Is TikTok in danger? The strongest competitor has appeared in Russia

Instagram launched the Reels service in Russia, which is positioned as a direct competitor to TikTok. The international launch of Reels took place in August 2020, when this service became available in the USA, Japan, UK, Australia and about fifty other countries. Until recently, Reels did not work in Russia.

Reels works directly on Instagram, that is, in fact, it is a subsection of this social network. Users can record and upload videos up to 30 seconds long with various effects and music. There you can also view content posted by other people, like and comment on posts. The features in Reels are for the most part the same as in TikTok.


Apparently, the delay in the appearance of Reels in Russia is due to the problem of music licensing. Now that it has been resolved, a relatively new opportunity has also become available to Russian users – now they can add background music to their stories. To do this, you need to attach a special sticker to a photo or video and choose a composition from the proposed options.

Source: by

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