Facebook owned photo-sharing platform Instagram said it has extended the testing of its short video format ‘Reels’ to India.
India is the fourth country, after Brazil, Germany and France, where the new format is being tested.
Reels lets Instagram users create and share short videos. Users can record and edit 15-second multi-clip videos with audio, effects and creative tools on Reels, and share them with their followers.
A public account user makes the reels available to the wider Instagram community through a new space in Explore. Sharing the reels on Explore helps reach wider audiences since over 50% of accounts on Instagram globally visit Explore every month, the statement added.
“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. People across the big and small cities of India come to Instagram to express themselves safely, and also to be entertained,” Ajit Mohan, managing director of Facebook India said.
Late June, the Indian government banned 59 Chinese apps, citing concerns around the sovereignty and integrity of India.
Existing users on TikTok are unable to scroll for new videos and the app could not be accessed even on desktop.
In less than 48 hours after the ban, homegrown alternatives reported a rise in user engagement, so much so that a few TikTok substitutes crashed.