In a move that echoes its rival TikTok, Instagram has introduced a new feature that allows users to download Reels posted by others.
This feature enables users to share Reels outside the app, similar to how TikTok videos gained popularity when shared with the app's recognizable watermark, reported first by TechCrunch.
New Update on Instagram
Adam Mosseri, the head of Instagram, recently announced the update on his Instagram broadcast channel. He shared that users based in the United States can now download Reels to their camera roll with a simple tap on the share icon, followed by selecting the Download option.
Mosseri clarified that only Reels from public accounts are eligible for download, and public account owners have the option to disable the ability to download their Reels.
While he did not explicitly mention whether a watermark would be added to the downloaded Reels, a picture posted by Mosseri suggests that the videos will bear the Instagram logo and the account name.
TikTok also follows a similar approach by adding a watermark to downloaded videos. It is worth noting that Instagram has previously allowed users to download their own Reels from drafts without a watermark.
In the year 2021, Instagram made a conscious choice to reduce the promotion of content that contained TikTok or any other watermarks on videos. Additionally, in August 2022, YouTube introduced a watermark in the form of its logo on downloaded Shorts, its own short video feature.
This measure was implemented as a way to discourage the sharing of videos across multiple platforms. As a result, Instagram's recent decision to allow users to download Reels can be interpreted as a calculated move aimed at enticing a larger audience to actively interact with the platform's content.
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The Rise of Short-form Videos
The immense popularity of TikTok videos has had a profound impact on the digital landscape, inspiring other platforms to venture into the realm of short-form videos. Instagram's Reels and YouTube's Shorts are prime examples of this trend.
TikTok's innovative and addictive format, characterized by short, engaging videos, captured the attention of millions of users worldwide. As a result, competing platforms recognized the value of this format and sought to replicate its success.
Instagram's Reels, launched in 2020, aimed to capitalize on the demand for short video content. With Reels, Instagram sought to provide a platform for users to express their creativity through 15 to 30-second videos accompanied by music, effects, and filters.
The incorporation of AI-powered Reels recommendations further boosted user engagement, as highlighted by Mark Zuckerberg during Meta's Q1 2023 earnings call. Zuckerberg revealed that time spent on Instagram increased by an impressive 24% due to the influence of Reels.
Similarly, YouTube introduced its own version of short-form videos called Shorts. YouTube recognized the potential of the format and leveraged its existing user base and extensive library of content creators to propel Shorts into the spotlight.
By incorporating a watermark on downloaded Shorts, YouTube aimed to encourage users to consume content within the platform rather than diverting attention to other platforms.
The rise of TikTok and the subsequent emergence of Reels and Shorts highlight the ever-evolving nature of social media. Platforms strive to adapt and incorporate popular features to captivate and retain users.
As the demand for bite-sized, entertaining content continues to grow, these platforms are locked in a race to offer the most engaging short video experiences to their users.
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