Can Instagram Provide ‘Reel’ Competition to TikTok?

The pros and cons of the newest social feature

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For the past week, everyone has been talking about Instagram Reels, which enables users to edit 15-second videos with audio and fun AR effects. Sound familiar? Yes, there are a lot of similarities between Instagram’s Reels and TikTok. And even though Instagram confirmed the U.S. launch of Reels in mid-July, it seems especially significant as users and brands anxiously await Sept. 15 when the Chinese-owned, video-sharing app must be sold to an American-owned company or face being banned from the United States.