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Instagram Takes on TikTok with Reels

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Aug 5, 2020, 5:09 PM   by Rich Brome   @rbrome

Instagram has launched a new feature called Reels, which are similar to Stories, but with a number of features copied from TikTok. When creating a Reel, users can add audio from the Instagram music library, add AR effects, and alter the speed of video. It also has an "align" feature to help you line up face and body position when editing clips together. Reels can be shared publicly, where a new space within Explore will help people beyond your followers discover your content. This type of algorithmic feed has been key the viral success of TikTok. Reels can also be shared more privately, like Stories. Reels has been in testing for some time in India and Brazil, but is now being launched in over 50 countries, including the US. The launch comes as Chinese-owned TikTok is under threat from the White House to sell its US operations to a US company or face a complete ban in the US market.

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