Instagram is currently experimenting with a redesigned user interface that prioritizes its short-form video feature, Reels, in the Indian and South Korean markets. This strategic move underscores the platform’s commitment to enhancing user engagement through video content.
Overview of the New Interface
The updated design prominently features the Reels tab, positioning it as the primary focus upon launching the app. Stories remain accessible at the top, maintaining their traditional placement. Notably, the Direct Messages (DM) button has been relocated to the central navigation bar, facilitating easier access. Users can seamlessly switch between tabs by swiping, enhancing the overall navigation experience.
Adjacent to the Reels tab is the Following section, which offers three distinct feed options:
– All: Displays recommended posts and Reels from accounts the user follows.
– Friends: Showcases posts and Reels exclusively from mutual connections.
– Latest: Presents the most recent posts and Reels, ensuring users stay updated with the newest content.
Strategic Implications
This interface overhaul aligns with Instagram’s broader strategy to emphasize short-form video content, a format that has seen exponential growth in user engagement. By placing Reels at the forefront, Instagram aims to capitalize on this trend, offering users a more immersive and video-centric experience.
The decision to test this design in India and South Korea is particularly noteworthy. Both countries have demonstrated a robust appetite for short-form video content, making them ideal markets for such innovations. India, for instance, witnessed a surge in short-video platform usage following the ban of TikTok in 2020. Instagram swiftly responded by introducing Reels to the Indian audience, capturing a significant user base. ([techcrunch.com](https://techcrunch.com/2020/07/06/instagram-reels-arrives-in-india-following-tiktoks-ban/?utm_source=openai))
Historical Context and Evolution
Instagram’s journey towards a video-centric platform has been marked by several strategic decisions:
– July 2020: In the wake of TikTok’s ban in India, Instagram expanded its Reels feature to the Indian market, offering users an alternative platform for short-form video content. ([techcrunch.com](https://techcrunch.com/2020/07/06/instagram-reels-arrives-in-india-following-tiktoks-ban/?utm_source=openai))
– August 2023: The platform internally tested the capability to create Reels up to 10 minutes long, aligning with competitors like TikTok and YouTube in offering extended video content. ([techcrunch.com](https://techcrunch.com/2023/08/30/instagram-is-internally-testing-the-ability-to-create-reels-up-to-10-minutes-long/?utm_source=openai))
– October 2024: Instagram introduced trial reels, allowing creators to test new content without it appearing to their followers, fostering experimentation and innovation. ([techcrunch.com](https://techcrunch.com/2024/12/10/instagram-rolls-out-trial-reels-that-arent-shown-to-a-creators-followers/?utm_source=openai))
– September 2025: The platform began testing a Picture-in-Picture feature for Reels, enabling users to multitask while watching videos, thereby enhancing user engagement. ([techcrunch.com](https://techcrunch.com/2025/09/02/instagram-tests-picture-in-picture-viewing-for-reels/?utm_source=openai))
User Experience and Feedback
The redesigned interface aims to provide a more streamlined and engaging user experience. By centralizing Reels and offering intuitive navigation options, Instagram seeks to cater to the evolving preferences of its user base. Early feedback from users in the test markets will be crucial in determining the success and potential global rollout of this design.
Conclusion
Instagram’s test of a Reels-first interface in India and South Korea signifies a strategic shift towards prioritizing short-form video content. By adapting to user preferences and market trends, the platform aims to enhance engagement and solidify its position in the competitive social media landscape.
