Instagram has announced the extension of the testing of Reels, a video format, to India. Instagram Reels offers a new way to create and share short videos on the platform.
With Reels, people can express themselves by recording and editing 15-second multi-clip videos with audio effects.
For public account users these videos will be made available through a new space in the 'Explore' tab.
Ajit Mohan, vice president and managing director, Facebook India, said, “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. 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.”
Vishal Shah, vice president - product, Facebook, said, "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. 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 7:30pm IST. India is the fourth country, after Brazil, Germany and France, where this new format is being tested.