Instagram, Meta’s photo-sharing powerhouse, is rolling out a bold experiment in India: a Reels-first user interface that launches users straight into the short-form video feed, sidelining the traditional photo grid. Announced on September 29, 2025, and limited to a small group of users in India and South Korea, this redesign prioritizes video discovery amid Instagram’s push to rival TikTok and capitalize on Reels’ explosive growth—now reshared 4.5 billion times daily across Meta platforms. With Instagram hitting 3 billion monthly active users (over 400 million in India alone), the test reflects evolving behaviors where short videos and messaging dominate, potentially reshaping how creators and casual scrollers engage.
For content creators leveraging Reels for reach, everyday users navigating the app, and marketers in India’s $5 billion social media ad market, this UI shift could boost video consumption but risks alienating photo purists. As Instagram eyes a global rollout, including an iPad app debut earlier this month, the India test serves as a proving ground. Let’s explore the changes, rationale, and potential impacts.
The New Layout: Reels Takes Center Stage, DMs Get Prime Placement
In the test version, the app opens directly to the Reels tab, immersing users in a vertical video feed of recommended content from followed accounts and beyond. Stories remain pinned at the top for quick access, while the bottom navigation bar simplifies to emphasize high-engagement features: Reels in second position and Direct Messages (DMs) moved to the center for faster chats.
Key updates at a glance:
| Feature | Old Layout | New Reels-First Test |
|---|---|---|
| App Launch | Home feed (photos/posts) | Direct to Reels video feed |
| Navigation Bar | Home, Search, Reels, Shop, Profile | Simplified: DMs center, Reels second; swipe between tabs |
| Following Tab | Standard feed | Split: “All” (recommended), “Friends” (mutuals), “Latest” (chronological) |
| Stories & DMs | Top bar; DMs in profile | Stories top; DMs prominent for sharing |
This mirrors the iPad app’s recent redesign, where Reels led the interface, and aims to streamline swiping between feeds, videos, and messages. Instagram head Adam Mosseri noted the test responds to user patterns: “Reels and DMs are where people connect over creativity.”
Why India and South Korea? A Proving Ground for Video Dominance
Meta selected these markets for their massive scale and video affinity: India boasts 400 million+ users with culturally rich Reels content, while South Korea’s K-pop and short-form trends drive high engagement. The test aligns with Instagram’s 3 billion MAU milestone, where short videos fuel 70% of growth, reshared 4.5 billion times daily across Meta.
Rationale includes:
- User Behavior Shift: Messaging now tops photo/video sharing; Reels views hit 200 billion daily globally.
- TikTok Rivalry: Prioritizing Reels combats ByteDance’s dominance, especially in India post-2020 ban.
- Algorithm Tweaks: Upcoming tools let users fine-tune Reels topics, rolling to Explore and Feed soon.
Early feedback is mixed: Creators praise video prominence, but some users decry the “TikTok-ification” of feeds.
What It Means: Boost for Creators, Risks for Photo Users
For creators, the Reels-first push amplifies discoverability—India’s 400 million users could see 20-30% more views for short videos, per Meta data. Marketers gain from enhanced ad placements in feeds, potentially lifting Instagram’s $50 billion annual revenue. Everyday Users benefit from quicker DM access but may miss the photo-centric home.
Potential downsides:
- Feed Fragmentation: “Following” tab’s splits could confuse casual users.
- Global Rollout: Success in India/South Korea may lead to worldwide changes by 2026, per reports.
- Creator Economy: Rewards video over static posts, pressuring photographers to adapt.
As Instagram evolves, this test could redefine social scrolling—or spark user revolt.
Conclusion: Instagram’s Reels-First Gamble – Video or Bust?
Instagram’s Reels-first UI test in India is a high-stakes bet on short videos as the app’s future, leveraging 3 billion users and 4.5 billion daily reshares to outpace TikTok. By opening to Reels and centering DMs, it mirrors real habits but risks diluting the photo roots that built the platform. With India as the lab, success could go global—watch for feedback shaping the feed. Tech Crunch
