Instagram: Rules help Instagram cash in on TikTok ban in India

Instagram rolled back some of the app’s new features this week after a global user backlash, including criticism from one of its most popular users, Kylie Jenner, which photo and video-sharing platform Meta is trying to mimic. tik tak.

However, Instagram’s attempts to replace TikTok seem to have paid off in India two years after the Chinese app was banned here, as Instagram was the most downloaded viral short video social media app on both the App Store and Google Play. in the country since January. data transmitted by the Sensor Tower from ET.

Instagram had 118,700,000 downloads in the country between January and June, while Facebook had 86,600,000 downloads. short video apps Sensor Tower data shows downloads ranging from 24,200,000 to 40,800,000.

Instagram quickly capitalized on its Reels short video format after the TikTok ban. Two months after the launch of Reels in India through a “wide test” after Ban TikTokFacebook photo-sharing app Instagram opened a separate reel tab for Indian users only in September 2020.

A Meta spokesperson said that India is one of the top markets for drums for Meta.

“Drum trends are out of bounds,” the person said. “Some global trends come to India and take on their own meaning, and then some from India become global, like Kacha Badam, which was sung by a peanut seller in Birbhum district of West Bengal and originated outside of India. rules with him.”

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The spokesperson added that brands such as L’Oréal and Maybelline have used Reels ads to increase their visibility among younger users.

As for the new changes and discussions around them, the spokesperson said they will help make Instagram a “great” place for people to find entertaining content, he’s always working to show users the “right” balance of posts from friends and family, as well as of people. users are not following, as well as the right balance of photos and videos depending on what users think they would like to see. “We are focused on making every post relevant and we empower people to manage their experience. Feedback from our community is critical to getting this right, and we will continue to iterate and explore new options based on what we hear,” the person added.

Since its launch in 2020, Reels has evolved with a range of features ranging from 30-60-90 second reels, Reels tab, Remix, Reels visual responses to audio features like saving sounds and an audio browser.

Industry watchers say advertisers are pushing for a lot more content on the reels, which has also resulted in more income for influencers.

Aditya Gurwara, co-founder of influencer marketing platform Qoruz, said that when she was working in India, TikTok led to a change in people’s behavior in how they use and consume content.

“They proved that the short video format is here to stay,” he said. “Instagram capitalized on this by blocking TikTok. Reels is one of the most popular ways to consume content today. 90% of influencer marketing comes from videos. Unlike other apps, Instagram already had a user base, so they didn’t have to start from scratch. They also have years of experience with algorithms.”

Prashant Puri, CEO of digital marketing firm AdLift, said digital advertisers are adopting Reels everywhere. “Now it needs to be done in the social media calendar for brands,” he said. “They used to ask for a story and a post, but now Reels is a very important part of the mix. The attraction they get with Reels is huge, and that’s because of the way the algorithm works. The rules become more complex in terms of the algorithm. Hence, the time spent in the app and the engagement in it is greater.”

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