Instagram takes aim at TikTok with ‘Reels’ tool

Facebook-owned Instagram is releasing Reels, a 15-second video tool that resembles TikTok.

Reels will be embedded in Instagram and accessed when users click on the camera icon in the upper left. Users can create a 15-second video using the tool which can be set to music and other effects similar to TikTok.

According to Axios, this tool will focus on creators rather than daily users by utilizing an algorithm that resemble’s TikTok’s algorithm. Reels will show users popular videos from users on the platform.

Reels is expected to roll out to Instagram users Wednesday, according to CNBC.

The launch of Reels comes after Microsoft began talks to buy parts of TikTok after Trump threatened to ban the Chinese-owned video app, which has 100 million U.S. users and hundreds of millions globally.

The Associated Press contributed to this story.

Cox Media Group