Instagram confirmed it’s preparing to soon launch its TikTok competitor, known as Reels, in the U.S. The company expects to bring the new video feature — which is designed specifically for short-form, creative content — to its platform in early August, according to a spokesperson. The U.S. launch comes shortly after Reels’ arrival in India this month, following a ban of TikTok in that market. Reels has also been tested in Brazil, France, and Germany.

NBC News reported this morning Instagram would arrive in the U.S. and more than 50 other countries in a matter of weeks, citing sources familiar with the matter.

A Facebook spokesperson confirmed the U.S. (and international) launch, saying “We’re excited to bring Reels to more countries, including the U.S., in

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