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Reels has been tested in Brazil, Germany and France before India.
The company said Reels will enable people to record and edit 15 seconds multi clip videos with audio effects and users could share Reels content on their feed, or through a new space on the explore section.
On being asked if the launch of Reels in India was triggered and accelerated by the TikTok ban, Ajit Mohan, VP and MD Facebook India said testing of Reels had been in the works and is consistent with the emphasis Facebook has placed on India over the last few months and is triggered by the growing appetite for short form videos on Instagram. "Any other association to explain it would not be accurate. Instagram has grown remarkably fast in India. Enabled by the rapid expansion and access to mobile broadband, users have embraced videos dramatically. Videos make up over one third of posts on Instagram in India now and Reels would give an opportunity to create global stars out of India. We have a lever for local creators to go global ," Mohan said.
Vishal Shah, VP, product, at Facebook said Reels is filling the missing short form video piece in the media eco system on Instagram. "The feed videos that people post on Instagram are 15 seconds or less. So the idea of coming to the platform to consume short form videos is very much there. We want to make it easier for them to create that content and be easily discovered. And that is really the reason and rationale for why we built Reels."
Mohan said one of the standout features of the consumer technology space is there is a lot of 'competitive intensity' and that will continue, on being asked about competitors and the user growth of some other apps following the ban on 59 Chinese apps. "Consumers have a lot of choice. As a company, our focus is on how do we show up. Are we able to innovate. Are we able to continuously test the ability to give new creative tools to creators, which is what we are doing with the testing of Reels on Instagram. We do believe we have the opportunity to continuously raise the bar on innovation. Instagram has been growing in India for a while now. There is a disconnect that it is relevant among the premium creators," he said.
"A programme that we launched last year called Born on Instagram was focused on showcasing smaller creators from smaller towns. Instagram is quite immersed in the cultural fabric of India," he added.
Instagram has roped in 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 Bahuguna for the initial content on Reels.
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3 Comments on this Story
Dilkhush 236 days ago
Instagram should also be banned, as it is stealing peoples' precious time.
ItsJustStupid236 days ago
Decade has passed after worldwide financial crash but nobody yet nobody is punished or fixed fault. 10 millions have become victim of pandamic & world is in mess for 10 month without clue for solutio . तूमसे ना हो पायेगा your Inovation will be about 10 Sec video.
Binu Pillai236 days ago
Facebook /Instagram / WhatsApp are with AMBANI so they won't face any obstructions even if they steal the data.