It appears that Instagram is looking to make Reels the sole video format on its platform. 

As of June 30, Instagram has been testing this idea by turning all videos into Reels for select users. 

Creators chosen for this testing phase received notifications on their accounts that video posts would now be shared as Reels. 

Users that share videos-turned-Reels on the platform will have that content be discoverable in the Reels tab, and audio in those videos can be picked up by other users for their own Reels. 

As announced in early January, all videos shared on public accounts can be remixed by other users. Creators that don’t want this to happen, however, can turn the Remix feature off in their settings or on each individual Reel. 

Adam Mosseri, head of Instagram, alluded to this change back in January when he announced that the platform’s goal for 2022 was to steadily increase its focus on Reels and consolidate all video formats around Reels

In May, the platform started experimenting with taller videos and photos to make the platform a more immersive experience, similar to TikTok, perhaps to lay the groundwork for this change.

However, since the new video format is just in the testing phase, it’s unclear if and when there will be an official rollout.

Still, for brands and social media managers that want to keep up with the latest trends, getting a firm handle on Reels now would be a good idea given that Reels is Instagram’s fastest growing feature worldwide. 

Here are some tips on how to get started:


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