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Instagram is now testing a full-screen feed

26th May 2022

Earlier this month, Instagram announced they were going to be changing their home feed. “Chronological order is coming back!” We cheered. “We’re making your feed full-sized, and we’re increasing the amount of suggested content!” Instagram shouted back at us.

Those of us who logged into Instagram when it first launched in the UK will remember the filters, the chronological feed (how I miss you!) and of course, the cropped, square photos. Instagram in 2022 is almost unrecognisable from the fresh-faced, ground-breaking photo sharing app we all signed up for initially.

Instagram in 2012

A new age of Instagram is beginning…

At the beginning of May, the head of Instagram, Adam Mosseri announced that Instagram is currently testing a full screen home feed, like Tik Tok, which will include more suggested video content. Similar to Tik Tok, your home feed will now take up the entire screen, making it a “new, immersive viewing experience”, and you’ll need to swipe up to skip to the next post.

Instagram’s new feed, released 2022. (Source: Instagram)

As well as this huge change in the structure of the app, they’ve also announced that they will be giving you even more suggested content, in particular Instagram Reels.

If you’re reading this and you’re worrying about the future of your brand… Chill, it’s all good, we’ve got this, read more below.

What do these changes mean for me?

Mosseri says these changes will bring a more “streamlined experience” to the app. If you’re struggling to picture how this will look compared to the current format, take a look to see how carousel posts are now displayed on the new home screen.

(Source: Mattinamoderna)

The platform is making it’s position very clear, video is the way forward and with this new update, Instagram is marketing itself as a video-first platform, something Adam Mosseri has been hinting at for months.

This doesn’t mark the death of static content, but you will be seeing a lot less of it going forward as video is prioritised by the algorithm and brands begin to shift towards more video-based content.

More than ever, making reels a core part of your strategy is essential for getting meaningful reach and engagement on Instagram. Later analysed over 81M Instagram feed posts (excluding Reels) from 2020 to 2022 and the average engagement rate for images has decreased by 38%. But, brands and accounts that have jumped on the Reels train early have seen a significant increase in reach and engagement overall.

What does this all boil down to?

If you want to be a successful brand on Instagram (if you don’t, I really don’t understand why you’re here…) you better start making reels. And if you’re still not sure, check out this video from Instagram’s official creators account.

The side eye is real here.

If you’re still thinking that video content means expensive equipment, lighting or elaborate scripts, we’re happy to prove you wrong. Reels can be as simple as adding a few images to the beat of a trending song, or you can do a tour of your office if you want to add that personal touch.

With the right content and plans in place, you can still see huge success and engagement on Instagram – it’s all about moving forward.

Has the Instagram update got you anxious about how you’re going to keep up? With our team of designers and digital content managers, we can help your brand adapt to the evolution of Instagram and ahead of your competitors. Get in touch using the form below!

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Written by Alice-Rae Pringle
Digital Marketing Manager