The Brief: Since Instagram launched its TikTok replica, Reels, TikTokers have been sharing their strong opinions about the new feature through memes.

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On August 5, Instagram launched Reels in several countries including the United States. This new feature allows Instagram users to share and view 15-second videos on a separate feed within the app. This move by Facebook, which owns Instagram, is a clear attempt to compete with TikTok by creating a similar short video sharing feature. Reels was released during a time when the U.S. president is threatening to ban TikTok for its parent company, ByteDance’s, ties to the Chinese government. TikTok itself acknowledged the copycat element of Reels, quote tweeting Instagram’s announcement about the launch with “well… this looks familiar 🤔 😉 .” Individual TikTokers have been making fun of Reels as well, creating comedic videos and memes about it on TikTok.

Instagram Reels Memes On TikTok

At the time of writing, videos associated with the hashtags #Reels and #InstagramReels have been viewed over 22 million times on TikTok. While some #Reels videos are about fishing reels, others comment on how Instagram’s new feature is a clear rip off of TikTok, how TikTokers won’t abandon their community, and how in their eyes, Reels is inferior to TikTok.

@failarmy

A new challenger is approaching! 😂 #failarmy #reels #challenge #sketch

♬ original sound – failarmy

@diegonagzero

Are you going to check out IG Reels? 😳 #reels #reelsinstagram #foryou #fyp #TikTokRecipe #iseenochanges #iamlost

♬ original sound – halffamous

@socialmedianews74

😳 Reels Or TikTok @sirabiola #reels #smn74 #nn74 #reelsinstagram #OutfitChange #GetFit

♬ original sound – negronews74

@lyssiekrt

Is anyone using Instagram reels?! #instagramreels #instagram #iftheworldwasending

♬ original sound – evanormous

@colewalliser

Tik-Tok is king #instagramreels

♬ original sound – colewalliser

@richblackguy

Instagram Reels.

♬ original sound – richblackguy

@lilyxlei

Instagram Reels can you not! #teamtiktok#savetiktok#comedy#comedyskit#tiktokfanfest

♬ original sound – lilyxlei

@matt_and_omar

can insta get some originality 😤😤 #fyp #reels #couplecomedy #instagram

♬ Pam Im the supreme – rylee.cherne

For many TikTokers, one major drawback to Reels is that it only allows for 15-second videos while TikToks can be between 15 seconds and one minute.

@ollierose_

Reels launched today 🥴 #TikTokRecipe #momlife #instagramreels #reels #storytime #fyp

♬ original sound – ollierose_

Others have predicted that Reels will be too much like Straight TikTok.

@2tim6

#gaytiktok #alttiktok #instagramreels #gayalttiktok #fy

♬ original sound – timmychalametsbuttlice