In an attempt to streamline content creation and sharing on Instagram, Meta has unveiled a new feature, 'Sharing to Reels.' The feature, which was initially tested in November, was previously available to a select group of app developers. Today, Meta has announced that all developers can now integrate this feature into their apps. This move is in line with Meta's strategy to boost content generation on its short-form video platform, Instagram Reels, and directly compete with the popular video-sharing platform, TikTok.

The 'Sharing to Reels' widget is primarily aimed at enhancing the user experience by simplifying the process of sharing videos from third-party apps to Instagram Reels. Prior to this integration, users had to export the video from the source app to their device and then upload it to Instagram Reels. With this new feature, users can now directly export their videos to Instagram Reels with just a few taps. Notably, this feature was launched after TikTok announced its developer-centric feature, 'Direct Post,' which offers similar functionality.

The process of using the 'Sharing to Reels' feature is user-friendly and straightforward. Users simply have to create and edit their videos using a third-party app. Once the video is ready, they just tap on the share button and select the Instagram Reels icon. This action leads them to the Instagram Camera, where they can add further customizations to their reel, such as audio overlays, effects, voiceovers, and stickers. They can also record or upload additional clips to supplement their existing video.

The early tests of the 'Sharing to Reels' feature indicate that it could increase user engagement and boost organic traffic. Smule, one of the alpha test partners, reported a 150% increase in shared content, according to Meta. The feature not only offers time-saving benefits but also increases the visibility of shared reels, as they appear in public recommendations on the Reels and Explore tabs in Instagram. Moreover, users also have the option to share their content via Instagram Stories and direct messages.

In conclusion, the wider availability of the 'Sharing to Reels' feature to all app developers marks a significant step for Meta in its competition with TikTok. While Meta has not announced any new partners for this expanded availability, it has certainly thrown the door open for interested developers. Meanwhile, TikTok's 'Direct Post' has already secured partnerships with several notable apps, including Adobe's AI-powered video editing software Premiere Pro and ByteDance's CapCut. It remains to be seen how this competition between the two social media giants will unfold in the future.