![]() “It’s our hope that with this format we have a new chapter of entertainment on Instagram.” “We’re going big with entertainment and the permanent place for you to go lean back, relax, and be inspired every day,” Stein said. This is essentially Reels’ equivalent of the “For You Page” on TikTok, a place for creators to possibly go viral or find new followers. 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. Part of that focus includes the redesign of Instagram’s Explore page. Reels is designed with entertainment in mind, an area that Instagram wants to really focus on. ![]() Stories are designed as more of a social feature - quick little snippets people want to share with their followers. Instagram’s product team is “really positioning Instagram cameras around a few core formats,” according to Stein. The camera’s new features are similar to TikTok’s, with options to mess with the speed, apply special effects, set a timer, and add audio. Reels can be recorded either all at once or as a series of clips, or people can upload videos from their photo gallery. ![]() When opening Instagram to make a Reel, people will be able to slide to a new section of the camera that comes with an assortment of tools. Part of that strategy is focusing on what Stein believes Instagram does best: creating easy-to-use technology for whoever wants to make a video. TikTok did it first, but maybe Instagram can do it better. That history of success is one of the strongest reasons for Instagram’s team to think it can pull Reels off. Stein said that his team received “very similar feedback when we launched Stories.” But Instagram Stories quickly surpassed Snapchat in daily users and has continued to be a massively successful product. That’s a familiar line to people who remember when Instagram first launched Stories in 2016, and the company was accused of creating a Snapchat clone. “But at the end of the day, no two products are exactly alike, and ours are not either.” “I think TikTok deserves a ton of credit for popularizing formats in this space, and it’s just great work,” Stein told The Verge. Robby Stein, Instagram’s product director, said that while TikTok popularized the short video format, the two products are different. ByteDance also said Sunday that Facebook was among the troubles in its path, accusing the company of plagiarizing its product with Instagram Reels. 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. The feature lives entirely inside of Instagram it’s not a new app. For people who want to share with friends, Reels created under private accounts will only post to a person’s Feed and Stories. If you want to become the next Charli D’Amelio, having a public profile will allow your Reels to be widely discovered. 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.”īoth private and public options are available. ![]() Reels allows people to record videos up to 15 seconds long and add popular music, as well as an array of filters and effects, over top of them. 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. 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. With TikTok’s future uncertain, Instagram is hoping to lure some creators away with the rollout of a direct competitor, Reels, which is launching in more than 50 countries today, including the US, UK, Japan, and Australia, on both iOS and Android.
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