Instagram has announced a new feature that allows users to download and share Reels posted by others outside of the app. This move comes in response to user requests and to compete with TikTok, which already allows downloads and includes a watermark on shared content.
Adam Mosseri, the head of Instagram, made the announcement on his Instagram broadcast channel. Users in the United States now have the option to download Reels directly to their camera roll by tapping on the share icon and selecting the Download option. This feature gives users more control over the content they create and enjoy on Instagram.
It is important to note that downloading Reels is limited to content posted by public accounts. Public account holders can choose to disable the download option for their Reels if they want tighter control over content distribution. While it is unclear whether downloaded Reels will bear a watermark, Mosseri’s accompanying image suggests that an Instagram logo may be included alongside the account name, similar to TikTok’s watermark on downloaded videos. Previously, Instagram allowed users to download their own Reels from drafts without any watermark, so this would be a new change.
Indeed, the introduction of Reels has had a significant impact on Instagram. Mark Zuckerberg’s announcement during the Q1 2023 earnings call about a 24% increase in time spent on the platform demonstrates the positive reception of this feature among users. By incorporating a format similar to TikTok, a popular viral video platform, Instagram has successfully tapped into the trend of short-form video content and attracted more engagement from its user base.
