Instagram is eager to make more of the power to compete with its TikTok clone, Reels. It’s shifting Reels to dedicated sections of both user-profiles and the Explore section for public accounts, enabling you to locate those 15-second clips more quickly.
It’s also expanding to include creators in France and Germany beyond the original Brazilian public. That’s far from the ubiquity that TikTok enjoys, but it’s clear that Instagram still constructs the app.
The company didn’t tell when it was going to bring Reels to the U.S. or other countries but said it was expecting the wider availability to help refine the experience.
Not surprisingly, Instagram is being cautious about access to Reels. The social network is attempting to fend off TikTok in the same way it did with Snapchat, emulating main features but ensuring they fit within the framework of Instagram. If this is to happen, it needs to know how the real users are going to react — and that takes time.
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