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Instagram launches Reels, its attempt to keep you off TikTok - The Verge

Instagram launches Reels, its attempt to keep you off TikTok - The Verge

Instagram launches Reels, its attempt to keep you off TikTok - The Verge
Aug 05, 2020 1 min, 21 secs

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.

For creators looking to use Instagram Reels as a new way to build a following, Instagram has revamped its Explore page to create a specific landing spot for Reels at the top of the screen that people can vertically scroll through — similar to TikTok’s “For You Page.”.

Robby Stein, Instagram’s product director, said that while TikTok popularized the short video format, the two products are different.

More than 50 percent of people use Instagram’s Explore page in a month, Stein said, and now there’ll be a dedicated hub for Reels.

Reels’ biggest difference from TikTok is its tie-ins to the overarching Instagram ecosystem, Stein says.

People can send Reels to their friends directly on Instagram and they can use Instagram-specific AR filters and tools — everything that people want to do is part of an existing network.

For now, though, Instagram won’t be paying popular creators for their videos, as TikTok has started to offer.

People won’t be able to “duet” with each other — a core TikTok feature that lets people interact with, build upon, and remix videos.

Instagram also won’t allow people to upload songs directly into the app’s system

Musicians looking to use the app as a place to make a song go viral “can add original audio by just recording and that can live on later,” Stein said, adding that “other people could use it and remix it,” but the actual song can’t be uploaded directly

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