Instagram has launched 'Reels' – a new short-form video format ‘inspired’ by TikTok. It’s now available in 50 countries worldwide. 

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Reels enables users to create 15-second, looping video clips within Instagram, which can be set to music, and spliced together from various clips. 

With TikTok under fire across the globe, and a potential US ban incoming, it positions Instagram as the natural alternative. Instagram isn’t the only platform to be looking at to profit from TikTok’s troubles - YouTube is testing its own short form video format, ‘Shorts’. 

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Looking at the bigger picture, TikTok is facing some serious challenges that left unchecked, could be catastrophic for a platform that started the year in such a strong position.