Since the Tik Tok along with other 58 apps has been banned in India, the short-form video platform is vacant. Instagram Reels as confirmed by Facebook is coming to India, filling up the vacancy soon for the short video content creators.
Instagram Reels, mind you, is currently also on test in India, which means that it will be rolled out to users in India in a phased manner, and not everyone will get the Reels add-on immediately on their Instagram app.“Reels gives a voice to individual creators”, says Vishal Shah, VP of Product, Facebook.
Reels can also be accessed via the Camera link in the Instagram app on your phone, much in the same way you currently post Stories right now on Instagram.
Facebook is offering a lot of options with Instagram Reels. These 15-second short format videos can be suited with a variety of music tracks, filters, and editing tools. Instagram confirms that the Spark AR effects will also be available for Instagram Reels, the same way as Instagram Stories.Content creators can play with the video speed and music, depending on the library of tracks available in this region and their content.
Instagram says Reels’ content will get more sharing options to different platforms. Users will also be able to post the short format videos to the Explore tab, as well as to Stories and the Instagram Feed. The search options now include Reels creators as well as by music tracks used by creators in the short format videos.
On the issue of the timing of the launch of Instagram Reels coinciding with the ban on TikTok, Facebook says the plan was always in place to bring Reels to India. “This has been in the making for a while.
We have seen interest in short-form videos for a while now,” says Ajit Mohan, on the timing of the Instagram Reels launch in India, while mentioning India has a young population looking for a platform to express on. “India was always on the radar,” he added. Till now, Instagram Reels was available in Brazil, Germany and France as part of a larger test.
TikTok crossed the 2 billion mark soon after surpassing the 1.5 billion mark in the first quarter of 2020. Out of the 2 billion, India turned out to be the biggest driver with over 611 million downloads.According to the report by Sensor Tower, TikTok’s surge in popularity was due to the coronavirus pandemic. People found TikTok to be most entertaining and engaging in quarantine.
India accounted for 323 million, which is 44%, of the total 740 million TikTok app downloads in 2019 across all platforms. The app is now banned in India