Instagram Reels launches in Australia

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 6 August 2020
Instagram Reels

Instagram Reels, a new tool that allows users to create and share TikTok-style content, is rolling out today.

Reels allows users to create edited videos set to audio or music which can be shared in Feed, through Stories, Close Friends or DMs. Instagram has also redesigned the Explore page to prioritise Reels and will launch a dedicated tab for Reels on users’ profiles.

Users can edit their Reels with audio, AR Effects and more.

The feature has been seen as a direct attempt by the Facebook-owned app to take on TikTok which has built its popularity off short-form video content, set to music or audio.

TikTok videos are already widely shared on social media platforms, particularly Instagram. Instagram says short-form videos are increasingly driving engagement with 45% of all videos posted to Instagram Feed under 15 seconds.

Instagram reels_iosx_2.png

“Instagram is where millions of Australians come everyday to express themselves and be entertained,” says Will Easton, Facebook AUNZ managing director.

“Our community is telling us they want to make and watch short-form, edited videos, which is exactly how we’ve developed the Reels experience. Whether you are a creator with a passion to share or a business with a story to tell, our new Reels format empowers your creativity and helps you reach new audiences on a global stage.”

This isn’t the first time Instagram has been accused of copying other social media platforms, with Instagram Stories, which was last reported to have more than 500 million users, replicating Snapchat’s ephemeral format.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus