Instagram has recently introduced a new feature that allows users to download and share Reels, a move that brings it closer to competing with TikTok. TikTok has enjoyed an advantage over Instagram Reels in that users can download TikTok videos and share them on other social media platforms, which has helped draw new users to the platform. However, Instagram CEO Adam Mosseri recently announced that Instagram now has the capability to download and share Reels as well.
Currently, this feature is only available to users in the United States on mobile devices and is limited to public accounts. Users with public accounts also have the option to block others from downloading their Reels. To use this feature, users simply tap on the “Share” icon for a given Reel and select the “Download” option.
In a post shared by Mosseri, it appears that downloaded Reels will have a watermark featuring the Instagram logo and the name of the account, similar to how TikTok adds a watermark to its videos. This move is reminiscent of YouTube, which also started adding watermarks to its Shorts videos created on desktop as a way to promote its short video feature.
The addition of watermarks to downloaded Reels suggests that Instagram is using this feature as a way to ensure that its content is seen on other social media networks. However, it is worth noting that Instagram is not actively promoting videos from rival platforms. While the platform allows users to upload TikTok and other videos, its algorithms stopped promoting watermarked videos from rival platforms in 2021.
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This move by Instagram is seen as a strategic step to compete more directly with TikTok. By allowing users to easily download and share Reels, Instagram is providing an incentive for users to choose their platform over TikTok. This feature gives users more control over their content and allows them to reach a wider audience by sharing their Reels across various social media networks.
Additionally, this new feature could attract creators who have been hesitant to join Instagram due to the lack of a download and sharing option. Now, creators can create content on TikTok and easily share it on Instagram, expanding their reach and potentially bringing more users to the platform.
The ability to download and share Reels also opens up new possibilities for collaborations and partnerships between creators. Now, creators can easily collaborate on content across platforms and leverage each other’s audiences, leading to increased engagement and potential monetization opportunities.
It will be interesting to see how this feature rolls out globally and whether Instagram will continue to expand its capabilities in the future. As the competition between Instagram Reels and TikTok intensifies, both platforms are constantly innovating and introducing new features to attract and retain users.
