The unprecedented ban of TikTok for the Indian market has opened up opportunities for others. Facebook owned Instagram announced the extension of the testing of Reels feature in India.
Reels similar to TikTok allows users to record, edit and share short multi-clip videos.
“With the rise in video consumption overall and videos making up over a third of posts on Instagram in India, Instagram has a big role to play in unleashing expression in the country,” Ajit Mohan, Vice President and Managing Director, Facebook India said in a video call.
The Reels feature allows users to record and share 15 second clips with audio, effects and new creative tools.
The feature will start rolling out to users in India from 7:30pm on Wednesday.
Instagram has over a billion users around the world. What started as a photo-sharing service has evolved into feed stories, television and live.
TikTok was blocked on Google and Apple app stores in India after New Delhi last week listed it among the 59 apps which it believed posed a “threat to sovereignty and integrity”.
With more than 600 million downloads, India has accounted for 30% of TikTok’s 200 million downloads worldwide so far. ByteDance last year hired several senior executives and laid out plans to invest $1 billion in India, its top growth market.
TikTok said in a statement India had invited the company to respond to the ban and submit clarifications, adding that it complies with all data security and privacy requirements. It did not comment on the fate of its expansion plan.
Many TikTok users posted videos expressing their displeasure before the app stopped showing content in India.
Soon after the TikTok ban Mitroon App and Chingari gained popularity in India.