After the ban of TikTok in India as a part of ‘digital strike’ against Chinese apps by the Indian Government, Instagram has grabbed the opportunity to introduce Reels, a short-video making feature. Facebook-owned Instagram announced the extension of testing the Reels feature in India. The feature will be rolled out to most Indian users from Wednesday at 7:30 PM IST. On the basis of response, the feature will be available to each and every user in the days to come.

Facebook has been testing Reels in a couple of countries including Brazil, Germany, and France.

Vishal Shah, VP, product, at Facebook said, “The feed videos that people post on Instagram are 15 seconds or less. So the idea of coming to the platform to consume short form videos is very much there. We want to make it easier for them to create that content and be easily discovered. And that is really the reason and rationale for why we built Reels.”

After the ban on TikTok, short video apps such as Roposo, Mitron, Chingari, Sharechat are gaining massive popularity.

Instagram has roped in celebrities and content 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 Bahuguna for promoting the feature and posting initial content on Reel.

Unlike TikTok, Reels is an option integrated inside the Instagram app, which simply means that millions of Instagram users can possibly try the new feature.