Instagram Trials Opening To Reels as the Main Feed

Instagram is testing opening Reels as the main feed, signaling a stronger push toward short-form video engagement.

Instagram is testing a new approach to its UI that would allow Indian users to open the app to a version featuring Reels, rather than the traditional home feed of posts and stories. The test shows how Instagram, which once helped popularize short-form video content, has increasingly adopted elements of TikTok’s interface.

The New Experience Explained

The refreshed UI has a familiar appearance, but emphasizes Reels as primary content. Which post will be shown first in Reels on Facebook? Tapping an initial post in this feed opens the Reels viewer, which fills the screen and provides a full-screen, vertical video experience.

Last week, Bloomberg reported that Instagram was testing this updated variation in some markets to put more emphasis on Reels engagement.

Instagram chief Adam Mosseri has shared some more insight into the experiment:

“Reels and DMs have driven most all our growth at Instagram over the last few years, so we are exploring making them the first two tabs. This is just an option available to a small group of people in India starting today. Photos from accounts you follow are still in the home tab.”

Users continue to have access to traditional feed content, but Reels takes center stage when the app opens.

Video watch time on Instagram increased 20% year over year, according to Meta, with Reels now accounting for 50% of the total time spent in-app. Considering this shift in user behavior, it makes sense for Instagram to prioritize Reels at the forefront to drive engagement and retention.

User Reaction on Reels

More people are creating and viewing Reels than ever before, as the visibility on regular feed posts continues to decline. The new test reflects that, as it makes Reels the default landing screen for some users without entirely removing access to the home feed.

Instagram’s new iPad app already opens directly to Reels, a sign that this is the direction the company plans to take. Many invested users would prefer a less algorithmically manipulated feed and a purely chronological feed.

The data suggest that engagement improves when algorithms do a better job of directing your attention to relevant content, such as Reels.

Future Outlook

Crucially, in India, the test is opt-in, allowing users to switch back to a traditional feed at any time. Instagram has not said whether it plans to make that test global, but analysts view it as a potential hint at broader release.

This represents a significant departure from Instagram’s origins, but it reflects the changing consumer habits toward video.

Bottom Line

For brands and creators, this signals the growing importance of short-form video content on Instagram and the need to optimize for Reels to maintain visibility as the platform continues to evolve. Those looking to align with the platform’s vision will need to ensure they are seeking opportunities that optimize for this.