Instagram has revealed its own competitor to popular video content social network TikTok, launching new platform Reels in Australia today. The content creation format allows users to create short, edited videos that include music and special effects, appearing on Instagram’s in-app camera feature and sitting alongside other functions on the platform such as Stories, IGTV and Instagram Live. In response to reports that Instagram is paying popular TikTok users to join its Reels platform, the company issued a statement saying they “have a long history of reaching out to emerging creators and working to break new stars on Instagram.”