Instagram is testing a change that turns video posts into Reels, the company confirmed to TechCrunch. The company says the change, which is currently being tested with select users worldwide, is part of Instagram’s plan to simplify video in the app.
“We’re testing this feature as part of our efforts to simplify and improve the video experience on Instagram,” a Meta spokesperson said in an email.
A screenshot posted on Twitter by social media consultant Matt Navarro shows that people who are part of the test will see a message in the app that says “video posts are now being shared as reels.”
The message indicates that if your account is public and you post a video that ends up being a reel, anyone can discover your reel and use your original audio to create their own reel. If your account is set to private, your Reel will only be visible to your followers. The post also notes that once you post a Reel, anyone can remix your Reel if your account is public. However, you can prevent people from remixing your drums in your account settings.
As with any test, it’s unknown when or if Instagram plans to roll out the change more broadly. If the change becomes permanent, it can present some challenges. For example, it may be difficult to publish a horizontal video if it is uploaded in a vertical Reels format. Instagram also didn’t say how this change will affect current Instagram videos.
The test comes when Meta bets big on Reels. As part of its Q1 2022 earnings call, the company revealed that Reels now make up more than 20% of the time people spend on Instagram. Unsurprisingly, Instagram is looking to expand Reels even further by replacing video posts entirely. If the company ends up making this change permanent, it could boast that people are spending even more time watching Reels.
Last year, Instagram chief Adam Mosseri said the app was “no longer a photo-sharing app,” noting that the company was prioritizing a shift to video amid significant competition from TikTok and YouTube. The company then took a step toward its larger goal of making video a more central part of the Instagram experience by combining long-form IGTV video and Instagram Feed videos into a new format simply called “Instagram Video.”
If Instagram decides to turn all uploaded videos into Reels, it will further consolidate the company’s video assets. Last year, when Mosseri laid out Instagram’s priorities for 2022, he said the company would double down on video and focus on Reels. He even hinted that Instagram will consolidate all of its video products around Reels and continue to develop the short product, indicating that this change may have always been the plan.
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