New Delhi, Jul 8 (efe-epa).- Instagram on Wednesday rolled out its new Reels function in India, filling a gap in the market following the government’s decision to ban TikTok amid tensions between Indian and Chinese authorities.
The Indian government prohibited the Chinese social media site, which allows users to upload short videos, last week.
Ajit Mohan, vice-president and managing director of Facebook India, said: “We just extended the testing of Reels, a new video format, to India. This offers a new way to create and share short videos on Instagram.
“I am excited that this will help the creation and discovery of a new generation of creators in India and redefine the future of entertainment,” he added in a social media post.
Reels allows users to create 15 second videos, to which they can add various effects, sounds, music and filters to share with their followers.
They will also have the opportunity to share their creations with the wider Instagram community by posting content in Explore, according to a statement from the social media platform.
Vishal Shah, vice-president of product at Facebook said: “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.”
India is only the fourth country to have access to this Instagram function after Brazil, Germany and France, but its arrival in the Asian nation has not gone unnoticed, given it comes just a week after TikTok was forced to pull out of the country.
Indian authorities banned TikTok and 58 other applications, mostly of Chinese origin, after they declared them a threat to national sovereignty.