Instagram is testing a new feature that turns all video posts on the platform into Reels —reports TechCrunch.
“We’re testing this feature as part of our efforts to simplify and improve the video experience on Instagram,” a spokesperson from Instagram’s parent company, Meta, told the publication in an email.
It looks like Meta has realized that offering two formats for video posts isn’t the most cohesive experience. That is especially the case with Instagram, which is largely geared towards shorter-length videos.
As of April, Reels accounted for 20% of watch time on Instagram. That number will only increase if Reels becomes the standard format for video posts on the network.
Meta launched Reels in 2020 to better compete with TikTok, which has been digging into Instagram’s market share.
Last year, Instagram head Adam Mosseri said the app was “no longer a photo-sharing app.” He noted that Meta was prioritizing a pivot into video as competition with TikTok and YouTube heated up.
Meta is reportedly planning a TikTok-inspired redesign for Instagram’s sister platform, Facebook, as well.
Instagram is currently testing the new feature with select users across the globe. Users included in the test are seeing an in-app message informing them that “video posts are now shared as Reels.”
Instagram is now making EVERY video a Reel
h/t @ChristinaSBG pic.twitter.com/YLRDhT1nw0
— Matt Navarra (@MattNavarra) June 30, 2022
Video posts from public accounts that get turned into Reels will be discoverable by anyone on Instagram. If you have a private account, however, the Reels you post will only be visible to your followers.
Last month, Instagram made it possible for users to pin up to three posts or Reels to their profile.
