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I think it will work. TikTok has taught us that a lot of people will passively let videos wash over them. But my first thought is that it might just cannibalize Instagram. If people open a Reels app and zone out on it, they won't be spending that time on Instagram. And it would be interesting to see how having two apps would affect creators.

I don’t think it’ll work at all there are already so many TikTok competitors just keep reels within an Instagram

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