Instagram Reels launches in Middle East

Instagram launched its short-form video-sharing feature, Reels, in the Middle East following a global announcement in August last year.

Revealed at the company’s House of Instagram event, the latest feature will be a new way for the platform’s users in the Middle East to create and discover short videos. The news follows the introduction of the music option on Instagram Stories earlier this month.

Reels has been rolled out in phases around the world. Users can film and edit up to 30-second multi-clip videos with audio, effects and new tools. Users can also share Reels with their followers on the feed. For those with a public account, Reels can be made available to the wider Instagram community through the dedicated Reels Tab.

Users can film videos directly on Reels or upload a saved video from a phone’s camera roll for editing.

In addition to sharing to the Reels tab, users also can share videos directly to the feed. A new Reels tab will be then added to the user’s profile, where all their Reels will live. Reels can also be shared with friends via Stories and DM. If the account is public, non-followers can also watch the reel.

“Self-expression and versatility are part of the creative DNA of the region’s Gen Z and millennial population. As one of the primary platforms for this group of creators, we have always sought to adapt our features to what they need,” said Samer Jamal, strategic partner manager at Instagram MENA.

“With Reels, they now have more leverage when it comes to creating and sharing short-form content. Reels provides our community with greater freedom and flexibility to innovate, experiment and elevate their content, and we cannot wait to discover a new generation of talent via the feature.”