Instagram is testing a change that turns video posts into Reels, the company confirmed to TechCrunch. The company says 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 said in an email.
A screenshot posted on Twitter by social media consultant Matt Navarra shows that people who are part of the test will see an in-app message that says “video posts are now shared as Reels.”
The message indicates that if your account is public and you post a video that ends up being turned into a Reel, anyone can discover your Reel and use your original audio to create their own Reel. If your account is set to private, your Reel will only be visible to your followers. The message also notes that once you post a Reel, anyone can create a remix with your Reel if your account is public. However, you can prevent people from remixing your Reels in your account settings.
Instagram is now making EVERY video a Reel
h/t @ChristinaSBG pic.twitter.com/YLRDhT1nw0
— Matt Navarra (I quit X. Follow me on Threads) (@MattNavarra) June 30, 2022
As with any other test, it’s unknown when or if Instagram plans to roll out the change more widely. If the change does become permanent, it may pose some challenges. For example, it could be difficult to post a horizontal video if it gets uploaded in a vertical Reels format. In addition, Instagram did not say how this change will affect current videos on Instagram.
The test comes as Meta has been betting big on Reels. As part of its Q1 2022 earnings, the company revealed that Reels now make up more than 20% of the time that people spend on Instagram. It’s not surprising that Instagram is looking to expand Reels even more by replacing video posts altogether. If the company does end up making this change permanent, it could boast about people spending even more time viewing Reels.
Last year, Instagram head Adam Mosseri said the app was “no longer a photo-sharing app,” noting the company was prioritizing a shift into video amid significant competition from TikTok and YouTube. The company then took a step toward its larger goal of making video a more central part of the Instagram experience by combining IGTV’s long-form video and Instagram Feed videos into a new format simply called “Instagram Video.”
If Instagram decides to turn all video uploads into Reels, it would consolidate the company’s video elements even further. Last year, when Mosseri laid out Instagram’s priorities for 2022, he said the company would double down on video and focus on Reels. He even hinted that Instagram would consolidate all of its video products around Reels and continue to grow the short-form product, which indicates that this change may have always been the plan.
Meta says Reels now makes up over 20% of the time users spend on Instagram
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