Reels is a feature that allows users to create short-form videos (up to 15 seconds long) set to music or other audio, to a “broad” user base.
The Facebook -owned service first began testing Reels, which has been widely referred to as “TikTok clone”, in select markets late last year. Videos make up over a third of all posts in India. And in general, about 45% of all videos posted on Instagram are of 15 seconds or shorter. This is in response to India banning the Chinese TikTok app.