Facebook's Instagram is launching its answer to the hit short video app TikTok — Instagram Reels.
The new Instagram feature will let users record and edit 15-second videos with audio, and will let users add visual effects. Users will be able to share Reels with followers in Instagram in a dedicated section called Reels in Explore, or in the Story feature where posts disappear after 24 hours.
The Reels option will be available in the Instagram app.
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. Facebook CEO Mark Zuckerberg faced tough questioning about the company's habit of copying rivals before a congressional hearing on July 29.
Facebook earlier launched a TikTok knockoff called Lasso in 2018, but closed that down in July. It also tried services similar to Snapchat called Slingshot and Poke before Instagram Stories caught on.
Copying Snapchat's features was successful for Instagram in part because Snapchat was difficult to figure out for new users. They were already comfortable with Instagram. 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.
TikTok, however, is under fire, possibly opening an opportunity for Facebook.
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.
Reels is launching in over 50 countries, including the U.S., India, Brazil, France, Germany, the U.K., Japan, Australia and others.