TikTok is the social media platform of the 2020’s, without a doubt. It has seem unprecedented growth over the last several years and other social media companies are noticing and frankly, worried. Engagement is falling on most other platforms, and TikTok is forging ahead, even passing YouTube in total watch time. Now, Instagram is testing out a new full-screen mode for its feed and an updated navigation bar in hopes of making content on the platform more discoverable and immersive.
Read: China testing tech that beams solar power from space
According to Meta spokesperson Seine Kim, the test has been rolled out to “a limited amount of people,” with no work as to when it might launch to all users. It changes how video is shown in the app, with users now able to see videos in almost full-screen as you swipe through the feed. The navigation bar will still appear in its usual place. The description, as well as buttons that let you favourite or comment on the video, will appear along the bottom, and the Instagram logo and other top buttons will appear floating above the top.
This new view is solely focused on the threat TikTok is posing to Instagram. Content consumption has changed significantly since Instagram took over the photo experience, with video becoming ever more important. Short form video is very important these days, especially to younger audiences, and even YouTube has launched Shorts to promote this kind of content.
While Meta CEO Mark Zuckerberg said in a story about the test that photos “are still an important part of Instagram” and that the company is working on making them more compatible with a full-screen feed, Instagram’s leadership has made it clear that still images aren’t the focus of the app anymore. It is a massive departure from its roots and we will be following the developments closely.
