Instagram has finally caught up with rival app TikTok by allowing users to download Reels posted by others, enabling them to share the videos outside of the app. TikTok has had this feature for years and gained popularity as people shared short videos with the app’s watermark beyond the platform.
Adam Mosseri, the head of Instagram, announced the news on his Instagram broadcast channel, stating that U.S.-based users can now download Reels to their camera roll. To do so, users simply need to tap on the share icon and select the Download option.
However, Mosseri clarified that only Reels from public accounts are eligible for download. Additionally, public accounts have the option to disable the ability to download their Reels.
Although Mosseri did not mention whether there would be a watermark on the downloaded Reels, the image he posted suggests that the downloaded videos will display an Instagram logo along with the account name. TikTok also uses a similar format to attach a watermark to downloaded videos. It’s worth noting that Instagram has always allowed users to download their own Reels from drafts without a watermark.
In 2021, Instagram ceased promoting content with a TikTok watermark, or any watermark, on videos. Last August, YouTube started including a logo-based watermark on downloaded Shorts, their own short video product, in an effort to discourage cross-platform sharing. Instagram’s decision to enable Reels downloads could be seen as a strategic move to attract users to consume more content on the platform.
Reels has been a focal point for Meta, formerly known as Facebook, in driving growth and revenue in recent quarters. During the Q1 2023 earnings call, Mark Zuckerberg revealed that time spent on Instagram had increased by 24% due to AI-powered Reels recommendations. With the introduction of Reels downloads, Instagram aims to keep users engaged and further expand its reach in the competitive short video market.
