Oct
Instagram is experimenting with a major shift that could redefine how users experience the app. In a new test now rolling out in India, some users are opening the app directly into the Reels feed, instead of the traditional home timeline filled with a mix of photo and video posts.
If successful, this could become one of the most significant UI transformations in Instagram’s history — one that solidifies short-form video as the heart of the platform.
What’s Changing ?
According to early testers, the experimental layout makes Reels the first thing you see when opening the app. Scrolling starts with a full-screen video feed, and users can swipe through trending or recommended Reels right away.
- The Home and Reels tabs effectively merge, while DMs remain pinned as the second tab.
- Photo and carousel posts are still available, but they’re buried slightly deeper in navigation.
- Instagram head Adam Mosseri confirmed the change, explaining that “Reels and DMs have driven nearly all our growth recently,” so Meta is exploring ways to prioritize those behaviors.
The test is currently opt-in. Users can revert to the standard layout if they prefer the classic home feed — but this test may signal what the default experience will become in future global rollouts.
Why Instagram Is Pushing Reels to the Front
Instagram’s internal metrics have shown explosive growth in video watch time. In 2024, total Reels watch time rose by over 20% year-over-year, and today, Reels account for about half of all time spent on Instagram.
By making Reels the default entry point, Instagram aligns its app behavior with user habits. The move also mirrors trends seen across other Meta products — such as Facebook’s heavy emphasis on Reels in feeds — and aligns with broader short-form video competition against TikTok and YouTube Shorts.
The iPad version of Instagram already opens directly into Reels, making this mobile test a logical extension of that approach.
Still, this change could divide users. Instagram was originally built around photos, and many long-time users still value static posts and curated aesthetics. Pushing video too aggressively might risk alienating those audiences.
What It Means for Creators and Brands
This shift has serious implications for how creators build visibility and how brands design campaigns:
- Video-first strategy is now non-negotiable. If your content calendar still leans heavily on static images, you’ll need to adapt quickly.
- Reels are becoming the discovery engine. The algorithm favors content that drives watch time — so short, emotionally engaging videos should be prioritized.
- Testing different niches matters more than ever. Creators can segment content styles — lifestyle on one account, educational or meme content on another — to see what performs best.
- To manage that efficiently, it’s worth using Bulk Instagram Accounts. Managing multiple pages allows you to test new trends, audiences, or video formats without risking your main brand identity.
- Community interaction via DMs and comments will continue to rise. Building relationships through direct engagement may matter as much as content quality itself.
Instagram’s move isn’t just about competing with TikTok — it’s about redefining itself as a visual entertainment platform rather than just a social network.
For creators who adapt fast, this is an opportunity. For those stuck in the photo-era mindset, it’s a warning sign. The message is clear: Reels aren’t just a feature anymore — they’re the front door.
