Reels – a short-form video feature like TikTok – was globally launched earlier this week.
Instagram is rolling out lucrative offers to TikTok influencers to get them posting on Reels, with highest payouts to those who would exclusively post on Reels. While Instagram Reels has been launched when TikTok faces a potential ban in the US, Instagram’s parent company Facebook insists the timing is coincidental.
The Facebook-owned platform also has onboarded celebrity influencers like Selena Gomez and Miley Cyrus. Reels is also getting attention from brands like Louis Vuitton and Red Bull France, which have established a presence.
With YouTube also testing 15-second short videos on mobile, the short video format is likely to become a mainstay of social content. Adapting to the format might be the key for brands to stay relevant in the future.
[8 minute read]