Instagram is rolling out new features for Reels ahead of TikTok's US ban
The banning of the TikTok social network in the US seems imminent and will have a significant impact among digital content creators, but also among simple users who consume content.
In a perfect coincidence, Instagram announced the release of two new features for Reels, available in the US starting today. Features that are very similar to some present in TikTok and that are useful in the interaction of content consumers.
Reels introduces two new tools for social interaction ahead of TikTok's ban in the US
TikTok's availability in the US is set to officially end this weekend (January 2025). One of the platforms best positioned to benefit from this ban is Instagram, which is expecting a much larger number of active users or even new accounts.
Related: TikTok is banned in several regions and countries of the world
Just ahead of what could be a wave of new users, Instagram is adding two new features to Reels – the equivalent of short videos on TikTok.
Starting in the US, with planned global expansion, Reels now includes the following new features:
1. Find out what your friends like
Instagram has made it easier to see and interact with the content your friends like (or like) on Reels. This activity will be displayed in the upper right corner of the Reels tab.
2. Start conversations
From now on you'll also see a reply bar, allowing you to start conversations based on the content you like. This gives you more opportunities for your Reels to be discovered by people who aren't already following you.
As can be seen in the image above, Instagram will show the activity of your friends and followers on a particular Reel right while you are watching it. This makes it much easier to discover what interests people in your network.
Plus, you can go one step further and respond to your friends' activity. For example, if a friend likes a Reel, you'll be able to respond directly to their like, which expands opportunities for social interaction.
A unique opportunity for Instagram
If the TikTok ban in the US goes into effect, I wouldn't be surprised to see more improvements and features added to Reels in the coming weeks and months. From a business perspective, this is a unique opportunity for Meta that doesn't come around often.
However, let's not ignore the X network either, which could quickly introduce new TikTok-like features, even if the network's content type is much different.
