Meta recently announced it is introducing Reels APIs to several endpoints on the Instagram platform. In Q1, Meta revealed Reels now makes up more than 20% of the time that people spend on Instagram! Meta’s plan is to continue to push short video content with the rise and dominance of Tik Tok.

Meta is expanding the scope of support for Reels to meet this growing demand and to stay competitive in the market.

A statement from Meta included that they “… are always looking to improve our content publishing and consumption experiences, whether people use IG natively, or via a third party.” This includes content publishing, insights, comment moderation, hashtag search, business discovery, mentions, and more!

These updates to Instagram Reels started to roll out to some users at the end of June. Meta says everyone should have access to these updates by mid-July.

For more information, check out this write up in TechCrunch or this post in Meta’s developer page.