The launch of Instagram Reels comes as TikTok's future remains uncertain. Instagram Reels is a brand new simplistic way to create fun and engaging video content from Instagram Stories, boosting content engagement all on one platform.

The timing of Reels particularly convenient when looking into TikTok's recent turmoil. Instagram's head of product, Vishal Shah, said in a recent call that the timing of Reels' release is "coincidental," and that IG has been working on the new feature for a long while.

Will Instagram be going after Twitch next ? Cam Wilson on Instagram @eunoiainbrunette