Instagram is experimenting with opening its app directly to the Reels feed for users in India and South Korea—a move that could redefine how millions experience the platform. The trial, as reported by industry sources, suggests Instagram is doubling down on short-form video amidst evolving social media habits.
Details of the test show a familiar interface with a critical shift: launching Instagram could now lead directly into a Reels-first feed. Users, upon opening the app, are presented with a stream highlighting Reels instead of traditional feed posts. Tapping a post moves viewers into the immersive, full-screen Reels window typical of vertical video platforms.
Key aspects of this Reels-focused experiment include:
- The Reels feed appears immediately on app launch for select users in India and South Korea.
- Expanded, scrollable Reels are accessible with one tap.
- The change is opt-in and reversible—users can switch back to the classic feed at any time.
- Photos from followed accounts remain available on the home tab; they just aren’t front and center.
Instagram clarified this is not a wholesale shift to a TikTok clone, but a targeted trial prioritizing video content. Instagram management said Reels and direct messages are now the leading drivers of app activity. Reports show users worldwide spend half of their time in the app on Reels, and total Reels watch time has exceeded 1 billion hours according to Meta.
This update isn’t entirely new for Instagram. The platform’s recently released iPad version also launches users directly into Reels. These moves echo industry shifts, as platforms pivot to prioritize vertical video and algorithm-driven feeds.
Competitors like TikTok have set the standard for addictive short-form video, pushing other networks to follow suit. Instagram isn’t alone: Meta AI’s recent personalization tools on both Facebook and Instagram further reinforce the company’s focus on curated, customized experiences that keep users engaged.
For creators and brands, the Reels-first home screen tests raise the stakes for video content strategy. When Instagram favors Reels, any user or business hoping to grow reach or spark engagement on the platform will need to invest in short, compelling video. Standard photo posts are likely to receive less exposure, while Reels will become the main driver of follower growth, viral reach, and new collaborations.
The impact is clear: creators will want to double down on vertical video, refine their hooks, and use in-app editing tools to stand out in a busier, more video-centric feed. Those leveraging Instagram’s newest analytics, such as shareable performance data for Reels, can better optimize what works and pitch their value to brands.
If Instagram scales this Reels-centric entry further or sets it as the default for more users, creators who adapt early will have a powerful edge. User preferences for non-algorithmic, chronological feeds remain, but platform data continues to show that algorithm-shaped video feeds drive higher engagement.
Expected more experiments from Instagram as they monitor data from this India and South Korea pilot. If results match leadership’s expectations, a broader option to launch into Reels could roll out globally in the near future. For creators and marketers, a nimble, video-first strategy is fast becoming non-negotiable.
