While the tech and music industries alike await TikTok’s fate in the US, Instagram has pressed ahead with the official launch of its ‘Reels’ feature.
That’s its strikingly TikTok-like tool for creating 15-second videos with audio and special effects. That audio includes Instagram’s library of licensed music – “tens of millions” of songs – although people can also use their own sounds, which (if their account is public) can then be used by other Instagram users in their own Reels.
As with TikTok, there will be ways to browse other people’s clips via the music: “When you share reels featuring certain songs, hashtags, or effects, your reel may also appear on dedicated pages when someone clicks on that song, hashtag, or effect,” explained Instagram in its announcement.
Reels has been tested in various countries, but yesterday’s launch saw it roll out in more than 50, including the US, UK, Japan, France and Germany.
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