Instagram Starts To Roll Out The Reels API

Source: Instagram

Instagram has started rolling out the Reels API. Starting this week, Meta is giving developers access to Reels API. The rollout will be gradual, with all developers getting access by July 6th.

Through the Reels API, third-party apps can integrate with Instagram for content publishing, insights, comment moderation, hashtag search, mentions, and more. This will allow users and developers to schedule Reels content in advance, get social interaction metrics such as comments and likes, reply to comments, find public Reels tagged with specific hashtags, and identify Reels based on accounts tagged or mentioned.

API support for Reels has been the missing piece for Meta, which has been going all-in on its short-form video feature. According to Meta’s Q1 2022 earnings, Reels make up more than 20% of the time users spend on the app, revealing the significant role that Reels is playing today in the Instagram experience.

Due to Instagram prioritizing Reels in its algorithm and an overall shift toward snackable video content across social media, more creators and brands' Instagram strategies revolve around Reels.

This has created the need for more tools and support for the short-form video feature. As a result of the availability of a Reels API, creators and brands will be able to leverage it across social media in a multitude of ways, including the following:

• Brands and creators can plan and streamline their Reels content calendars by scheduling their backlog of Reels to be published at future dates using social media scheduling tools

• Influencer marketing platforms and their brand partners will be able to track and report on the performance of sponsored Reels in real-time

• Marketers can expand their social listening to Reels to identify the conversations happening across their brand, competitors, and industry on short-form video