Trying to make the most out of the TikTok ban in India, Instagram announced the official release of Reels, a characteristic that allows users to create short-shape videos (up to fifteen seconds long) set to music or other audio — to a “broad” Indian user base. First, the Facebook-owned service started out testing Reels, widely known as the “TikTok clone,” late ultimate 12 months in pick out markets.
This comes days after the TikTok’s ban including 58 other devices that were barred by India’s government citing security and data thefts. Business Insider claimed exclusively a few days ago that the Instagram app’s Reels feature was being secretly tested in India. Some users already appear to have an update for the Instagram app which included the feature. Reels lets users record a TikTok-like 15-second clip and add it to their stories and it is being planned to test it out and expand into other countries eventually.
Reels’ modified features are supposed to add music/audio files to the clip history or share the audio of others in the same way as the ‘Duet’ feature of TikTok. Only recently, Facebook and Instagram had partnered with the Saregama music label to give its users access to a music library.
It could mean that Reels will reach out a hand and use the library inside, but the official information on that is yet to be released. Also, the new update is expected to bring in a new section called ‘Top Reels’ where users can post and access their new clips in the Explore Tab.
Last year, Reels was released back in November. Although the feature was originally limited to Brazil, it has widened its scope to include new countries such as France, Germany and looking at recent trends the list may include more countries such as India.
Apps and platforms trying to cash in on video content amid TikTok ban
Before the ban, India was the largest market TikTok had outside of China. TikTok said it had accrued more than 200 million users in the country late last year and the company was aiming to increase that number to at least 300 million this year.
In the event of TikTok’s absence, several start-ups have stepped up their efforts, including Twitter-backed Sharechat, Chingari, InMobi Group’s Roposo, and Mitron. Tens of millions of people have charged it to court. Last week Sharechat said it has doubled it is every day active customers to extra than 25 million in a rely of days.
Gaana, an Indian conglomerate Times Internet-owned song streaming service, rolled out Tuesday’s HotShots to curate movies produced by customers. As of in advance this year, Gaana had more than one hundred fifty million active customers according to month.
Why Instagram is best suited to update TikTok’s relevance
- Instagram had approximately 165 million lively monthly customers in India remaining month, up from a hundred and ten million in June ultimate year, mobile insights organization App Annie stated.
- Instagram Reels will allow multiple content creators to gain followers worldwide in India. There have been many common names on the forum, including Ammy Virk, Gippy Grewal, Komal Pandey, and a lot more.
- Reels videos will appear on the Discover tab of Instagram, which enables users to enter a broader audience than their own fan base.
- Users can also post Reels as “Stories,” but in this case, the video does not appear in the Explore tab and will vanish after 24 hours.
Social Media and its impact in recent years
Platforms like TikTok, YouTube and Instagram have drawn more than one million content material creators in India in the latest years, lots of who have made it their jobs and who those makers are is equally impressive: beauticians, dietitians, excessive college students from small towns in India, elderly human beings who speak languages that very few people understand.
People who have been substantially underrepresented in Bollywood mainstream films and politicians’ speeches have discovered a voice and developed a following that questions the influence of the corporate media. Many of those creators are making lots of dollars through advertisers and emblem deals.
However, this isn’t the first time Facebook has tried their luck in the video content creating app industry. Ahead of the launch of Reel, Facebook revealed it was shutting down Lasso, yet another effort to take up space for short-form content. The failure of the app can be attributed to it being available only in selected markets and hence failing to gain a foothold.
Facebook has always been one of the most popular and used social media platform in India and it is always looking and testing out new apps that might take off in the country.
During a time when Indian alternatives do their best to capture the ground left by TikTok, it’s understandable that Facebook wants a share of that through its already tried and tested Instagram. It will be interesting to see is whether TikTok influencers will support the platform generated by Facebook in the coming weeks.