Meta has announced that, as of today, it’s introducing API access for Reels.

“We are always looking to improve our content publishing and consumption experiences, whether people use Instagram natively or via a third-party,” says Meta in a recent post

“After consistently hearing from our developer community that Reels is a top priority, we are excited to introduce Reels to a number of the endpoints that you may already be familiar with.”

The new API means third-party developers will soon be able to offer publishing, insights, hashtag search, comment moderation and more for Reels.

Meta has poured considerable energy into updating and promoting Reels, the platform’s alternative to TikTok’s short, snappy videos.

Earlier this year, Instagram identified Reels as the fastest-growing content format on both Instagram and Facebook. 

Approximately 25% of Instagram user accounts now have access to Reels APIs on the platform. The rollout of this new feature should be complete by July 6.