Facebook lets users create and watch Reels on its platform
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AFP
Facebook is doubling down on short-form videos by launching the ability to create and view them on its flagship social media platform, amid rising consumption for short videos in India and other markets.
On Tuesday, Facebook said it is testing a new feature that will recommend Reels from Instagram creators on its platform in India, provided the creator chooses to do so. India is the first market where this feature is being piloted with select creators such as Ashish Chanchlani, Pooja Dhingra, Masterchef Pankaj Bhadouria, Awez Darbar, Bong Guy and key public figures such as Suresh Raina, Sanjeev Kapoor, Harbhajan Singh among others.
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At stake is the growing base of Indian language users who are expected to drive future growth and account for a majority of the country s internet base in the coming years.
“In the last two years alone, 100 million new internet users have come online from rural India. Data shows that rural consumption now accounts for roughly 45% of overall mobile data usage in the country and is primarily focused on online video,” said Caesar Sengupta, vice-president, Google in a blog post.
Since the ban on TikTok in June, more than a dozen short-video apps, including Glance-owned Roposo, Dailyhunt s Josh, and MX Player s TakaTak, have been