke before Instagram Stories caught on. But those were separate apps — it might have more success with a feature built into Instagram.

As users were already comfortable with Instagram, In fact, copying Snapchat’s features was successful for Instagram in part because Snapchat was difficult to figure out for new users. But TikTok is very easy to use easier than Instagram and part of its appeal is that you’re able to sit back and scroll endlessly with just swipes, without the need to follow anyone or post anything.

Although Snapchat has more daily users than Twitter. Even with the success of Stories, Snapchat remains popular with younger people, though the Instagram feature has likely limited its growth.

For Reels to succeed, Facebook will have to lure video creators away from TikTok. This might be easier to do with Reels since many creators are already on Instagram. 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.”

The company said, “As with previous products, we remain committed to investing in both our creators and their overall experience, and in certain cases, we may help cover production costs for their creative ideas.

As said by TikTok it will grow to over $1 billion in U.S in the next three years and more than double that globally, to pay video creators for their material, also TikTok, in turn, launched a $200 million “creator fund” in July. Probably opening an opportunity for FacebookTikTok, however, is under fire.

Microsoft is in talks to buy part of TikTok in what would be a forced sale, following threats from President Donald Trump to ban the Chinese-owned video app, which claims 100 million U.S. users and hundreds of millions globally.

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