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Instagram introduces Reels to entertain India

This new video format is a core part of the future of entertainment on Instagram

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NEW DELHI: Instagram today announced the extension of the testing of Reels, a new video format, to India. This format offers a new way to create and share short videos on Instagram, aimed at redefining the future of entertainment on the platform.

With Reels, people can express themselves while entertaining others, whether that’s by trying out a fun new dance or spreading the message on something they care about. People can record and edit 15-second multi-clip videos with audio, effects and new creative tools on Reels; share them with their followers on Feed; and, if they have a public account, make their reels available to the wider Instagram community through a new space in Explore.

Sharing to Reels in Explore gives people the opportunity to access a larger audience, especially since more than 50 per cent of accounts on Instagram globally visit Explore every month. Explore can showcase an entertaining selection of reels made by public accounts on Instagram, which may inspire people to create their next reel.

Facebook India vice president and managing director Ajit Mohan 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.”

Facebook vice president of product Vishal Shah 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 7.30 pm IST and at the onset, will be populated with content from a diverse set of public figures and creators, such as Ammy Virk, Gippy Grewal, Komal Pandey, Arjun Kanungo, Jahnavi Dasetty aka Mahathalli, Indrani Biswas aka Wondermunna, Kusha Kapila, Radhika Bangia, RJ Abhinav and Ankush Bhaguna.

India is the fourth country, after Brazil, Germany and France, where this new format is being tested. This entertainment experience builds on the work done in the past year to enable expression, such as the vast library of music available on the platform thanks to a partnership with prominent music labels; the Spark AR effects on Instagram that enable more creation and expression on the platform; and the ‘Born on Instagram’ program, which has led to discovery and growth of creators from all across India. 

While this is a test, Instagram is committed to getting the experience right and will continue to learn and build as India creates and shares reels. To see reels from India on the day of launch, do follow #FeelitReelit.

To create a reel:

Select Reels at the bottom of the Instagram camera. You’ll see a variety of creative editing tools on the left side of your screen that you can use to create your reel, including:

Audio: Search for a song from the Instagram music library for your reel. You can also use your own original audio by simply recording a reel with it.

AR Effects: Select one of the many effects in our AR library, created by both Instagram, and creators all over the world, to record multiple clips with different effects.

Timer and Countdown: Set the timer to record any of your clips hands-free.

Align: Line up objects from your previous clip before recording your next, which helps for seamless transitions like outfit changes or adding new friends into your reel.

Speed: Choose to speed up or slow down part of the video or audio you selected, which helps you stay on a beat or make slow motion videos.

To share a reel:

With Reels, you can share with your followers and have the potential to be discovered by the huge, diverse Instagram community on Explore. Reels that you post to Feed or Explore will also appear in the Reels tab of your profile. You can also share to Stories or in Direct, though your reel would then disappear after 24 hours, not be shared to Reels in Explore, and not appear on your profile.

If you have a Public Account: You can share your reel to a dedicated space in Explore, where it has the chance to be seen and discovered by the wider Instagram community. You can also share to Feed so your followers can see your reel. When you share reels featuring certain songs, hashtags or effects, your reel may also appear on dedicated pages whenever someone clicks on that song, hashtag or effect.

If you have a Private Account: You can share to Feed so your followers can see your reel. You can also share to Stories or in Direct, though your reel would then disappear after 24 hours.

To watch Reels:

Reels in Explore is a new space to enjoy reels created by the diverse community on Instagram. Discover your new favorite comedian, inspiring advocate, trending dance or beauty trend in a vertical feed customized for you. If you enjoy a reel, you can easily like, comment or share it with your friends.

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