Instagram‘s efforts to rival TikTok are intensifying, going by the most recent action by the blogging platform. According to a screenshot shared on Twitter by Matt Navarra, Instagram has started experimenting with turning every video uploaded to the platform into a Reel in order to increase its reach on both Facebook and Instagram.
Instagram Reels first launched in the US in August 2020 and works similarly to TikTok. According to the snapshot, “Video posts are now shared as reels.” Instagram believes that by encouraging all videos to become Reels, videos will have greater engagement, have access to video effects, and be able to have music added and remixed into new Reels.
The move is being evaluated, and it is unclear whether it will make its way to the platform. It’s also unclear what will happen to videos that have already been uploaded to Instagram and whether Instagram will let you upload videos that are up to 10 minutes or 60 minutes long for verified accounts. A Meta spokesperson said, “We’re testing this feature as part of our efforts to simplify and improve the video experience on Instagram.”
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