Instagram introduces new Reels features to attract TikTok users

Efe Udin

January 20, 2025

Following the US Supreme Court’s decision to uphold a law banning TikTok unless it is sold by January 19, Instagram has moved quickly to capitalize on the uncertainty surrounding the popular app. With TikTok planning to shut down its US operations by Sunday, Instagram has introduced two new features for its Reels platform in a bid to capture TikTok’s displaced audience.

New Reels features to boost engagement

Instagram’s latest updates aim to make Reels more interactive and foster greater engagement among users. One of the new features allows users to discover Reels that their friends have liked or commented on, displayed at the top right corner of the Reels tab. This makes it easier for users to engage with trending content within their social circles.

Additionally, Instagram has introduced a reply bar that enables users to start conversations directly on Reels. This feature allows for quicker interaction by letting users reply to a friend’s activity, such as liking a specific reel. According to Instagram, this change will provide “more opportunities for your reels to be seen by people who don’t follow you yet.”

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Targeting TikTok’s US audience

The launch of Instagram’s new tools is well-timed. With TikTok likely to exit the US, Instagram aims to make Reels a top pick for creators and viewers. By boosting ease of use and reach, it seeks to draw TikTok’s loyal users. As is often the case with Instagram updates, these features are launching in the US first. This is where the impact of TikTok’s potential ban will be felt the most. Instagram has confirmed that the new features will eventually roll out to other regions. However, no specific timeline has been provided.

Read Also: Trump to Issue Executive Order Monday to Delay TikTok Ban

However, after Tiktok temporarily left the scene in the U.S. yesterday, a few hours later, the company made a comeback. Many thanks to the intervention of President Trump. Nevertheless, the company’s future remains uncertain. Instagram’s push to boost Reels comes at a key time for TikTok and its fans. With TikTok’s US future unclear, these tools show Instagram’s goal to step in and be the top spot for short clips.

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