Meta is giving Third-Party Platforms access to Instagram Reels API

Starting from tomorrow, June 28th, Meta will introduce Reels APIs to its Instagram platform. The company published this announcement on its Developer Blog, noting that this API enhancement will be available for the current version, and all previous versions of the Graph API.

Instagram API (short for “application program interface”) is essentially a way for apps to talk to and interact with Instagram. It allows developers to connect their apps to Instagram’s features and functionalities. For example, they can use it to create features around scheduling, commenting, and analytics.

What are some of the Developers can do using the Reels API

• Schedule Reels and getting social interaction metrics for Reels.
• Publish Reels on Instagram Business accounts.
• Reply to comments, delete comments, hide/unhide comments and disable/enable comments on Reels.
• Find public Reels that have been tagged with specific hashtags.
• Identify Reels in which an Instagram Business or Creator’s alias has been tagged or mentioned.

Meta wants to expand the scope of support of the new API to content scheduling, insights, moderation, hashtag search and more within the Reels element.

Meta says Reels will become automatically available for developers who already have access to the applicable APIs. Developers won’t need to put their app through additional App Review, as long as their app has already been approved for the appropriate permission access levels.

When to expect the Reels APIs

“We will begin rolling out to <25% of Instagram user accounts,” Meta says, confirming June 28th as the launch date. The company expects to complete rollout to 100% of users by July 6.

“While some users may have access to all Reels APIs as early as June 28, this rollout will occur gradually at the account level through July 6. We will be unable to indicate which users have access between June 28 and July 6.”

Reels is a top priority for Meta, with data showing that Reels content now makes up more than 20% of the time that people spend on Instagram, while 45% of Instagram accounts now interact with a Reel at least once a week.

That also makes it a key priority for businesses, and the added capacity to manage your Reels content within your broader social media management tool will make it much easier to add Reels into your social content mix.