Instagram Reels, Facebook's competitor to TikTok, rolls out in the U.S.
![A picture taken on October 1, 2019 in Lille shows the logo of mobile app Instagram, Snapchat, Twitter, Facebook, Google and Messenger are displayed on a tablet.](https://cdn.mos.cms.futurecdn.net/sUtKGJhvXpotsrvujkoYvF-415-80.jpg)
Facebook is rolling out its new feature that's essentially TikTok, the app President Trump is threatening to shut down in the United States.
Instagram Reels, Facebook's TikTok competitor that allows users to share short 15-second videos accompanied by music, launched in the U.S. and in dozens of other countries on Wednesday.
"Reels gives people new ways to express themselves, discover more of what they love on Instagram, and help anyone with the ambition of becoming a creator take center stage," Instagram, which is owned by Facebook, said in an announcement.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
![https://cdn.mos.cms.futurecdn.net/flexiimages/jacafc5zvs1692883516.jpg](https://cdn.mos.cms.futurecdn.net/flexiimages/jacafc5zvs1692883516-320-80.jpg)
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
This comes days after Trump announced his intention to ban TikTok, which is owned by the Chinese company ByteDance, in the U.S. due to national security concerns. Microsoft is discussing a potential U.S. acquisition of TikTok, and Trump this week set a Sept. 15 deadline for an American company to purchase it, threatening to shut down the app if no sale occurs.
Ahead of the launch of Reels, TikTok CEO Kevin Mayer ripped Facebook in a blog post, describing Reels as "another copycat product" from the company after "their other copycat Lasso failed quickly." ByteDance also blasted Facebook for what it described as "plagiarism and smear."
While testifying before Congress last week, Facebook CEO Mark Zuckerberg was grilled by one lawmaker about whether the company copies its competitors, to which he said, "We've certainly adapted features that others have led in."
Create an account with the same email registered to your subscription to unlock access.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Brendan worked as a culture writer at The Week from 2018 to 2023, covering the entertainment industry, including film reviews, television recaps, awards season, the box office, major movie franchises and Hollywood gossip. He has written about film and television for outlets including Bloody Disgusting, Showbiz Cheat Sheet, Heavy and The Celebrity Cafe.
-
The worst baseball franchises of the Wild Card era
The Explainer These teams have consistently failed to find a winning formula
By David Faris Published
-
Canadian takeover bid for Japan's 7-Eleven could change how the Asian country does business
In the Spotlight Would a foreign company upend konbini culture?
By Joel Mathis, The Week US Published
-
Why are older workers staying on the job?
Today's Big Question And what does it mean for younger workers?
By Joel Mathis, The Week US Published
-
Empty-nest boomers aren't selling their big homes
Speed Read Most Americans 60 and older do not intend to move, according to a recent survey
By Peter Weber, The Week US Published
-
Brazil accuses Musk of 'disinformation campaign'
Speed Read A Brazilian Supreme Court judge has opened an inquiry into Elon Musk and X
By Rafi Schwartz, The Week US Published
-
Disney board fends off Peltz infiltration bid
Speed Read Disney CEO Bob Iger has defeated activist investor Nelson Peltz in a contentious proxy battle
By Rafi Schwartz, The Week US Published
-
Disney and DeSantis reach detente
Speed Read The Florida governor and Disney settle a yearslong litigation over control of the tourism district
By Peter Weber, The Week US Published
-
Visa and Mastercard agree to lower swipe fees
Speed Read The companies will cap the fees they charge businesses when customers use their credit cards
By Peter Weber, The Week US Published
-
Reddit IPO values social media site at $6.4 billion
Speed Read The company makes its public debut on the New York Stock Exchange
By Peter Weber, The Week US Published
-
Housing costs: the root of US economic malaise?
speed read Many voters are troubled by the housing affordability crisis
By Peter Weber, The Week US Published
-
Feds cap credit card late fees at $8
speed read The Consumer Financial Protection Bureau finalized a rule to save households an estimated $10 billion a year
By Peter Weber, The Week US Published