Instagram is testing a new full-screen Home feed with more suggested video content.
Much like on TikTok, posts in the main feed will take up the entirety of the screen, and users will need to perform a swipe up motion to skip to the next post.
In addition to this major UI change, Instagram has also introduced more suggested content into the Home feed — particularly Instagram Reels.
So, what does this mean for the future of Instagram, and how should you change your content strategy to combat this change (and avoid a serious engagement drop)?
We're sharing all of the details below.
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What This Means for the Future of Instagram
There's no doubt about it, this change marks a new era of Instagram.
The new full-screen Home feed does exactly what Instagram Head, Adam Mosseri, has been hinting at for months. It puts suggested video content at the forefront of the app.
And while static image posts from your following and favorites lists will still be available underneath dedicated drop down tabs, we'll see a whole lot less of them in the default Home feed.
It also prompts the question of where Instagram Stories will live as Instagram continues to evolve.
Mosseri has mentioned a more "streamlined experience" on the app — and with the new full-screen format, bringing stories into the Home feed (much like TikTok Stories) suddenly feels possible.
If you're unsure on how this could work, take a look at how carousel posts are displayed in the new full-screen Home feed.
Image credit: @mattinamoderna
In short: Instagram is about to become a lot more like TikTok — with a stream of suggested video content at the heart of the app.
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What This Change Means for Your Instagram Strategy
However you slice it, this is a major change for anyone who works in social media.
More than ever before, adding Instagram Reels into your strategy is essential for reach and engagement on the app.
At Later, we analyzed over 81M Instagram feed posts (excluding Reels) from 2020 to 2022, and the average engagement rate for images has decreased by 38% — from 3.57% to 2.23%.
However, accounts that have embraced Reels since their launch (like Later's own Instagram account) have seen an increase in reach and engagement overall.
The takeaway: If you want to be successful on Instagram in 2022, it's time to get onboard with Reels.
And if you're not convinced, check out this video on Instagram's official @creators account:
The message is loud and clear: Instagram Reels are the format of choice.
Fortunately though, creating great Instagram Reels doesn't require a big-budget video production team. They can be as simple as layering several images to the beat of an audio track.
If you're on the lookout for tips on creating great Reels, check out these free Later resources:
With the right strategy, you can still see big success on Instagram — it's all about evolving with the platform.
What do you think about Instagram's new full-screen Home feed? Let us know over on Later's Instagram account.
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