Instagram has introduced a new feature that allows users to download publicly posted Reels content. This is great news for business and brand owners because it provides another way to share Reels and increase their reach.
According to Instagram chief Adam Mosseri, users in the US can now tap the “Share” icon on a Reel they love and select “Download” to save it to their camera roll. This opens up the opportunity for broader sharing of TikTok-like content, even without a direct link back to the creator’s profile. This can help boost branding as the username of the creator is included in the downloaded clip.
However, there are a few limitations to keep in mind. Some users have reported audio issues with certain Reels, possibly due to music licensing agreements. Instagram is working on clarifying this matter. Creators have the option to disable downloads of their content in their Account Settings, so not all videos will be downloadable, and privately posted content cannot be saved.
Currently, this feature is only available to selected users in the US, but it opens up new possibilities for creators to expand their content’s reach across platforms. TikTok has offered video downloads for a long time, so it’s not surprising that Instagram is following suit.
The only surprise is that it took Instagram this long to introduce this function. It may have been a measure to protect creators by ensuring their original posts remain linked within the app or to prevent users from downloading and reusing Instagram posts elsewhere. But regardless of the reasons, the feature is now available, so business and brand owners can take advantage of it without further questions.
