The much-awaited launch is here! Instagram has its own short video feature called Instagram Reels in India. This feature allows users to create videos on the app, add filters, music and also share it beyond their followers! As known, this is similar to TikTok and allows users to create short videos with popular songs, challenges or trends since TikTok was banned in India along with 58 other Chinese apps earlier.
TikTok had more than 120 million active users in the country who are now looking to migrate to other apps like Chingari and Mitron to post their content. Although Instagram says that the launch of the platform has nothing to do with the recent government order but the scenario surely works in favour of the company.
Ajit Mohan, VP & MD, Facebook India said that this feature has been in the pipeline for quite some time.
India being the fourth country where Instagram is testing Reels after Brazil, Germany, and France, is already rolled out to users in India earlier last week! A Facebook spokesperson confirmed that the company plans to release the feature more widely in more countries.
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Similar to Instagram posts, you can add captions and hashtags before publishing your Reels.
As the Reels were rolled out last week, it was populated with public features and creators. On onboarding new creators for Reels, Mohan said Instagram has been working with creators across the board and had launched ‘Born on Instagram’ to support creators last year.
“…that will continue. We have a partnerships team which works with creators”, he said. Instagram will also look at monetization models eventually.
Facebook will leverage its partnerships with music labels to provide music to Reels and allow users to search for songs from Instagram’s music library for their Reels. Users will also be able to use Facebook’s Spark AR (augmented reality) platform.
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