Instagram introduces download feature for Reels for US users

Instagram has unveiled a new download feature for Reels, allowing users to save short video clips posted by public accounts onto their mobile phone galleries.

CEO Adam Mosseri made the announcement, stating that users can now utilize the share option and choose "download" to save Reels.

For now, the feature is exclusively available to users in the United States on mobile devices and is limited to public accounts, excluding private ones.

It is expected to roll out to users globally soon.

Simultaneously, users with public accounts can activate a setting that prevents others from downloading their Reels. To use the feature, users need to tap on the "share" icon for a specific Reel and select "download". An image shared by Mosseri showcases that downloaded Reels will bear a watermark displaying the Instagram logo and the account's name, similar to the approach taken by TikTok.

YouTube has also recently introduced watermarks to shorts videos created on desktop, likely as a means to draw attention to its own short video feature.

Instagram seems to be adopting a similar strategy, perhaps aiming to ensure that Reels gain visibility on other social media platforms. However, the platform does not actively facilitate the inclusion of videos from rival platforms. Although Instagram allows TikTok and other videos to be uploaded, its algorithms ceased promoting watermarked videos from competitors in 2021.