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 singapore email address
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 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 isn't the only change 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.
What could be the impact of all these changes?
All these changes to the platform leave many users with doubts.
If Instagram's goal is to improve the experience for content creators, how will these changes benefit them?
There are certainly complications with the adjustments to video formats for Reels. That’s why businesses, brands, and creators will need to prepare to work only with vertical video . Pretty much anything that isn’t a Reel won’t fit on the platform (literally). Plus, this will definitely have an impact on user experience, as will the vertical startup sources they’re also testing.
This whole scenario reminds me of a great quote from Bonnie Gillespie:
“When you try to be everything to everyone, you end up being nothing to no one.”
I think with all these changes, the platform is overlooking something very important: the essence of the brand .
The question remains, is it worth it? We will see in the coming months.
In the meantime, marketers and brands must be prepared to face the changes and adapt their formats if they want to remain competitive.
Video will account for 82% of all traffic by 2022, so if you haven't invested in it, you better start now.
Now that Instagram is shifting its core to appeal to a younger audience, you need to know if your audience will still be there.
If you're starting to create more video content, remember not to compromise your brand just to fit into certain formats. Now more than ever, it's important to keep track of changes in your audience and rethink your strategy for this platform.
If your audience stops engaging with the platform after all the updates, there is no point in reinforcing the strategy further. You need to be where your audience is.
And my final piece of advice: don't put all your eggs in one basket. Diversify your channels to ensure a complete experience for your users.
