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Instagram brings TikTok-like short videos to India with 'Reels'
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SME Times News Bureau | 08 Jul, 2020
With the ban on TikTok creating a huge vacuum for the 15-second videos
in the Indian Internet space, Facebook-owned Instagram on Wednesday
announced the extension of the testing of Reels which allows users to
record, edit and share short multi-clip videos, to India.
With
Reels, Instagram users can share short videos with their followers on
Feed and, if they have a public account, make their reels available to
the wider Instagram community through a new space in Explore.
"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," Ajit Mohan, Vice President and
Managing Director, Facebook India, told reporters in a video call.
"With
Reels, we're unveiling the future of entertainment on the platform, in a
way that ignites creativity. With the multiple creative formats,
whichever way you want to express yourself, it can now be on Instagram,"
Mohan added.
Instagram is used by over a billion people globally across many surfaces -- Feed, Stories, IGTV and Live.
With
Reels, people can express themselves while entertaining others, whether
that's by trying out a fun new dance or spreading the message on
something they care about.
People can record and edit 15-second multi-clip videos with audio, effects and new creative tools on Reels.
"Instagram
has always been a place where culture is created, because people come
to share the things they care about and be entertained.
"We're
constantly listening to our community, and have heard that they want to
make and watch short-form videos on Instagram and have the opportunity
to be discovered by our broader community," said Vishal Shah, Vice
President of Product, Facebook.
"We're excited to expand the test
of Reels to India and give the next generation of creators born and
bred in India a chance to share their native and cultural context -- and
be potential global stars."
The feature will start rolling out
to users in India from 7.30 pm from Wednesday and at the onset, will be
populated with content from a diverse set of public figures and
creators, such as Ammy Virk, Gippy Grewal, Komal Pandey, Arjun Kanungo,
Jahnavi Dasetty aka Mahathalli, Indrani Biswas aka Wondermunna, Kusha
Kapila, Radhika Bangia, RJ Abhinav and Ankush Bhaguna.
India is the fourth country, after Brazil, Germany and France, where this new format is being tested.
This
entertainment experience builds on the work done in the past year to
enable expression, such as the vast library of music available on the
platform; the Spark AR effects on Instagram that enable more creation
and expression on the platform; and the ‘Born on Instagram' programme,
which has led to discovery and growth of creators from all across India.
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