It seems like Meta is truly boosting Reels.
A new feature that Instagram is testing turns video posts into Reels. According to TechCrunch, Meta said that it aims to simplify video on Instagram. The new feature is currently being tested with select users around the world.
"We're testing this feature as part of our efforts to simplify and improve the video experience on Instagram," said a Meta spokesperson in an email to TechCrunch.
How 'Video Turns Into Reels' Work
Social media consultant Matt Navarra posted a screenshot on Twitter showing what the experimental Instagram feature notice looks like. There's an in-app message that says "video posts are now shared as Reels."
Instagram is now making EVERY video a Reel
— Matt Navarra (@MattNavarra) June 30, 2022
h/t @ChristinaSBG pic.twitter.com/YLRDhT1nw0
Anyone can discover your video and use your original audio to create their own Reel if your account is public.
On the other hand, if your account is private, only friends would see your video. Once you post a reel, other Instagram users can create a remix with your Reel and download it as part of their remix if your account is public.
If you don't want others to use your Reel for remixes, you have to turn the option off in Settings or to disable it for each video you post.
As of writing, it remains unknown when Instagram plans to roll out the change more widely or if the platform plans to make it available to more users.
There would be some challenges if the change does become permanent. For instance, posting a horizontal video might be difficult if it gets uploaded in a vertical Reels format.
There is no statement from Instagram how current videos on Instagram will be affected by this change.
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Reels is Meta's Fastest Growing Content Format
The move of Meta to turn videos into Reels is not surprising. According to TechCrunch, "the test comes as Meta has been betting big on Reels."
The company revealed, as part of its Q1 2022 earnings, that Reels now make up more than 20% of the time that people spend on Instagram.
In addition, Mark Zuckerberg revealed in the fourth quarterly earnings report for 2021 that Reels is now Meta's fastest growing content format.
Meanwhile, as Meta is facing a downturn, chief product officer Chris Cox called Reels a "bright point" for the company, as per Engadget report.
In the six areas that Cox laid down as priority plans, monetizing Reels as quickly as possible is one of the projects Meta intends to focus on for the second half of 2022.
It can be recalled that last year, Instagram head Adam Mosseri said the platform was "no longer a photo-sharing app." Amid the competition from TikTok and Youtube, the company was prioritizing a shift into video.
The company then decided to combine IGTV's long-form video and Instagram Feed videos into a new format simply called "Instagram Video" as a move to make video a more central part of the Instagram experience.
Turning all video uploads into Reels would consolidate the Instagram video elements even further.
When Mosseri laid out Instagram's priorities for 2022 last year, he said "the company would double down on video and focus on Reels." This indicates that this new feature may have always been part of the plan.
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