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In a move that could potentially shift the balance of power between social media giants Instagram and TikTok, Instagram has announced that users can now download Reels posted by others. This feature was first introduced on TikTok years ago and has contributed significantly to its popularity.
Download Reels: A Game-Changer?
On Tuesday, Adam Mosseri, the head of Instagram, made an announcement on his broadcast channel that U.S.-based users will be able to download Reels directly to their camera roll. Users can achieve this by tapping on the share icon and then selecting the Download option.
Eligibility for Downloading Reels
However, not all Reels are eligible for download. Only public accounts can be downloaded, and public account holders have the option to turn off the ability to download Reels from their settings. It’s worth noting that Instagram has allowed users to download their own Reels without a watermark since its inception.
Watermark on Downloaded Reels
During his announcement, Mosseri didn’t specify whether there would be a watermark on downloaded Reels. However, a picture posted by him suggests that the video will include an Instagram logo along with the account name when downloaded. This format is similar to how TikTok attaches a watermark to downloaded videos.
The Impact of Downloading Reels
This move could be seen as a strategic tactic by Instagram to attract users and encourage them to watch more content on the platform. The popularity of Reels has been instrumental in driving growth and revenue for Meta, particularly in the last few quarters. According to Mark Zuckerberg, time spent on Instagram grew by 24% thanks to AI-powered Reels recommendations during its Q1 2023 earnings call.
TikTok: A Rival’s Perspective
TikTok, a rival short video app, has had this feature for years and has gained popularity due in part to users watching short videos with the app’s watermark outside of the platform. Instagram’s decision to allow downloading Reels could potentially disrupt TikTok’s dominance in this space.
Context: The Evolution of Social Media Platforms
It’s worth noting that other platforms, such as YouTube, have also implemented watermarks on downloaded content. Last August, YouTube started including a logo-based watermark on downloaded Shorts, the company’s short video product, to discourage cross-platform sharing. Instagram stopped promoting content with a TikTok watermark (or any watermark) on videos in 2021.
Implications for Social Media Platforms
This move by Instagram could have significant implications for social media platforms and their strategies. As users become increasingly comfortable downloading content from other apps, the dynamics between platforms may shift. Only time will tell how this feature affects user behavior and platform adoption rates.