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Instagram Reels was first rolled out in Brazil, where TikTok is yet to saturate the market.

This piece states that Instagram’s new video feature Reels could be a strategic step towards competing with TikTok. However, unlike TikTok, where every published video goes public, Reels will allow users to customise who can view their videos.

The platform has already monetised this feature and businesses can bid for video ad space between the individual Reels. It offers several safety features and enables marketers to edit, script and test the content on different audiences to quickly gauge public responses before deploying.

Reels allows for a more polished video offering than its rivals, along with a vast music library through Facebook’s major labels and other publishers. The feature also comes with ghost overlays for more fluid animations and transitions.

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[2 minute read]

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