On August 5th, Instagram released "Reels". Reels is a new vertical platform that allows Instagram users to create, edit and share videos up to 15 seconds long. Users can add sounds, music, AR effects and filters to create a unique video that can be uploaded to Reels or your Instagram feed.
The new Instagram platform is Instagram's attempt to build a TikTok competitor. The timing of Reel comes as TikTok's future is now uncertain as US President Donald Trump intends to ban the app unless there is an American company purchases TikTok. TikTok's growth has been extraordinary with Gen Z as the must have app to watch vertical videos. If you have used TikTok before, the design and functionality will feel familiar with Reels replicating most of TikTok features. So, the question is will Reels kill TikTok?