Instagram is testing a Reels-first home feed in India, replacing the traditional home tab with a full-screen video experience.
The change is driven by a 20% increase in time users spend watching videos, with Reels now accounting for over half of all time spent on Instagram.
The redesign aims to compete with TikTok, focusing on video content while integrating photos from followed accounts.
Instagram is testing a new version of its app in India that replaces the traditional home tab with a full-screen, Reels-style video feed. The experiment is a direct response to seeing most of its recent growth driven by video and direct messaging.
Reels run the show: The strategy is backed by hard numbers from parent company Meta: users are now spending 20% more time watching videos year-over-year. "If you look at the last few years, almost all of our growth has been driven by DMs, Reels, and recommendations,” Instagram head Adam Mosseri explained, noting that Reels now makes up more than half of all time spent on the platform.
Photos on the fringe: The new feed is a vertical, scrollable experience that takes over the entire display, though Mosseri emphasized the test is just an option for now. It remains unclear how traditional photos will fit into the redesign; Mosseri confirmed images from followed accounts will be integrated, but offered no details on how they would appear in the video-centric feed.
The iPad playbook: The experiment is a logical next step after the launch of Instagram’s recent iPad app, which also places Reels front and center. Meta called that design a reflection of how people use bigger screens for “lean back entertainment,” a philosophy now being tested on its core mobile experience.
Instagram is no longer just encouraging users to watch video; it's rebuilding the app's core experience around it. The move signals a clear pivot to compete directly with TikTok for user attention, even at the risk of alienating users who prefer the classic photo feed.
