Adam Mosseri, Head of Instagram, recently revealed that all video posts would become Instagram Reels.
So, why is Instagram making this change? Are Instagram Stories now referred to as Reels? What does this signify for brands and content creators?
We’ve broken everything down below.
Why Is Instagram Merging Video Posts Into One Format?
In 2021, Instagram merged IGTV and Feed videos into a single format: Instagram Video.
This created four different types of video formats on the app: Reels, Video, Stories, and Lives. Now, Instagram’s decided to simplify video content for feed posts even further.
Translation? All Reels, all the time.
With fierce competition from both TikTok and YouTube, it’s no secret that Instagram has been prioritizing Reels to stay top-of-mind.
So how will the new video post format work? According to parent-company Meta, “new video posts shorter than 15 minutes will be shared as Reels.”
Moving forward they’ll also consolidate the video and Reels tab to create one tab for all of your feed videos.
While this current change will make the distinction between Reels, Stories, and Lives more defined, many users aren’t fully onboard the video train just yet (more on that, later).
NOTE: Meta says videos posted prior to this change will remain as videos and won’t become Reels. Though, it’s unclear whether they’ll be housed in a separate tab on your Instagram profile. We’ll keep you posted.
What Does This New Instagram Video Merge Mean for Brands and Creators?
In theory, this should make content planning and creation easier. Instead of four video formats on the app, there will now be three:
- Instagram Stories: Videos that last for 24 hours, and are split into 15-second slides.
- Instagram Lives: Videos streamed in real-time, that can be up to four hours long.
- Instagram Reels: Short-form vertical videos — now up to 15 minutes in length.
That said, many creators are frustrated with the continued shift to video, and Mosseri recently addressed their concerns:
While the app will continue to support photos, “more and more of Instagram is going to become video, over time.”
The main takeaway? This video merge is one of many updates to come.
And while we’re nostalgic for the “Instagram of Yore” (hey images, we see you, and we still love you), it’s time to rethink your content strategy in 2022.
Fortunately, you don’t need to be a video expert or have a team in order to create simple Reels that are effective.
Start by incorporating one or two into your weekly posting cadence, evaluate, and take it from there.
With a defined Instagram Reels strategy, you can still reach your target audience and meet your overall goals.
So, what do you think about all of this change? Contact us and let us know!
