[Asia Economy Reporter Bu Aeri] Instagram, a subsidiary of Facebook, has entered the "short-form video war" by launching a video service similar to China's TikTok.
Instagram announced on the 2nd that it will launch 'Reels' domestically. Reels is a short-form video editing feature that includes editing, audio, and camera effects. Users can shoot, edit, and share short-form videos ranging from 15 to 30 seconds using Reels.
From today, domestic users can access the Reels option on the Instagram camera screen. Users can either shoot videos directly in Reels or import saved videos for free editing. Creative short-form video production is possible with editing features such as speed control, timer, stickers, augmented reality (AR) effects, and music.
With the introduction of Reels in Korea, a separate Reels tab will be added to the main Instagram screen. Users can view various videos such as fashion, beauty, and music as 'Recommended Reels.' When users post Reels videos, a separate Reels tab is created on their profile. Regardless of account privacy settings, Reels can be shared with friends via Stories or Direct Messages (DM). If the account is public, users who are not followers can also watch the Reels.
Instagram's launch of 'Reels' is closely related to the 'short-form craze' among Generation Z (born mid-1990s to early 2000s). Generation Z, the main consumers of video content, even find 10 minutes too long. According to market research firm Mezzomedia, 56% of teenagers prefer short-form content under 10 minutes.
Some critics argue that Instagram copied the service as the TikTok craze surged. Recently, TikTok, operated by China's ByteDance and popular mainly among Generation Z, has gained strong momentum. TikTok has 1 billion users across more than 150 countries worldwide. TikTok allows users to upload 15-second videos, with short shooting times and editing tools, making it easy for anyone to use.
With Instagram's entry, TikTok, which had maintained its position as the absolute leader in short-form videos domestically, now faces a strong competitor. According to the mobile index by big data platform IGAWorks, Instagram's monthly active users (MAU) in Korea reached 17.25 million as of December last year. TikTok's MAU is about 3.59 million.
Vishal Shah, Vice President of Product at Instagram, said, "Many companies, including TikTok, are introducing (short-form) formats," but emphasized, "Instagram's strength lies in being provided to 1 billion creators. We have created a stronger, Instagram-only version."
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