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Instagram Reels - The TikTok Clone?

Instagram has received the expected copy-cat backlash of releasing Reels, which appears to be very similar to TikTok. Reels gives users the ability to record and edit 15-second multi-clip videos with audio, effects, and new creative tools. These can be shared on your Feed or if you have a public account, make them available to the wider Instagram community through a new space in Explore.

Facebook succeeded with the introduction of Facebook and Instagram Stories, an element taken from Snapchat, so if Facebook can replicate the success of Stories with Instagram Reels, it will put a ton of pressure on TikTok to maintain its growth.

However, Instagram is a platform with distinctive functionality, experience and demographics so even though Reels content looks similar to TikTok it is a different beast. It currently doesn’t have the same filter range as TikTok and only allows you to create 15-second clips rather than 1-minute clips. However, has it taken what really matters and it will continue to develop?

From a pure marketing perspective, Reels has the potential to become a big player in the social media marketing landscape. With Instagram’s global reach, popularity and years of experience in effective advertising, Reels could be a big win for Instagram. We need to accept and get comfortable with Reels just as we have Stories.

Advertising is not yet available for Reels but it will not be long before there will be advertising opportunities so my advice is to get on board with Reels, familiarise yourself with it and be ready to take advantage of introductory low advert costs.

Are you interested in bringing Instagram Reels or TikTok into your marketing mix?

Get in touch with our PR & Social Media Manager, Wendy Ford via

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