Instagram is testing a short-form video format called Reels in India, that will allow users to create and share videos up to 15 seconds long.
The move comes just one week after rival TikTok, which is known for its 15-second videos, was banned in the market over privacy and security concerns.
India is the fourth country, after Brazil, Germany and France, where this new format is being tested.
For public account users these videos will be made available through a new space in the 'Explore' tab.
Vishal Shah, vice president of product at Facebook, said the product was developed after "listening to our community". "[We] have heard that they want to make and watch short-form videos on Instagram and have the opportunity to be discovered by our broader community."
"We’re excited to expand the test of Reels to India and give the next generation of creators born and bred in India a chance to share their native and cultural context—and be potential global stars," Shah added.
Ajit Mohan, vice president and managing director, Facebook India, commented: “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. People across the big and small cities of India come to Instagram to express themselves safely, and also to be entertained. With Reels, we’re unveiling the future of entertainment on the platform, in a way that ignites creativity. With the multiple creative formats, whichever way you want to express yourself, it can now be on Instagram.”
The feature will start rolling out to users in India from Wednesday (July 8).
