Instagram is testing a change that turns all video posts uploaded to the platform into Reels in what is likely a move to increase engagement with its top-performing offering.
TechCrunch, reports that Meta confirmed that the change, which is currently being tested with select users around the world, is part of Instagram’s plan to simplify video on the app.
“We’re testing this feature as part of our efforts to simplify and improve the video experience on Instagram,” a spokesperson from Meta tells TechCrunch.
Yesterday, social media consultant, Matt Navara, posted a screenshot on Twitter showing a notice for the experimental Instagram feature that says all video posts would be shared as Reels on the app.
Instagram is now making EVERY video a Reel
— Matt Navarra (@MattNavarra) June 30, 2022
The message indicates that if a user’s account is public and they post a video that ends up being turned into a Reel, anyone can discover that Reel and use your original audio to create their own. If an account is set to private, an uploaded Reel will only be visible to a user’s followers. The message also notes that once a Reel isposted, anyone can create a remix with that Reel if the account is public. However, users can prevent people from remixing Reels in their account settings.
The test comes after an internal memo revealed that Meta chief product officer, Chris Cox, said Instagram’s TikTok clone Reels is one of the few “bright spots” for the company and warned employees about “serious times ahead” due to slowing growth.
In the company’s fourth quarter earnings report for 2021, Meta CEO, Mark Zuckerberg, said that Reels is now Meta’s fastest growing content format and makes up more than 20% of the time that people spend on Instagram.
It remains to be seen whether the experimental Instagram feature will make it to wide release. However since Instagram head, Adam Mosseri, stated that the social media platform was “no longer a photo-sharing app” at the end of last year, Instagram has put an even bigger focus on video and adopting more TikTok-like features in 2022.
Earlier this month, Zuckerberg announced that Instagram is testing a full-screen feed that strongly mimics the company’s rival.
Image credits: Header photo licensed via Depositphotos.