Instagram Unveils Global Reels Download Feature with Watermark

On Wednesday, Instagram's chief, Adam Mosseri, made a significant announcement that has brought the app's functionality on par with TikTok's popular feature. Instagram users around the globe can now download public Reels directly onto their devices—a feature previously limited to merely saving within the app for later playback.

During an update on his Instagram channel, Mosseri informed users that downloaded Reels will carry an Instagram watermark, including the account name. This move mirrors TikTok's approach to branding its content through watermarks.

To save a Reel, users can simply press the share button and opt for the download feature. However, creators who wish to retain control over their content can deactivate the downloading option for their Reels. This can be done by navigating to the Settings menu, selecting Privacy, then Reels and Remix, and finally toggling off the permission that allows others to download their creations.

There's an important caveat for those downloading Reels featuring licensed music: these will be saved without the audio component. Only Reels that utilize original audio tracks will include sound when downloaded.

The download feature for Reels was initially introduced to users in the United States in June and is now expanding its reach to the international Instagram community.

Back in 2021, Instagram implemented a policy to discourage the sharing of videos with watermarks from other platforms like TikTok. In a similar vein, August 2022 saw YouTube adopt the strategy of placing watermarks on Shorts, aiming to curb the practice of cross-posting between platforms.