Instagram Is Testing a New UI Where Reels & DMs Take Center Stage — Here’s How to Adapt

Instagram is introducing a test update to its user interface for some users, repositioning the app’s layout so that Reels and Direct Messages (DMs) become more prominent. According to the announcement, Reels will now occupy the second tab and DMs the third tab in the bottom navigation bar, with swiping enabled between them.

This shift isn’t just cosmetic — it signals where Instagram believes user attention is headed. For creators, brands, and agencies, understanding this change is critical: it affects content strategy, posting behaviours and what types of content are likely to perform best.

What the UI Test Involves

• Selected users are being prompted to try the new layout, where the first tab remains the feed/stories mix, the second is Reels, and the third is DMs.
• Swiping horizontally between tabs is supported, making access to Reels and conversations faster.
• The test is opt-in for now, giving users the option to revert if they prefer the older layout. Instagram head Adam Mosseri has indicated the redesign will roll out widely in the coming months.
• Instagram cites data: Reels account for roughly 50 % of total time spent in the app, while messaging and DMs drive high engagement.

Why This Matters for Creators & Brands

1. Reels Are Gaining Even More Weight

If Reels are now given priority in tab placement and navigation, it likely means that content and posting strategies focused on Reels should get more attention. Creators who were already prioritising Reels now need to lean in — and those who were focused on static feed posts must rethink their approach.

2. Conversations & Community Matter More

Giving DMs a dedicated bottom-tab spot elevates direct messaging and private engagement. For brands and creators, this underscores the value of building conversational flows, community responses, and one-to-one interactions. Engagement isn’t just public likes — it’s also the messages and relationships behind the scenes.

3. Posting Behaviour May Shift

With easier access to Reels and DMs, users may open Instagram expecting quick visual content or to connect with friends, rather than browse a traditional feed. This means content that interrupts or engages quickly (first 3 seconds) will gain more impact.

4. Multi-Account Testing Becomes Essential

In an environment of rapid change, testing multiple creative styles, niches or posting formats is key. To do this effectively, many creators and agencies turn to structured workflows using Buy Bulk Instagram Accounts Guide so they can run experiments across accounts, measure results, and scale winners while protecting their core brand presence.

How to Adapt Your Strategy

Prioritise Reels First

• Make sure your next batch of content is optimized for Reels: vertical format, fast hook (<3 seconds), mobile-first editing.
• Create recurring series or themes (e.g., “Monday Mini-Hack”, “Weekly BTS”) so followers anticipate your Reels.
• Use the “swipe” behaviour with intent: include clear opening visuals so people instantly recognise your style when swiping.

Build Conversation & DM Flows

• Use Stories or Reels endings that encourage DMs: “Want the full guide? DM me ‘Reel’ and I’ll send it.”
• Monitor your DMs closely: quicker replies and personal responses can increase brand trust and retention.
• Consider building micro-community groups around DMs, leveraging the elevated tab position to your advantage.

Segment & Test Across Accounts

• Create a “test profile” to trial bold formats or niche content styles while your main brand posts steady content.
• Launch two-three Reels with new styles, measure retention, completion, and share metrics across accounts.
• Use the infrastructure of Buy Bulk Instagram Accounts to manage multiple profiles—ensuring you don’t jeopardize your core account while you test.

Refresh Your Feed Content Strategy

• Recognise that the traditional feed may become a secondary experience; use it for deeper storytelling, behind-the-scenes and evergreen content rather than urgent announcements.
• Monitor performance shifts: if feed posts decline in reach, lean more heavily into Reels and Stories, and keep adapting.

Potential Risks & Things to Watch

• User resistance: Some users may dislike the new UI, feeling feed content is buried. You’ll likely see commentary from users adjusting to the new layout.
• Creative fatigue: Reels demand faster output and more frequent posting; if you’re not prepared, quality may decline.
• Resource strain: Building meaningful DM flows and managing multiple accounts takes time and operational capacity.
• Measurement noise: Because Instagram is still testing this UI change, early data may vary and you’ll need to filter noise from signal.

The Bigger Picture: Meta’s Strategic Direction

This UI shift signals that Meta is shaping Instagram around what users do most: watch videos and connect through DMs. The feed-centric model that defined Instagram early on is now shifting. Platforms like TikTok and Snapchat have already conditioned younger audiences to expect full-screen video and quick conversations — Instagram is adapting.

For brands and creators, this means the social landscape is evolving from “post and wait” to “engage proactively and often”. Success will depend on agility, creativity, strategy and community focus.

Final Thoughts

Instagram’s test of a new interface emphasising Reels and DMs is a clear signal: adapt or fall behind. If you’re still treating feed posts as your main content pillar, it’s time to shift. Reels-first, conversation-second workflows are becoming the new norm.

By deploying multiple account experiments using frameworks like Buy Bulk Instagram Accounts Guide and managing scale through Buy Bulk Instagram Accounts, you position yourself to both test rapidly and scale smartly while maintaining your main brand’s reputation.

Now’s the time to refresh your creative backlog, optimise for mobile, engage your community in DMs, and build content designed for swipes, taps and engagement—not just likes.