After the Indian Government banned TikTok and 58 other China-based Apps for sovereignty and security purposes of the users and country, as stated in the press release, many companies lost a major market share. For TikTok, India was one of the largest markets with 30% downloads from the country. Following the ban, Facebook is reportedly testing Instagram’s Reel feature in India. Reels was first launched in Brazil last year as a test for both iOS and Android and last month it had expanded to Germany and France. Now the feature is on its way for users in India. The company will soon start testing the updated version in more countries and introduce the feature for global audience. Instagram Reels lets users record 15-second videos with music stored in the music library in the app, borrow audio from another video or record their own soundtrack and share on their Instagram Stories, send via Direct Message, or add to the new reels tab in the user’s profile. A new discovery section in Explore will show the user viral reels.
Facebook had recently announced the shutdown of its standalone TikTok-style video app Lasso, which won’t be usable after July 10th with some conjecture, that it came as the company is shifting its focus on the upcoming launch of Reels. Although, several standalone Indian apps like Mitron, Chingari, Bolo Indya and more are observing a huge rise in the number of downloads, Instagram Reel’s could be a big deal as the feature will be in-built in the app and allow to post directly from the app itself, eliminating the need to download a separate app to create videos.
Reports suggest that Instagram has the second largest audience base from India with over 88 million users. The app is already highly popular, with the launch of reels, the usage will definitely increase, considering the mass of audience that both TikTok and Instagram has attracted from India.