To imitate the format of TikTok, the well-known social media platform Instagram tests that every video on its platform is converted into a ‘Reel’.
A screenshot of the Instagram app that Meta, the parent company, appears to be testing tells users that “video posts are now shared as roles”.
Added to this are features such as other people using the video’s original audio to create their own Reel, or “remixing” the Reel, similar to TikTok’s own “Duet” feature.
“We are testing this feature as part of our effort to simplify and improve the video experience on Instagram,” a Meta spokesperson said in an email to TechCrunch.
The only way to ensure that no other user can use a video for a remix is to disable the option in Instagram’s settings menu or disable it for every video that is posted.
TikTok-style videos are popular on both Facebook and Instagram, accounting for about a fifth of the content consumed on Instagram. Chief executive Mark Zuckerberg has said Reels are the fastest-growing content formats on the platforms, and chief product officer Chris Cox called them a “bright spot” in the company.
Roles will be a bigger focus for Meta in the second half of 2022, when the company plans to monetize them more.
Converting all video content into roles would give Meta more content to circulate and therefore would mean that people would spend more time on the platform and consume more ads.