About two months after launching Reels, Instagram India is now pushing to make them more discoverable and accessible, via a dedicated tab.
Several Instagram users in India can now see a separate tab, from where they can access Reels with ease. Users will no longer have to go to the Explore section of the application to scroll through and interact with Reels. It has taken the place where the Explore icon was, shifting the initial Explore to the top right alongside DM arrow. It is evident that Instagram wants to build on the feature in the Indian market, where it launched the feature in July 2020.
Reels have seen a steady increase in interest and creativity over the last few weeks. The feature has given creators the option to create and curate snackable content with a higher shelf-life.
It has also led to episodic content, with certain themes being repeated, nudging people in to consume more content from the same creator. Srishti Dixit’s series featuring a small child is one such example.
Recently, Saket Jha Saurabh, Head – Entertainment Partnerships, Facebook India had explained the algorithm at play for creators to get noticed on Reels, “The algorithm is a living, moving thing. From observation, we have seen that timely, culturally relevant content, consistency and an understanding of each surface for its nuance show rewarding results.”
Lip sync videos, comedy sketches, food and tutorials form a large chunk of the content that is being created for Reels.