Facebook Speeds Up Its Rollout of Instagram Reels as TikTok Faces Scrutiny

The clone feature is coming to over 50 countries in early August, including the US

Reels on an iPhone when it began testing in Brazil last November Instagram

Facebook smelled TikTok’s blood in the social media waters, prompting it to bring Instagram’s Reels feature, which mimics the embattled video creation platform’s functionality, to more than 50 countries in the coming weeks, including the U.S.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.