On Wednesday, Facebook rolled out its own edition of social networking competitor TikTok in the U.S. and more than 50 other countries, embedding a new short-form video service named Reels as a tool of its Instagram app.
The release of Reels’ comes days after Microsoft said that it was in talks to buy U.S. operations of TikTok from ByteDance.
Users of Reels can film brief mobile-friendly vertical clips, similar to TikTok, and then incorporate special effects and soundtracks taken from a music library.
After first being trialed in Brazil in 2018, Reels was later tested in France, Germany, and India, with India becoming the biggest market for TikTok before it was banned by the Indian government last month after a border dispute with China.
TikTok Chief Executive Kevin Mayer called Reels a “copycat product.”
Instagram does not yet intend to offer ads or other opportunities to earn money from Reels.
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