A lot of tech companies had been scratching their heads looking at the success of TikTok, a Chinese short video sharing platform. While the content and content moderation on TiokTok was never up to the mark, however, the sheer pace that TikTok grew in developing countries especially India made all the tech giants wonder where they went wrong. And thus had been waiting for an opportune moment to cash in.

That moment did arrive in the form of a ban imposed on TikTok and 58 others by the Indian government which opened the floodgates for TikTok copy-cats to seize the moment. Apart from several homegrown fly-by-night apps that appeared overnight, even big wigs like Instagram have tested waters with Reels.


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