Instagram Prioritizes Reels and Messaging as User Base Surpasses 3 Billion
MENLO PARK, CA – Instagram is undergoing a notable shift in focus, prioritizing short-form video and direct messaging as its global user base reaches 3 billion monthly active users. The changes, announced today, reflect a decline in traditional photo sharing and a strategic effort to capitalize on features driving growth, according to Meta Platforms, Instagram’s parent company.
The app is redesigning its home screen navigation to prominently feature Reels, Instagram’s TikTok competitor, and private messaging, making both more accessible to users. In a further move to emphasize video content, Instagram is testing a version of the app in India that opens directly into Reels, bypassing the traditional photo and video feed. This design was also recently implemented in a new iPad app release.
“While Instagram was once known primarily as a place for posting and scrolling through personal life highlights,that type of sharing has been declining for years,” said Adam Mosseri,head of Instagram.
To enhance user experience and content discovery, Instagram is also testing a feature allowing users to directly influence the content algorithm by selecting or hiding topics of interest.
These updates represent a broader strategy to leverage Instagram’s most popular features, even as the platform moves away from the photo-centric experience that initially propelled it to global success. The company is adapting to evolving user behavior, recognizing the increasing popularity of short-form video and direct communication.
