Instagram, owned by tech giant Facebook, has launched its new ‘Reels’ short video feature in 50 countries – including the US – in what appears to be a direct challenge to TikTok. Microsoft is currently in talks to buy the latter.
Not unlike the hugely popular TikTok, Reels allows users to record, edit and post 15-second video clips. The new feature, already tested in several countries including Brazil and Germany, launched in India in early July – about a week after TikTok was banned by Narendra Modi’s government as one of 59 Chinese apps deemed “prejudicial to [the] sovereignty and integrity of India, defense of India, security of state and public order.”
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