You know how when you enter TikTok, the first thing you see (besides an ad) is a full-screen, vertical video? Instagram is testing a feature that will offer a consistent, immersive experience, which it says is designed to “put video front and center.” It seems to be an ongoing theme in Meta!
Of course, the bottom line here is that Instagram continues to grab our attention from TikTok. Meta, the parent company to Instagram, said in its earnings call last week that Reels, its TikTok clone, has exceeded 20% of the time people spend on Instagram. On Facebook, all types of videos account for 50% of the time users spend on the platform.
In addition to TikTok envy, this test also affects the appearance of images in the feed. Every time Instagram struggles with the size of photo posts, it creates controversy.
In the test of the full-screen home feed, you can still use the bottom navigation bar to access the discovery tab, Reels, shopping and your own page. Tips to change accounts, create ads, check ads and check messages are right on the site. Although the test image we received doesn’t show where the news will appear, a viewer from Instagram said that the news will always be at the top of your feed – it’s not shown in this ironic, because the photo was taken after scrolling below the top of the feed.
Stories are currently a bigger money maker for Instagram than Reels, because there are more structures to buy ads on stories. The company plans to add more monetization options on Reels, but says in its earnings call that the push to monetize Reels will happen in several years.
Like Meta, Google is also competing with TikTok through its YouTube Shorts. During Google’s earnings call last week, the company said it had begun testing ads in YouTube Shorts. YouTube Shorts are generating 30 billion views per day, four times more than last year. Meta didn’t share specific numbers for Reels viewers, but video presence is growing across Meta properties.
Check out Adam Mosseri’s Instagram post explaining the episode here: