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Recently, uncertainty has raged around the Chinese service TikTok. In the United States, the Trump administration has repeatedly spoken out against a ban on the service. This has led to TikTok users posting links to both Instagram and other services in their videos, and constantly marking videos as the last one they post on the service.

This week, Facebook also launched its Instagram Reels service, which is considered a competitor to TikTok. Facebook has previously tried a similar service in markets where TikTok has not had a strong presence so far.

Several of the most profiled TikTok users have also announced a transition to the existing Triller service, which has a greater focus on profiling music and artists than TikTok has had, where music has to a greater extent been the basis for the various dance trends that have taken off. .

It is possibly time to look at what the two major competitors offer compared to TikTok, so below we have made a small summary of the first impressions of Reels and Triller against the «original».

Reels
Reels we have only tried after Instagram’s official opening just now, so we can not pass any definitive verdict – but both in terms of type of content, the people who create that content and variety, the service seems very similar to today’s TikTok.
Reels we have only tried after Instagram’s official opening just now, so we can not pass any definitive verdict – but both in terms of type of content, the people who create that content and variety, the service seems very similar to today’s TikTok.

Reels is not a separate app, but a function in Instagram, where in the «feeds» you see both regular Instagram posts and video posts marked with Reels. So far, they do not seem to have been completely separated, but are hiding well mixed with all sorts of other posts and still images.

Just like on TikTok, you can upload simple and short videos, or merge several short videos into a longer version. All with music and effects – almost a blueprint of TikTok, in other words. It is possible to turn up and down the speed of videos, and there are also a number of AR effects available for you who make video clips.

A quick look at the content strongly suggests that although some content creators have jumped to Triller, Instagram has the advantage of being as large as it is before. Many TikTokers link to their IG profile in their uploads, and in terms of content it is clear from the first moment that a lot of what moves in Reels is similar to what we are used to from TikTok.

It is thus largely about «ordinary» users, and to some extent influencers, who upload trend dances, small sketches and creative inventions with the effects that are available.

Thus, at first glance, Reels seems to have retained the slightly «popular» character of TikTok. If TikTok did not already have trouble hanging over him in western markets, it is questionable whether there could not have been some quarrel about the service – because the Reels experience is simply very similar to the TikTok experience, all the way down to the fact that many of the users who post are the same.

Benefits:

Supposedly safer service, based in the US
Already has a sea of ​​users
Many of the same video features as TikTok
Solid selection of content from the start

Disadvantages:

Facebook (which owns Instagram) is also not infamous for good privacy
Can appear cluttered, with a mix of still images and video
Trills: TikTok for «content professionals»
Triller has similar content as TikTok, but less of it – supplemented by more musical content with a focus on the artists. In addition, there is a relatively large amount of content on the service that is commercial in one way or another.

Lately I have been using Triller a lot, to see if the content matches TikTok. The Chinese service uses algorithms to present what it thinks you will like on the «For You» page (FYP). And since the undersigned is uncomfortably far from being 14 years old at the time of writing, what I get is presented primarily as dance videos – but probably a much wider cross-section of what goes on at the service than younger age groups will get.

And in the last year or two, the content volumes for all age groups have apparently increased quite drastically on TikTok.

Trills
Trills are both the same and different TikTok at the same time. The same type of videos are presented, but they are far more often made by influencers and other professional actors.

The feeling when switching between services is a bit like walking from an open square, to a blank advertising catalog for everything from Mike Tyson’s upcoming show campaign to product placement from influencers.

At the same time, Triller is far more focused on the actual music used, and on the creators of it – where it is only one ingredient in TikTok and Reels.

Trills are not the first to have tried to contribute to community building for musicians. There have been some of the building blocks on the web almost since the beginning – with MySpace and Soundcloud as important players, but Apple has also tried their hand at the same, by having its own fan pages in the Apple Music service.

So if you’re interested in music, Triller is probably a better source of content than TikTok and Reels, but if you – as most of us do – mostly scroll from one fun 15-second clip to the next, Triller is mostly a bit striving little brother compared to the original.

Benefits:

Active musicians on the service
Lots of «behind the scenes» content
Some well-known content creators are focusing on the platform

Disadvantages:

Not as popular as TikTok
Content relatively lean
Lots of commercial content
Not sure you need to leave TikTok – yet
TikTok has developed into a service with far more content for all ages, and not just the youngest among us. Here’s a typical example of the clumsy use of the Duet feature, where someone first uploads a video that inspires or is made to take others along to make a video that is juxtaposed. Several of TikTok’s functions have similar counterparts in Reels and Triller. But it is not certain that there is an end to TikTok yet.
TikTok has developed into a service with far more content for all ages, and not just the youngest among us. Here’s a typical example of the clumsy use of the Duet feature, where someone first uploads a video that inspires or is made to take others along to make a video that is juxtaposed. Several of TikTok’s functions have similar counterparts in Reels and Triller. But it is not certain that there is an end to TikTok yet.

Although it jokes a bit about TikTok’s future existence in the US, there is so far not much to suggest that it will be banned here in Europe. Nor is it certain that it will actually be banned in the United States. US authorities have wavered a bit between statements and what they have actually done with Huawei in mind, and it is not at all certain that they will choose to ban TikTok even though they have mentioned the possibility of it.

Another factor is that Microsoft has already explored the terrain to buy TikTok’s business in the US, and for all we know in other western markets as well.

Thus, it is early to turn off the light for the popular service. But it is worth noting that although it may not be banned, the claims of US policy around the service have been quite harsh. Most of them have stated that the service can be used by the Chinese authorities for data collection or influence outside the country.

TikTok is not available on the Chinese mainland. In their own home market, TikTok owners Bytedance have another service known as Douyin, which is similar to TikTok in design.