Instagram’s TikTok competitor is coming to the United States in August.
The feature is called Reels, which Instagram is using to recreate the short musical video format that is similar to TikTok. Reels will allow users to record and edit 15-second video clips set to music. The platform is currently only available in a few countries, including Brazil and India.
A Facebook spokesperson confirmed the U.S. reveal and said, “We’re excited to bring Reels to more countries, including the U.S., in early August.”
“The community in our test countries has shown so much creativity in short-form video, and we’ve heard from creators and people around the world that they’re eager to get started as well,” the spokesperson added.
Details about Reels remain very limited, but Instagram said that users would be able to share the videos with their friends. Reels videos will flow into Instagram’s Explore tab, an attempt to duplicate TikTok’s For You page. It also sources videos based on what the app knows about your interests, directing various content into the feed.
The platform will allow new creators to contribute and will enable creators to create potentially viral content without needing tons of followers on their social media pages.