Instagram has launched its TikTok rival - Reels - in Ireland as the Facebook-owned firm seeks to compete head-on with its Chinese rival.
The feature, which was first trialed by the social media platform in Brazil late last year, has already been made available in India, France and Germany.
From today it will be open to users worldwide.
It allows users to post short, 15-second videos to Instagram, with the option to edit in music or various video effects also available.
It mimics many of the features available on TikTok, which has been growing rapidly around the world since it first launched in 2016.
In July TikTok claimed 800m monthly active users - with the app boasting a particularly strong following amongst younger people.
However Instagram's Reels will not go head-to-head with TikTok in the App or Play Stores, as it will sit within the company's existing app.
Reels will feature prominently on its 'Explore' page, while users will also be able to share their videos through direct messages, or keep them restricted to approved followers.
The feature is in addition to Instagram's 'Stories', which are time-limited pictures and videos that users can post to the service.
