Jul 8, 22 | 5 min read
all video on reel
Reading time: 4 minutes
Yes, you read that right! Meta confirmed to Gizmodo that they are testing a version where all video content is published as a reel. This, among other implications, means removing the ability to share a video only with your followers.
Instagram explains that the change is part of its efforts to “simplify and improve the video experience on Instagram.”
If this is true, what do users think about this change and how could it affect their audience? Isn’t this just another way to copy TikTok?
In this article, we tell you the details behind this test and what it means for sellers and brands.
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What is changing?
For some time, most Instagram users could upload a video and then the app would ask them if they wanted to share their content as a post or a reel. In other words, they have a choice.
However, with this new version, when christmas island email address a user tries to make a video post on Instagram, they will receive a notification that says “video posts are now shared as Reels.”
What does this mean?
First, you won't be able to share the video with just your followers.
Other people can create a remix with your reel (if you have the right settings)
Anyone can discover your video and use your original audio (which sounds great for original content creators who want to reach a wider audience)
If these changes are implemented, it will, indeed, be a risky decision , but let's start by saying that users are now unable to post anything other than a still image without getting lost in an abyss of Reels.
And this is not the only change that Instagram is testing.
Changes on Instagram during 2022
Over the past few months, Instagram has been testing new features in an attempt to compete with the king of the short video format, TikTok.
They want to make videos as simple as possible to discover and create. But, with all these changes, this platform is becoming eerily similar to its competitor. Is this an attempt to replicate the formula that sparked TikTok’s explosive growth? It seems so.
Instagram boss Adam Mosseri has said that what made Instagram so famous is no longer what it is: a square photo-sharing app . The company is now focusing on four key areas: Creators, Video, Shopping and Messaging.
They only closed IGTV in February of this year, and for the rest of 2022 they have been testing features such as:
Change the layout with full-screen vertical home feeds
Changing its ranking algorithm to benefit original content
And soon, the possibility of publishing 60-second videos in Stories.
All in less than a year! Pretty crazy, right?
And while I think these are all radical decisions that could compromise your brand identity, there is good reason to be concerned.
TikTok has become the most downloaded app of 2022 , surpassing YouTube, Facebook, and Instagram’s time-spent records in 2021 and is expected to grow by up to 325% year-over-year .
Globally, it has over 1 billion monthly active users and is expected to reach 1.5 billion by the end of 2022.
As you can see, this is not easy to overcome. But does this mean that Instagram's offer is no longer relevant? In my opinion, both platforms can share audiences, but users behave differently. And that's the essence of social media!
You don't go to Facebook to share the same content you find on Instagram. Even as users, we follow different accounts depending on the platform. If I want a quick tutorial, I no longer go to YouTube, I put a hashtag on TikTok and, voila!
User behavioral data should be the cornerstone of any strategic decision . And hopefully, Instagram is considering that.
