Instagram Reels, Facebook's competitor to TikTok, rolls out in the U.S.


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.

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."
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.
-
June 28 editorial cartoons
Cartoons Saturday's political cartoons include stupid wars, a critical media, and mask standards
-
Thai fish pie with crispy turmeric potatoes recipe
The Week Recommends Tasty twist on the Lancashire hot pot is given a golden glow
-
Palestine Action: protesters or terrorists?
Talking Point Damaging RAF equipment at Brize Norton blurs line between activism and sabotage, but proscription is a drastic step
-
Economists fear US inflation data less reliable
speed read The Labor Department is collecting less data for its consumer price index due to staffing shortages
-
Crypto firm Coinbase hacked, faces SEC scrutiny
Speed Read The Securities and Exchange Commission has also been investigating whether Coinbase misstated its user numbers in past disclosures
-
Starbucks baristas strike over dress code
speed read The new uniform 'puts the burden on baristas' to buy new clothes, said a Starbucks Workers United union delegate
-
Warren Buffet announces surprise retirement
speed read At the annual meeting of Berkshire Hathaway, the billionaire investor named Vice Chairman Greg Abel his replacement
-
Trump calls Amazon's Bezos over tariff display
Speed Read The president was not happy with reports that Amazon would list the added cost from tariffs alongside product prices
-
Markets notch worst quarter in years as new tariffs loom
Speed Read The S&P 500 is on track for its worst month since 2022 as investors brace for Trump's tariffs
-
Tesla Cybertrucks recalled over dislodging panels
Speed Read Almost every Cybertruck in the US has been recalled over a stainless steel panel that could fall off
-
Crafting emporium Joann is going out of business
Speed Read The 82-year-old fabric and crafts store will be closing all 800 of its stores