Instagram is launching a video-music remix feature to finally fight back against Chinese social rival TikTok. Instagram Reels lets you make 15-second video clips set to music and share them as Stories, with the potential to go viral on a new Top Reels section of Explore. Just like TikTok, users can soundtrack their Reels with a huge catalog of music, or borrow the audio from anyone’s else video to create a remix of their meme or joke.
Launching today limited to just Brazil where it’s called Cenas, Reels leverages all of Instagram’s most popular features to frankenstein together a remarkably coherent competitor to TikTok’s rich features and community of 1.5 billion monthly users including 122 million in the US according to Sensor Tower. Instead of trying to start from scratch like Facebook’s Lasso, Instagram could cross-promote Reels heavily to its own billion users.
But Instagram’s challenge will be retraining its populace to make premeditated, storyboarded social entertainment instead of just spontaneous, autobiographical social media like with Stories and feed posts.
“I think Musically before TikTok, and TikTok deserve a ton of credit for popularizing this format” admits Instagram director of product management Robby Stein. “No two products are exactly the same, and at the end of the day sharing video with music is a pretty univeral idea we think everyone might be interested in using. The focus has been on how to make this a unique format for us.”
Starting in Brazil before potentially rolling out elsewhere could help Instagram nail down its customization and onboarding strategy. Luckily, Brazil has a big Instagram population, a deeply musical culture, and a thriving creator community, says Stein. It also isn’t completely obsessed with TikTok yet like fellow developing market India. As Facebook CEO Mark Zuckerberg said about trying to grow Lasso, “We’re trying to first see if we can get it to work in countries where TikTok is not already big.”
Perhaps Instagram’s best shot at differentiation is through its social graph. While TikTok is primarily a feed broadcasting app, Instagram can work Reels into it’s Close Friends and Direct messaging features potentially opening a new class of creators — shy one who only want to share with people they trust not to make fun of them. A lot of this lipsyncing / dancing / humor skit content can be kinda cringey when people don’t get it just right.
Here’s how Reels works. Users will find it in the Instagram Stories shutter modes tray next to Boomerang and Super-Zoom. They can either record with silence, borrow the audio of another video, or search Facebook’s enormous music collection secured from all the major labels and many indie publishers. Users pick the chunk to the song they want, and can then record or upload multiple video clips to fill out their Reel.
Once satisfied with their editing job and scene-by-scene captions, they can share it to their Story, Close Friends, or message it to people. If shared publicly, it will also be eligible to appear in the Top Reels section of the Explore tab. Most cleverly, Instagram works around its own ephemerality by letting users add their Reels to their profile’s non-disappearing Highlights for a shot to show up on Explore even after their 24-hour story expires.
Instead of having to monetize later somehow, Instagram can immediately start making money from Reels since it already shows ads in Stories and the Explore tab.
Cloning TikTok isn’t just about the features, though Reels does a good job of copying the core ones while leaving out AR effects and transitions for now. But creating scripted content is totally new for most Instagram users, and could feel too showy or goofy for an app known for its seriousness. Instagram may have to lose its artful, cool vibe to embrace the silliness of tomorrow’s social entertainment.