NEW DELHI: A week after the Centre banned 59 Chinese apps, including TikTok, Instagram launched a new feature, Reels, in India, which will allow users to shoot and share short videos on the photo-sharing platform. Reels will be integrated into the Instagram app, and will allow users to make 15-second videos and add creative filters and music to them.
Facebook India vice president and managing director Ajit Mohan said, “With the rise in video consumption overall and videos making up over a third of posts on Instagram in India, Instagram has a big role to play in unleashing expression in the country… With Reels, we’re unveiling the future of entertainment on the platform, in a way that ignites creativity.”
The Facebook-owned company is collaborating with several content creators who used to put out videos on TikTok and also have a presence on YouTube and instagram or this project. According to Instagram, users will be able to record their “Reel” videos by clicking on the Instagram Camera icon. Similar to TikTok, the format provides options like audio from Instagram Music library, Augmented Reality effects, speed and timer.
India is the fourth country, after Brazil, Germany, and France, where this new Instagram video format is being tested. According to the company, more than 50% of accounts on Instagram globally visit Explore at least once a month. explore is a real-time content curation page, which is customised according to a user’s taste.
Users can choose the audience they wish to share their Reel with, and unlike usual Instagram Stories, Reels can be shared in the Explore section and viewed by everyone on the platform and not just a user’s followers.