Instagram’s efforts to compete with TikTok are growing with the blog platform’s latest move. According to a screenshot posted by Matt Navarra on Twitter, Instagram has started testing to make each video posted on Instagram a role so that it can reach a larger audience on Instagram and Facebook.
In an email to TechCrunch, A meta-spokesperson writes: “We are testing this feature as part of our efforts to simplify and improve the video experience on Instagram.” Instagram Reels was first introduced in the US in August 2020 and sees great involvement in the Reels’ short video format.
Instagram now makes EVERY video a Reel
h / t @ChristinaSBG pic.twitter.com/YLRDhT1nw0
– Matt Navarra (@MattNavarra) 30 June 2022
The screenshot shows that “Video uploads are now shared as roles.” Instagram hopes that by pushing all videos to Reels, videos should see more engagement, video effects are available, music can be added, and videos can be remixed into new Reels.
The change is being tested and its permanence is not clear. It is also not clear what will happen to existing videos posted on Instagram, and whether you will still be allowed to post videos for up to 10 minutes (or up to 60 minutes on verified accounts).
Nearly a year ago, Instagram chief Adam Mosseri said Instagram was “no longer a photo-sharing app” as the company shifted its focus to “creators, video, shopping and messaging”.
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