To capture the vacant space left post TikTok exit, Instagram has rolled out Reels — a feature that allows users to create short-form videos (up to 15 seconds long) set to music or other audio to its user base in India.
The Facebook-owned service first began testing Reels, which has been widely referred as “TikTok clone”, in select markets late last year.
Ajit Mohan, the head of Facebook India said: “Videos make up over a third of all posts in India. A broad test of Reels, which is also currently being tested in Brazil, France, and Germany, in India was only natural,”
“And in general, about 45% of all videos posted on Instagram are of 15 seconds or shorter, added Vishal Shah, VP of Product at Facebook.
India recently banned 59 apps and services developed by Chinese firms citing privacy and security concerns last week. Among the apps that have been blocked in the country includes TikTok, Likee, ByteDance’s jewel service that has offered a similar functionality as Reels for years.