Instagram announced on Thursday (12) the release of Sharing to Reels for all developers. The feature, which began testing last year, allows users to post videos produced on other platforms as Reels. With the release of the API for devs, popular platforms are expected to announce support for Sharing to Reels soon.
Chacrinha used to say that nothing is lost, nothing is created, everything is copied – and the maxim continues to this day. On Wednesday, TikTok announced the launch of Direct Post, a feature that is the same as Sharing to Reels. This time, you can’t say that Instagram copied the rival. But it’s hard to deny that Meta must have felt the push for this launch after TikTok announced the Direct Post.
Sharing to Reels will allow content creators, video editors, and social media professionals to post videos from other platforms directly to Reels. For example, if Twitch develops support for the feature, a streamer will be able to publish a clip directly to Reels, without having to download the content, open Instagram, and only then publish the video.
Sharing to Reels (already available for some platforms that have integrated the trial period) is another feature for Meta to gain ground against TikTok. Mark Zuckerberg’s company invests heavily in Reels and a tool of this type would give more options for users to publish their videos.
The problem is that TikTok comes out ahead by having large services delivering the feature, such as Twitch, DaVinci Resolve, Adobe Premiere Pro and SocialPilot (social media management platform). In the case of Instagram, Smule and VivaVideo are the main apps that support Sharing to Reels.
One thing in common between Direct Post and Sharing to Reels is that both social networks are promoting the agility of sharing the video with just one click. However, it will be curious to see how platforms that adopt these tools will disclose their names after sharing on Instagram or TikTok.
