Instagram has finally added the ability for users to download Reels posted by public accounts, allowing them to share the content outside the app. This feature has long been available on rival platform TikTok and has contributed to its widespread recognition and popularity.

Adam Mosseri, Instagram chief, announced on his Instagram broadcast channel that users in the United States can now download Reels to their device's camera roll. To do so, users simply need to tap the Share icon on a reel and select the Download option.

Only Reels from public accounts are eligible for download, and public account holders can also disable the download option in their privacy settings.

Instagram Debuts Notes, Tests Group Profiles and Candid Stories
Instagram is launching and testing new features designed to connect its users with the people and groups they care about and encourage interactions between friends on the app through Notes, Group Profiles, and Candid Stories.
Recorded News — Tech NewsBradley Rhodes

While it was not explicitly mentioned whether downloaded Reels will include a watermark, a picture posted by Mosseri suggests that the downloaded videos will display the Instagram logo along with the account name. TikTok uses a similar watermark format on downloaded videos. Notably, Instagram has always allowed users to download their own Reels from drafts without a watermark.