Right after India banned TikTok in July, Instagram introduced its competing product, Reels, in the country. The concept was the same, but the content simply lacked the fun and whimsy that creators on TikTok captured. Also, one of my biggest annoyances with Reels was that I had to go to the Explore tab and find these short videos amongst other posts. I tried it a couple of times and then gave up. At the launch, I asked why it didn’t have a separate tab for Reels, when short video had become such an engaging category. In response, Vishal Shah, VP of Product…
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