TikTok and the other followed

With the uncertainty around TikTok in the US, Instagram has positioned itself as the obvious solution in case things go south and Youtube doesn't want to lose the race. Reels (from Instagram) works basically in the same way - users can record small videos and popular songs and/or sounds on the back - and they can be found on the Explore tab of the popular app. Although Instagram claims "no two products are exactly alike, and ours are not either", it is clear that this is obvious competitor to TikTok the same way Stories were an answer to Snapchat. As for Youtube, who will launch Shorts initially in India, they claim to have a "new short-form video experience right on YouTube for creators and artists who want to shoot short, catchy videos", which sounds exactly like TikTok and Reels. With a new space created by TikTok which showed to have the capacity to capture so many users, it is only natural that a massive platform like Instagram or even Youtube want to get on board in order to capture new and no lose old users. Source1: https://www.theverge.com/2020/8/5/21354117/instagram-reels-tiktok-vine-short-videos-stories-explore-music-effects-filters Source2: https://www.cnet.com/news/youtube-is-adding-a-new-shorts-feature-to-rival-tiktok-and-instagram-reels/