Facebook launches its new TikTok clone – Instagram Reels

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Facebook has a long tradition of cloning competitive services. The Instagram “Story” feature, which lets people share photos and videos that expire in 24 hours, is similar to Snapchat. Facebook CEO Mark Zuckerberg faced tough questioning about the company’s habit of copying rivals before a congressional hearing on July 29.

Facebook earlier launched a TikTok knockoff called Lasso in 2018, but closed that down in July. It also tried services similar to Snapchat called Slingshot and Poke before Instagram Stories caught on. But those were separate apps — it might have more success with a feature built into Instagram.

About Facebook
Facebook (stylized as facebook) is an American online social media and social networking service based in Menlo Park, California and a flagship service of the namesake company Facebook, Inc. It was founded by Mark Zuckerberg, along with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin Moskovitz and Chris Hughes.
The founders initially limited Facebook membership to Harvard students. Membership was expanded to Columbia, Stanford, and Yale before being expanded to the rest of the Ivy League, MIT, and higher education institutions in the Boston area, then various other universities, and lastly high school students. Since 2006, anyone who claims to be at least 13 years old has been allowed to become a registered user of Facebook, though this may vary depending on local laws. The name comes from the face book directories often given to American university students.
Facebook can be accessed from devices with Internet connectivity, such as personal computers, tablets and smartphones. After registering, users can create a profile revealing information about themselves. They can post text, photos and multimedia which is shared with any other users that have agreed to be their “friend”, or, with a different privacy setting, with any reader. Users can also use various embedded apps, join common-interest groups, buy and sell items or services on Marketplace, and receive notifications of their Facebook friends’ activities and activities of Facebook pages they follow. Facebook claimed that it had more than 2.3 billion monthly active users as of December 2018, and it was the most downloaded mobile app of the 2010s globally.Facebook has been subject to extensive media coverage and many controversies, often involving user privacy (as with the Cambridge Analytica data scandal), political manipulation (as with the 2016 U.S. elections), psychological effects such as addiction and low self-esteem, and content such as fake news, conspiracy theories, copyright infringement, and hate speech. Commentators have accused Facebook of willingly facilitating the spread of such content.

Facebook launches its new TikTok clone: Instagram Reels

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In fact, copying Snapchat’s features was successful for Instagram in part because Snapchat was difficult to figure out for new users. They were already comfortable with Instagram. But TikTok is very easy to use — easier than Instagram — and part of its appeal is that you’re able to sit back and scroll endlessly with just swipes, without the need to follow anyone or post anything.

For Reels to succeed, Facebook will have to lure video creators away from TikTok. This might be easier to do with Reels since many creators are already on Instagram. In response to published reports that Instagram is paying TikTok influencers to join Reels, Instagram said in a statement that the company “have a long history of reaching out to emerging creators and working to break new stars on Instagram.”

Facebook launches its new TikTok clone: Instagram Reels

“As with previous products, we remain committed to investing in both our creators and their overall experience, and in certain cases, we may help cover production costs for their creative ideas,” the company said.

TikTok, in turn, launched a $200 million “creator fund” in July that it says will grow to over $1 billion in the U.S. in the next three years and more than double that globally, to pay video creators for their material.

TikTok, however, is under fire, possibly opening an opportunity for Facebook.

Microsoft is in talks to buy part of TikTok in what would be a forced sale, following threats from President Donald Trump to ban the Chinese-owned video app, which claims 100 million U.S. users and hundreds of millions globally.

Since early July, TikTok users have been posting videos urging viewers to follow them to other platforms like Instagram, reflecting the threat of a TikTok ban. Mary Keane-Dawson, Group CEO at influencer marketing agency Takumi, said the influencers she works with have been sad, angry and upset about the threat of a ban. Still, they’re “pragmatic,” she said, and the smart ones were already active on TikTok, Instagram and YouTube.

Reels is debuting in over 50 countries, including the U.S., the U.K., Japan, Australia and others, as well as officially launching in the test countries — Brazil, France, Germany and India.

Instagram has more than a billion users worldwide. TikTok says it has 100 million users in the U.S. and hundreds of millions globally.

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