We already know short videos. That’s what this platform TikTok, this hyperactive platform, does. Now Instagram introduces its reels. Will Instagram take the spotlight off another app? 

But what exactly is this reel? It’s a new feature in the Instagram camera that allows you to produce short videos using IG’s own music library and wide range of AR filters. These can then be shared in the feed, in the story or privately.

Does Instagram want to outrun TikTok with this? Instagram itself says that with reels and the new Explore section introduced with them, it wants to address new target groups and show new experiences.

After all, it wouldn’t be the first time that Instagram recognizes the potential of an in-app feature and builds it natively into their system. The Story feature, which first established Snapchat, has also boosted the community and usage of Instagram. It’s already smart of Instagram, as TikTok has become increasingly interesting for producers and marketers in recent months.

Reels has now been available in Germany for a week and a half and many users and influencers have taken stock. Many consider the function to be ill-conceived and the new area of the discovery feed to be confusing.

I personally agree with this. I notice that many simply post outdated TikTok (often even with the TikTok branding!) and do not produce natively for Instagram. But why the hasty posting? There’s a simple reason: Instagram itself has said that the IG Reel Feed’s algorithm works differently, and they all start from zero. Conversely, this means that there is another chance to go viral via Instagram.

It is still questionable. Many consumers find it offensive that „content creators“ post content that does not fit into the Instagram community or their niche. 

My cross-media approach here is: Reels is a great new opportunity with a lot of teething problems. First of all, there has to be an awareness that it is a tool in its own right and not TikTok in white. So maybe we’ll find ourselves here in a few months and I’ll report how the whole thing has developed.