TikTok is so popular that Instagram are copying them

Instagram are taking inspiration from the world’s latest massive sensation for new features as TikTok takes the world by storm.

TikTok is a viral social media app that has spread like wildfire throughout the world and now has over 1 billion users. The app lets users create videos between 3-10 seconds long and gets millions of views every day on their user uploaded short-form videos.

The Chinese based app Douyin and its Western counterpart TikTok has filled the vine-shaped hole in peoples lives and gone even further with popularity booming across the globe. With the rapid success of short videos, Instagram are eyeing up the trend TikTok has cornered.

The Facebook owned platform has been testing ‘Reels’ in Brazil. Reels are 15-second video clips that creators can set to music and share as Stories. They can be shared even further with a Top Reels section in the Explore page, where Instagram will collect those clips.

The feature sounds very much like TikTok’s entire platform, however it won’t be at the forefront of the Instagram app. Reels can be shared in private with friends by direct message or in a Close Friends group.

It will use Instagram’s library of music to give creators the option of what to play in their video. Music selections will include many of the music uploaded to RouteNote thanks to our partnership with Facebook.

Whilst the feature has debuted on both iOS and Android in Brazil, their Director of Product Management Robby Stein says there are no plans to launch it further yet.

They are also reportedly working on another feature based around in-app editing with music and videos. Other users will be able to take your Scenes and remix them themselves by adjusting the speed, music, timer, even adding AR effects.

Head of Social Media and Marketing, RouteNote

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