Facebook has been particularly proactive in dealing with this situation by working on an answer to TikTok in the form of Instagram Reels. This is a feature that would similarly allow you to create up to fifteen second videos and draw from a catalogue of music that you can then end up lip syncing to. Part of TikTok’s appeal is how easy it is for users to end up going viral, and Instagram Reels is going to have a similarly structured “Featured Videos” section that would make it easier for the average user to end up getting some kind of a viral video.
After a year of working on this platform, it seems that Facebook is set to launch it globally quite soon. This comes as TikTok is facing scrutiny in Washington, and as a trade war between the US and China is starting to become ever more heated. Some are criticizing the US for trying to stifle capitalism by refusing to allow a Chinese social media platform to succeed on their soil thereby creating artificial conditions in which their own companies can succeed. Regardless, Instagram Reels is going to be launched in over 50 countries, and it will interesting to see whether or not it is able to topple TikTok’s current hegemony.

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