Instagram Launches br TikTok Competitor Reels With TikTok’s potential ban in the United States, Instagram is the latest company to hop on the competitor bandwagon. Reels launched Wednesday on Android br and iOS in 50 countries, including br the U.S., Japan and Australia. The new feature, which lives entirely in the Instagram br app, allows users to record 15 second videos with br the option to add popular music, filters and effects. Content creators will have the br opportunity to gain exposure through br the newly-integrated Reels landing br spot on Instagram’s Explore page. Both private and public options br are available, meaning users may br opt to make their videos discoverable br or post solely to their feeds.