Johnny Aldred Johnny Aldred Copy Editor, Performance Marketing World

The evolution of Instagram Reels: one year on

With the recent explosion in popularity of the short-form video, it’s worth remembering that TikTok is not the only game in town.

Ed East, CEO and co-founder of global creative influencer marketing agency, Billion Dollar Boy, tracks the progress of a pretender to the TikTok crown

This month marks one year since Instagram introduced Reels, a direct competitor to TikTok, the most downloaded app of 2020. Seeking to capitalise on the short-form video content boom and TikTok’s then-uncertain future, Reels was rolled out in over 50 countries.