In an attempt to attract the displaced TikTok users, Instagram has announced two new features for Reels.
The first feature allows users to discover which reels their friends are liking or commenting on, visible at the top right corner of the Reels tab.
The second feature introduces a reply bar, making it easier to start conversations directly within Reels.
Instagram says this update provides more opportunities for your content to reach new viewers, even those who don’t follow you. For example, if a friend likes a reel, you can respond to that like, sparking discussions around shared interests.
Instagram is launching these features in the U.S. first, likely targeting TikTok’s massive user base in the country. The company expects to roll out the features to other regions in future.
Even though TikTok’s deadline has been extended once again after a very short ban, its operations remain in jeopardy. Instagram’s move to enhance Reels could position it as the go-to platform for short-form video content. Instagram is poised to effectively capture TikTok’s audience, positioning itself to take advantage of the uncertainty surrounding its rival.