Facebook Launches Instagram Reels, New Music Features In Israel

Facebook announced the launch in Israel this week of its TikTok-like component Reels, a content format that allows users to create and share 15-second videos that appear on a dedicated feed on Instagram’s Explore page. The social media giant also announced the launch of a music component on both Facebook and Instagram.

The update will reach all users in Israel on Monday evening.

Reels comes in its own “feed”, or tab, of 15-30 second video clips, which are usually set to music and designed to be short, but also fun and engaging. Reels is presented as the new way to create and discover short videos through Instagram and is the platform’s answer to Tik Tok, the video-sharing social networking service that is widely popular with younger demographics.

While Reels comes in its own feed, it will be possible to share the videos through Instagram Stories, Private Messaging, and the News Feed. A new Reels tab will be added to one’s personal profile, where all the videos will be displayed. Users can change the subject image of the video, add captions and hashtags.

“Today, more than ever, people come to our platforms to connect and share with each other. We are happy to give people in Israel new ways to express themselves, share music that is important to them, and add a soundtrack to their personal moments,” said Erin Pettigew, product manager at Reels.

Facebook and Instagram users in Israel will now also be able to add songs to photos and videos in stories, connect with artists, and send song recommendations on their social media platforms. The launch of the music features was made possible due to a collaboration with ACUM, the Society of Authors, Composers and Music Publishers in Israel.

“We are pleased that the musical features on Facebook and Instagram will now be available in Israel as well,” said Assaf Nahum, VP of business development at ACUM, “This is a significant leap forward, which will enable Israelis to share music from a wide catalog of Israeli and international songs, in the personal content they create and share. ACUM is excited about the collaboration with Facebook, which will support the use of musical compositions within the company’s family of apps.”

“The new features will give people more ways to share their feelings and express their creativity. Israeli music, just like Israel itself, is composed of so many genres and styles, and we look forward to original, exciting and inspiring content that will cast content and meaning into the moments that the Israeli audience chooses to document,” said Maayan Sarig, VP of Communications at Facebook, “Today, more than ever, people rely on Facebook platforms to connect with each other – the new tools will connect the industry to the general public, allow people to discover new artists, and bring musicians and their fans closer together.”