Instagram has expanded its Reels download feature to all users globally, a significant step up from its initial U.S.-only rollout in June. This new functionality allows users to download publicly posted Reels within the app, fostering increased content sharing across platforms.
The new feature, as illustrated in the provided screenshots, introduces a “Download” option in the Reels “Share” section. This option is available for any publicly posted Reel, provided the creator has not disabled the download feature. By default, public Reels are set to be downloadable, but creators retain the control to restrict downloads if they wish.
An intriguing aspect of this update is how downloaded Reels are presented: each clip comes with an Instagram logo and the creator’s Instagram handle embedded in the footage. While this branding promotes content attribution, it also opens doors for broader content redistribution, particularly on platforms like TikTok.
The integration of Instagram’s branding on downloaded Reels is noteworthy. It makes repurposing content for other platforms, such as TikTok, more straightforward. However, it’s important to note that TikTok’s algorithm tends to limit the reach of posts containing upfront branding from other platforms, including Instagram’s logo. This is likely an effort by TikTok to encourage the posting of original content, although the presence of the Instagram logo may particularly influence this algorithmic decision.
Despite potential limitations in reach on TikTok, the ease of downloading and sharing Instagram Reels is expected to increase the circulation of popular Instagram content on TikTok and other platforms. This feature not only caters to those looking to amplify their social media presence through reposting but also provides a legitimate way for users to archive and repurpose top Reels clips.
While this update isn’t groundbreaking, it represents a strategic move by Instagram to enhance user engagement and expand the reach of Reels content. By making it easier to download and share Reels, Instagram is likely aiming to boost the visibility and popularity of its short-form video feature.
Instagram’s head, Adam Mosseri, confirmed that this download feature for public Reels is available to all users starting today, signaling a new phase in content sharing and distribution on the platform.
Instagram expands Reels download feature to all users on 22 November 2023.
Implication for Marketers:
Marketers can utilize Instagram’s new Reels download feature to broaden their content’s reach across platforms, offering a strategic tool for cross-platform engagement and brand visibility.