06 August 2020
Instagram has made the announcement that it is ready to bring Reels to the Indian market. Reels is Instagram's take on short video creation and sharing format which has seen a huge growth in recent times. The decision to bring the feature seems to have been taken with the intention of capitalizing on the TikTok ban in India.
Instagram Reels allows users to shoot and share 15-seconds videos. There is also support for adding filters and background music to help users show their unique ideas. The best thing is that the feature will be available within the main Instagram app with no need for installing any new app. It can be accessed by tapping the Camera icon and choosing the Reels option from the menu.
As for users who want to watch Reels content, they will need to visit the Explore section. The next step is to tap on the Reels option which will offer a chain of content created using the new feature. The users will be able to scroll through all these videos exactly like it is possible on TikTok.
The Reels functionality is set to go live in India starting 7:30 PM IST today i.e. July 8th, 2020. It is currently unknown whether content creation will be available for everyone, only well-known celebrities, or randomly selected users.