Instagram has introduced a new feature that enables users to download reels posted by other users and share them outside the app. This decision comes in response to the longstanding availability of a similar feature on its rival short video platform, TikTok. TikTok’s feature has gained popularity as it allows users to watch short videos with the app’s watermark even when not using the platform.
During an Instagram broadcast channel on Tuesday, the head of the company, Adam Mosseri, announced that users based in the United States now have the ability to download Reels directly to their camera roll. To accomplish this, users simply need to tap on the share icon and choose the download option.
Mosseri clarified that only reels from public accounts can be downloaded, and public account holders have the option to disable the download feature if they choose to. Although he did not explicitly mention whether downloaded Reels will have a watermark, a picture shared by him suggests that the downloaded videos will display an Instagram logo and the account name. This is reminiscent of TikTok’s approach, which also adds a watermark to downloaded videos in a similar format.
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Instagram’s move to attract more users
In 2021, the platform made a significant decision to stop promoting videos with watermarks, particularly those from TikTok or any other platform. Similarly, last August, YouTube introduced a logo-based watermark on downloaded Shorts, their short video feature, in an effort to discourage cross-platform sharing. With Instagram now allowing users to download Reels, it could be seen as a strategic move to attract more viewers to engage with content directly on the platform.
The promotion of reels has been a key focus for Meta (formerly Facebook) in driving growth and revenue in recent quarters. During Meta’s Q1 2023 earnings call, Mark Zuckerberg highlighted that time spent on Instagram increased by 24% due to the implementation of AI-powered Reels recommendations. This indicates that reels has become a significant driver of user engagement and an integral part of Instagram’s strategy to capture and retain audience attention.
By enabling users to download and share reels, the platform aims to create an immersive viewing experience that encourages people to consume more content within the app. This move aligns with Meta’s goal of keeping users engaged on their platforms for longer periods, ultimately leading to increased revenue opportunities through advertising and other monetization strategies.
Keeping up with TikTok
Instagram has been actively striving to rival TikTok in the realm of short video applications. To counter TikTok’s surging popularity, Instagram introduced Reels in 2020. Reels is a feature that empowers users to produce and share 15-second videos embellished with music and various effects. The introduction of Reels was a direct response to TikTok’s widespread appeal within the market.
TikTok has been leading the short video app market for years, and Instagram’s move to allow users to download Reels could impact TikTok’s user base. TikTok has gained popularity by allowing people to watch short videos with the app’s watermark outside the platform. Instagram’s move could attract users who prefer to share videos without a watermark.
In recent years, short video apps have experienced an unprecedented surge in popularity, with TikTok emerging as the market leader. These apps offer users the ability to create and share short videos enriched with music and various effects, resulting in a highly engaging and entertaining experience. The widespread appeal of these apps transcends age groups, captivating users from diverse backgrounds.
How to download Instagram reels
- Open Instagram and go to the reels you want to save.
- Tap the share icon.
- Select “Add to story.”
- Zoom in on the Reels to fit the layout of your story.
- Tap the three-dot button and select “Save.”
- The Reels will be saved to your phone’s storage.
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Instagram now lets users download reels posted by others directly from the app - Technext
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