Rise of Instagram Reels in India It’s a year old, but that’s old enough to become a platform that mirrors fashion, lifestyle and music trends among the youth Mathures Paul | Published 26.07.21, 11:53 PM Instagram has changed our lives… most of our lives. Once waist-deep in Instagram universe, users start aiming for perfection in how dinner should look, how books need to be stacked, how lighting needs to be perfect before taking selfies, how lipstick shades talk about one’s personality.… In short, each little square-shaped picture that gets posted, speak a lot about us. Perfection-seeking Instagram that Mark Zuckerberg bought in 2012 has expanded greatly. Though video content on the platform has been enjoying a steady climb, until early 2020, it largely remained a place for square-shaped snaps. And then Instagram Reels took stage. Suddenly, users were left thumbing through their Reels feed non-stop, like a hammer focused on a nail. A few days ago, Adam Mosseri, the head of Instagram, announced on Twitter that the platform will be leaning more into entertainment video, which stems from the ever-growing popularity of TikTok.