It’s been in testing for a while, but today Instagram launched an updated version of its new full-screen main feed test, which expands Instagram posts – whether static images, of videos or reels – into a full-height, TikTok-esque swipeable stream of all different types of IG content.
As you can see in this example, in the new format Instagram Reels and Video Clips are expanded to full-screen style, with the navigation bar, description, and Instagram logo overlaid on top of the content.
It’s a change from the option’s original presentation, which was first spotted during testing in March.
Mark Zuckerberg, CEO of Goal shared a story on the updated layout style, along with a note that “photos are still an important part of Instagram.”
But that’s not that important, especially since Reels is now Instagram’s fastest growing content option, with 20% of all time spent on Instagram in its Reels feed.
Interestingly, this new approach would also move the stories bar out of view, although the longer-term approach will likely see stories incorporated into this new presentation format as well, with an image count bar at the bottom of the screen. screen, encouraging users to swipe through for more.
The update reflects the continued influence of TikTok, which has changed the way nearly every platform now views growth, with the app’s continued rise changing user behaviors, on a much broader scale. than just within TikTok itself.
Indeed, a new report from The Verge this week revealed that Facebook is also looking to dig deeper into the short-form video trend, with the format’s popularity now altering user attention spans and shifting consumer expectations. , which basically means platforms follow the trend or lose audience by ignoring it.
Instagram is Meta’s most similar platform in this regard, and as such it makes sense that it is looking to “go TikTok” and transition to a more aligned content feed.
It also lines up with what Instagram chief Adam Mosseri pointed out in December last year, when he said that video would be a key focus for IG in 2022.
“We will double our focus on video and consolidate all of our video formats around Reels”
This appears to be the ultimate next step on that front, and another repositioning in its showdown against TikTok, to mitigate TikTok’s growing dominance in the space.
It’s not available to all users yet, but more people will see it soon – and from there, I’d bet the next integration, including Stories, will arrive soon after, moving Instagram to a much more TikTok-like experience.
For brands, if you’re not creating short video content yet, maybe it’s time to start testing because it’s going to become the thing on IG.
