Instagram tests turning every video into a Reel

Reels are the fastest growing form of content on Instagram and Facebook

Instagram is testing turning every video on its platform into a ‘Reel’, the short-form video imitation of TikTok’s format.

A screenshot of the Instagram app that Meta, its parent company, seems to be testing tells users that “video posts are now shared as Reels”.

With it comes features such as other people using the original audio from the video to create their own Reel, or ‘remixing’ the Reel, similar to TikTok’s own ‘Duet’ feature.

“We’re testing this feature as part of our efforts to simplify and improve the video experience on Instagram,” a spokesperson from Meta said in an email to TechCrunch.

The only way to ensure that no other user can use a video for a remix is turning the option off in Instagram’s settings menu, or disabling it for every video that is posted.

TikTok-esque videos have been popular on both Facebook and Instagram, making up approximately one fifth of the content consumed on Instagram. Chief executive Mark Zuckerberg has said that Reels are the fastest growing content formats on the platforms and chief product officer Chris Cox called them a “bright point” in the company.

Reels will be a greater focus for Meta in the second half of 2022, when the company intends to monetise it more.

Turning all video content into Reels gives Meta more content to circulate and would therefore mean people would spend more time on the platform and consume more advertising.

Last year, Instagram head Adam Mosseri said that the app is “no longer a photo-sharing app” and that most people come to Instagram to be “entertained”.

Mr Mosseri also said that Instagram has “some really serious competition right now… TikTok is huge, YouTube is even bigger, and there’s lots of other upstarts as well.”

In the wake of that news, Instagram shuttered its long-form video feature IGTV’s and combined it with Instagram Feed videos into the “Instagram Video” format.

Register for free to continue reading

Registration is a free and easy way to support our truly independent journalism

By registering, you will also enjoy limited access to Premium articles, exclusive newsletters, commenting, and virtual events with our leading journalists

Please enter a valid email
Please enter a valid email
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Please enter your first name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
Please enter your last name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
You must be over 18 years old to register
You must be over 18 years old to register
Opt-out-policy
You can opt-out at any time by signing in to your account to manage your preferences. Each email has a link to unsubscribe.

By clicking ‘Create my account’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Already have an account? sign in

By clicking ‘Register’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Register for free to continue reading

Registration is a free and easy way to support our truly independent journalism

By registering, you will also enjoy limited access to Premium articles, exclusive newsletters, commenting, and virtual events with our leading journalists

Already have an account? sign in

By clicking ‘Register’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Join our new commenting forum

Join thought-provoking conversations, follow other Independent readers and see their replies

Comments

Thank you for registering

Please refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged in