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Instagram launches a separate Reels tab for users in India, says it’s planning to integrate tools in future


New Delhi : Two months after launching the short video format Reels in India through a ‘broad test’ after the TikTok ban, Facebook‘s photo sharing app Instagram has launched a separate tab for Reels only for Indian users, the company said on Thursday.

Manish Chopra, director and head of partnerships at Facebook India told ET India is the first market where the company is launching the Reels tab due to the ‘interest’ and ‘creativity’ it has seen here and is planning to integrate more tools in future. Chopra said the product is available to most of India now.

“Emerging creators like the 22year old, Mumbai based @ThemermaidScales aka Krutika have seen their account grow exponentially to cross 1 million, courtesy the engagement they’re getting on Reels,” he said.

“Original audio from people like the 24year old, Aurangabad based, Yashraj Mukhate ( of ‘Rasode Main Kaun Tha’ fame) is seeing incredible mimicry. The dedicated tab is in response to the community’s amazing response to Reels, as it’ll help people discover new creators more easily,” he added.

Reels was launched in India in July and India was the fourth country where Reels was available, after Brazil, Germany and France. In August, Instagram launched Reels in over 50 countries, including the US.

“We’re excited by what the community in India is creating on Reels. From Virat Kohli and Katrina Kaif, to Kolkata based Chef Kriti Bhoutika, we’re seeing a wide variety of public figures and creators using it,” Chopra said.

“Discovery through reels is driving strong follower growth for creators. Like IGTV, episodic content is surfacing on Reels. New music is finding a place in popular culture, by being available on Reels,” he added.

Since the launch, Instagram has partnered with MTV for their home sporting event, MTV Home Games, where participants had to participate in an exclusive reels challenge. He said Instagram also worked with Zee Music Company to integrate the music videos of ‘Shankuntala Devi’ on Reels to help create ‘trending moments’ on the platform.

“We are currently focused on making Reels a great experience for people, but we are planning to integrate more tools in the future. We’re engaging with public figures and creators to use their creativity and use Reels while expressing themselves around moments and festivals, like independence day, rakhi, ganesh utsav and onam,” said Chopra.

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