With recent news that the popular video and music sharing app TikTok may be banned in the U.S. if not purchased by Microsoft come September 15th, Instagram has decided to offer its own version of the audio/visual social media platform.

With Reels, Instagram app users can record, edit, share and discover 15 second videos, backed with different sounds and millions of music selections. Following nine month of pre-testing in Brazil, the offering went live on August 5th, in over 50 countries, including the United States., India, France, Germany, Japan, Australia and the U.K.

“People have always come to Instagram to express themselves and be entertained,” said Tessa Lyons, director of product management at Instagram. Reels will be “a big part of the future of entertainment on Instagram.” According to management, Instagram Reels will complement the app’s other video features, which comprise Stories, Live and IGTV for longer-form content.

TikTok responded to Instagram rollout by saying “At TikTok we welcome competition … To those who wish to launch competitive products, we say bring it on. Facebook is even launching another copycat product, Reels (tied to Instagram), after their other copycat Lasso failed quickly.”

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Photo: Today Testing