India recently banned 59 Chinese apps following the conflict at the India-China border. As a result of this conflict, India has lost 20 Indian soldiers at the Galwan Valley.
Post this incident, India decided to ban a handful of Chinese app. This list also included the popular video app 'TikTok'. Since then, many homegrown short-form video creating apps have seen a significant increase in users and downloads on their platform. Instagram too today decided to make most of the TikTok ban in India and started rolling out a feature that will let users create short format video. The feature is called 'Reels' and it is integrated in the Instagram app itself. The feature is being rolled out for both Android and iOS devices.
The feature has a lot of similarities to TikTok and is expected to get a great response from the users. Instagram has already been working with popular Indian content creators like Ammy Virk, Gippy Grewal, Komal Pandey and Arjun Kanungo to help promote Reels. Once the feature is launched, users can first check out the content created by these influencers on the app.
'Reels' lets users shoot videos in short format and since the feature is integrated in the Instagram app itself, it allows users to add filters and music from the apps catalogue. It also lets users share Reels on their own feed, explore page and also beyond the platform. With the testing of Reels, Instagram is set to provide a platform for creators across the nation. And hope to make Indian creators "global stars".
After Brazil, Germany, and France, India is the fourth country where Instagram's new video format feature is being tested. India has been regarded as one of the most growing markets on the social media front If the feature's launch test fits right with the user base in the country, it has a chance to have a wide reach just like TikTok. Reels feature will start rolling out for Indian users from 7.30 PM IST today.