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Instagram Reels, TikTok void and Ajit Mohan’s legacy

This week, social network Instagram rolled out Reels—a feature that allows its users to record and edit 15-second video clips—in the Indian market.

A global experiment that Facebook has been conducting since late last year in a handful of countries, Reels has been designed to counter Bytedance-owned TikTok. Much like the latter, Reels allows its users to record videos with creative tools, audio, music from its recently created library, and some special effects.

Launched within days of the Indian government’s ban on 59 Chinese apps including TikTok, the timing of this rollout is hardly a coincidence.

The Morning Context has raised money from a clutch of investors, entirely in their personal capacity. It is quite likely that some of them may be directly or indirectly involved in a competing line of business similar to the companies we write about. Our full list of investors is here.

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