Instagram intends to benefit from TikTok creators in India as it kicks off with testing Reels

Instagram has announced that it will be testing its latest short-form video-sharing feature, Reels, in India. 


The social networking site has stated that it will be working together with numerous established Indian creators from well-known platforms like TikTok and YouTube to multiply content on Reels. India is the fourth country following Brazil, France, and Germany, where Reels is presently being tested. 


This new feature will begin wheeling out for users in India starting and users will be able to watch engaging videos posted by popular creators like Indrani Biswas aka Wondermunna,  Radhika Bangia, Ammy Virk,  Jahnavi Dasetty aka Mahathalli amongst others. 

This latest development drops in merely a week after the government enforced a ban on TikTok.


The Reels feature is incorporated within the Instagram app itself. To produce content on Instagram Reels, the user would be required to open the camera option in the app. And then by afterward clicking on Reels from the bottom of the screen, the app puts up various easy-to-use means to record and then edit a 15-second video.


Creators can either use the in-app music tracks present, or can even use a custom-made audio for their videos. There are alternatives to accelerate or even curtail sections of the video. There’s an ‘Align’ choice available that assists creators to retain their spot in front of the camera whilst recording several cuts in just one video. It also encompasses a variety of augmented reality effects that can be utilized to make videos more fun and engaging.


While the testing is in process in different countries, creators demanded for a distinctive space to explore and upload their Reels. Therefore, the app has initiated a dedicated Reels segment on the Explore page where the users can watch videos from various content creators. Similar to IGTV, users will even have a Reels segment on the profile page, where all their content can be seen straight away.


As per, Ajit Mohan, Facebook India’s Vice President and Managing Director, videos contribute to a third of all Instagram uploads in India. Out of which, nearly 45 percent of the videos uploaded on Instagram are of a minimum of 15 seconds or lower.


Facebook’s Vice President of Product Vishal Shah, termed Reels as the “future of entertainment,” and stated that the primary goal of Reels was to promote Indian content creators and support them in turning to be potential “global stars.”


While Reels is still in the testing process, Instagram Reels is anticipated to become a firm competitor to Indian TikTok opponents like Chingari, Mitron, Moj, and Roposo. On the other hand, various TikTok creators have already shifted to Instagram and are asking their fan base to check out with their newest content.


Instagram is intending to equip itself more from the testing process and from the creators themselves. Monetization options are also anticipated to be initiated once Reels rides off in India. But an official public rollout date has not been declared yet.

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