Facebook launches Instagram Reels in Singapore

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Facebook has launched Instagram Reels in Singapore, which allows users to create and edit short-form videos of up to 60 seconds. Users will also be able to discover, watch and interact with reels in a dedicated space within the app. The videos can be shared through Instagram stories, direct messages, news feed and the reels tab. This will also allow creators to expand their reach and tap on new audiences.

Reels also offers several new video editing tools, including speed control, timer and countdown, timed text and stickers, and touch-up. Additionally, users can use Reels to co-author feed posts and reels, which is ideal for collaborators. Other new functions include Superbeat, which adds effects to the beat of the video and Dynamic and 3D Lyric, which provide on-screen lyric effects. Users can also now post photos and videos from their desktop directly to Instagram.

Erin Pettigrew, product manager at Reels, said that it is continuously listening to and taking inspiration from what its community wants. "They’re telling us that in addition to all the ways to share video, they want the opportunity to make and watch short-form, edited videos that entertain, and be a creator on a global stage with a bigger and diverse audience. We see Reels as a core part of the future of entertainment on Instagram; and today, we are excited to give people in Singapore new ways to express their authentic selves through Reels”, she said.

MARKETING-INTERACTIVE has reached out to Instagram for its marketing plans in Singapore.

Last month, Facebook also rolled out a full suite of music features on Facebook and Instagram for users in Singapore. These included Music stickers on Facebook and Instagram, Music in Facebook profiles, Soundmojis on Messenger.

Separately, Adam Mosseri, head of Instagram, said in July that the platform is leaning away from its photo-sharing app persona to become a video and entertainment company. This comes as research indicates that the main reason consumers use Instagram is to be entertained. He added that video is driving immense growth from all platforms. Instagram will be experimenting with some new initiatives such as recommendations for content users might not yet be following, and making immersive mobile first video, full-screen content.

The launch of the new feature in Singapore come amidst Facebook's reputational crisis. Facebook has been in the media spotlight over the past few weeks ever since The Wall Street Journal published its investigative series titled The Facebook Files, which alleged that the platform's products are causing harm to users, such as mental health issues among teenagers.

The company was also alleged to have prioritised profit over user safety. According to CNBC, former Facebook employee and whistleblower Frances Haugen also leaked internal documents to several news outlets earlier this week. While CEO Mark Zuckerberg previously stated that the claims are untrue, he also recently addressed them during the earning call. According to him, large organisations should be scrutinised and good faith criticism helps the company get better. However, he views the recent string of events as "a coordinated effort to selectively use leaked documents to paint a false picture" of Facebook.

According to media reports, Facebook has been facing an issue with retaining younger users, however Instagram didn’t face the same issue – and in fact was used as a platform to tap into the younger audiences. At the same time, Facebook also hit the pause button on its plans to build an app for 10- to 12-year-olds called Instagram Kids. This was after the WSJ reports highlighted that Instagram was having a negative impact on the mental health of some teen girls.

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