Instagram has officially launched “Reels”, a new short video service that will rival TikTok, in more than 50 countries …

Instagram just announced the launch of Reels in England, Germany, UK, US, India, Japan and Australia.

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This is “a new way to create and experience short, entertaining videos.” This new feature allows you to record and edit 15-second videos with music from Instagram library, AR effects, and various new creative editing tools.

The content can then be shared to subscribers on “Feed” or to public accounts, made available to all Instagram users around the world via a new space in “Explore”. THE big difference with TikTok.

Does TikTok have anything to worry about?

TikTok should be on guard, especially since last April YouTube also launched “Shorts”, a new service that also adopts the short video format.

Additionally, this new Instagram feature comes as TikTok, owned by Chinese company ByteDance, is on the verge of being banned in the United States and Microsoft is negotiating its acquisition.