Instagram has begun testing a new editing tool called Reels.
The test, which is exclusive to Brazil, is available on both iOS and Android according to a report by TechCrunch and Variety. There is no report currently to launch the feature worldwide if the test is proved to be successful.
Within the test feature, users can record 15-second length videos, adjust their speed, set the videos to music, or borrow audio from another user's library of videos, similar to the Duet feature on TikTok. Reels could be Instagram's way of improving audience retention against competitor site TikTok.
Users can upload their Reels onto Stories, send via direct messaging, or post them into a new Explore tab, titled Top Reels, which is to showcase the virality of the edited clips.
Similiar to Vine in style, TikTok allows users to create a repeatable video, often to either music, a soundboard, or text. The platform as a result has seen a rise in creators, similiar to Vine, of whom found fame in short sketches or stylised videos.
The art of repetition however, is not new to Instagram, as the Stories feature has been compared to Snapchat's Story feature which launched in 2016.
When asked about the similiarities, Robby Stein, Instagram's director of product management told TechCrunch: “no two products are exactly the same, and at the end of the day sharing video with music is a pretty universal idea we think everyone might be interested in using,
"The focus has been on how to make this a unique format for us.”
Following the large political and social issues with parenting company Facebook, there is a clear reason for Instagram to be changing their brand identity so much in an attempt to disillusion general audiences with its association with Facebook, which recently rebranded as FACEBOOK.
In addition to the Reels feature, Instagram has changed its design, incorporating a Dark Mode design and removing the Following tab. In August 2019, the platform announced a messaging app, Threads, as a way to compete with Snap's social angle of Snapchat.