In a bid to keep up with its rival TikTok, Instagram has announced the introduction of a new feature allowing users to download and share Reels outside of the app. The move comes as part of Instagram’s strategy to drive growth and revenue, leveraging the popularity of its AI-powered Reels recommendations. While the downloaded Reels will bear an Instagram watermark, this feature is expected to encourage more users to watch and share content on the platform.
Downloading Reels Made Possible:
Adam Mosseri, the head of Instagram, announced during a recent Instagram broadcast channel session that users based in the United States would now have the ability to download Reels to their camera rolls. To download a Reel, users simply need to tap on the share icon and select the Download option. However, it’s important to note that only Reels from public accounts will be eligible for download, and public account owners have the option to disable the download feature.
Instagram’s Watermark and Strategic Implications:
While Mosseri did not explicitly mention whether downloaded Reels would bear a watermark, a picture posted by him suggests that the downloaded videos will display the Instagram logo along with the account name. This approach is similar to TikTok, which adds a watermark to videos downloaded from its platform. It is worth noting that Instagram had previously ceased promoting content with TikTok or any other watermark on its platform, indicating a shift in strategy.
Last year, YouTube implemented a logo-based watermark on downloaded Shorts, its own short video product, to discourage cross-platform sharing. Instagram’s decision to allow users to download Reels, albeit with a watermark, may be seen as a tactic to increase viewership and engagement on the platform, as users are more likely to watch content within the app to avoid the watermark. This move aligns with Mark Zuckerberg’s statement during Meta’s Q1 2023 earnings call, highlighting a 24% increase in time spent on Instagram due to AI-powered Reels recommendations.
Driving Growth and Revenue with Reels:
Reels have become a pivotal focus for Meta, the parent company of Instagram, in recent quarters. Mark Zuckerberg emphasized their impact on user engagement and growth, which led to a significant 24% rise in time spent on Instagram. With the introduction of the Reels download feature, Instagram aims to capitalize on the popularity of short-form videos and leverage the platform’s AI algorithms to provide personalized recommendations.
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By allowing users to share Reels outside of the app, Instagram expects to attract new viewers and encourage existing users to consume more content on the platform. The decision to limit the download feature to public accounts ensures that content creators retain control over the accessibility of their Reels, striking a balance between user engagement and privacy.
Looking Ahead:
Instagram’s decision to introduce the ability to download Reels is a significant step toward competing with TikTok’s longstanding feature. By implementing a watermark on downloaded Reels, Instagram aims to keep users engaged within the app while offering them the option to share content outside the platform. As Instagram continues to focus on Reels as a growth driver, the new download feature has the potential to attract a wider audience and increase user interaction, ultimately bolstering the platform’s revenue.
