Instagram is testing a change that turns video posts into rollers, the company confirmed to TechCrunch. The company says the change, which is currently being tested with select users around the world, is part of Instagram’s plan to simplify video in the app.
“We are testing this feature as part of our efforts to simplify and enhance the video experience on Instagram,” a Meta spokesman said in an email.
A screenshot posted on Twitter by social media consultant Matt Navarra shows that people who are part of the test will see a message on the app that says “video posts are now shared as Reels.”
The message indicates that if your account is public and you post a video that ends up becoming 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 message also states that once you post a Reel, anyone can create a remix with your Reel if your account is public. However, you can prevent people from remixing your Reels in your account settings.
As with any other test, it is unknown when or if Instagram plans to implement the change more widely. If the change becomes permanent, it can pose some challenges. For example, it might be difficult to post a horizontal video if it is uploaded in a vertical reel format. Also, Instagram did not say how this change will affect current Instagram videos.
The test comes when Meta has bet a lot on Reels. As part of its first quarter 2022 earnings, the company revealed that Reels now account for more than 20% of the time people spend on Instagram. No wonder Instagram is looking to further expand Reels by replacing video posts. If the company ends up making this change permanent, it could boast that people spend even more time watching Reels.
Last year, Instagram boss Adam Mosseri said the app “was no longer a photo-sharing app,” noting that the company prioritized a shift toward video amid TikTok’s significant competition 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 IGTV video and Instagram Feed videos into a new format simply called “Instagram Video”.
If Instagram decides to convert all video uploads to Reels, it would further consolidate the company’s video elements. Last year, when Mosseri outlined Instagram’s priorities for 2022, he said the company would double the video and focus on Reels. He even hinted that Instagram would consolidate all of its video products around Reels and continue to grow the short-form product, indicating that this change may have always been the plan.