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San Francisco — Facebook rolled out its own version of social media rival TikTok in the US and more than 50 other countries on Wednesday, embedding a new short-form video service called Reels as a feature within its popular Instagram app.

The product immediately got uptake with several celebrities, following a push by Facebook to attract creative talent before launch: actress Jessica Alba posted a video with her family promoting her Honest Company's masks, while comedian Mindy Kaling showed off an intentionally underwhelming quarantine “workout” routine...

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