Instagram to launch Reel, filling the vacuum of Tik Tok

The ban of Chinese app Tik Tok came as a shock to many content creators. However, Facebook-owned Instagram took this as an opportunity to launch the Reels, which allows users to record edit and share short multiple-clip videos. India is the fourth country after Brazil, Germany and France, where this new format is being tested.

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.

Instagram is used by over a billion people globally across many surfaces — Feed, Stories, IGTV and Live.

With Reels, people can record and edit 15-second multi-clip videos with audio, effects and new creative tools on Reels.

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.