Instagram Tests Instagram Reels-first UI in India and South Korea

In Focus

• Instagram pilots an Instagram Reels-first UI in India and South Korea
• Test introduces new Instagram UI redesign, reshaping user engagement flows
• Instagram feed update expands with All, Friends, and Latest categories
• Businesses face greater push toward short-video visibility strategies

Instagram has begun testing an Instagram Reels-first UI in India and South Korea, marking a significant user experience redesign that prioritises short-form video. According to TechCrunch, the trial gives Reels a central position in the platform’s navigation structure while adjusting how users interact with direct messaging and content feeds.

New Navigation and Feed Controls

The experiment places the Reels tab in the second position on the navigation bar, signalling its importance in content discovery. Stories remain visible at the top, but the direct messaging button is relocated to the centre of the navigation bar. Alongside this, a redesigned “Following” tab introduces three distinct viewing modes:

• All: Includes recommended posts and Reels from beyond a user’s network
• Friends: Focused on content shared by mutual connections
• Latest: Displays posts and Reels in chronological order

This Instagram UI redesign is intended to refine how users choose their preferred feed, providing businesses with new opportunities to target audiences based on user behaviour across different modes. Recently, Instagram confirmed it’s developing a shared interests feature called “Picks” that aims to help users discover what they have in common with friends.

Meta’s Focus on Short-Form Growth

Meta has attributed much of Instagram’s recent growth to the popularity of Reels, particularly in driving cross-platform engagement. With more than 3 billion monthly active users globally, Instagram continues to position short-form video as its most influential feature. Earlier this year, Instagram in the US announced it would roll out a feature to allow users to download reels directly on their devices, reinforcing the Instagram Reels default view experience.

The test markets of India and South Korea represent mobile-first economies with high adoption rates of digital content. Success in these regions could set the stage for a wider rollout, potentially shifting global user habits toward prioritised short-video consumption.

What This Means for Businesses

The interface trial underscores a strategic push for brands and creators to embrace video-first strategies. For B2B decision-makers and industry professionals, this signals an adjustment in digital engagement planning:

• Static and text-based content may receive less visibility
• Audience reach could vary depending on whether users select All, Friends, or Latest modes
• Content tailored to Reels could benefit from heightened prominence in discovery pathways

The Instagram navigation changes may also influence advertising placements and campaign structures, aligning more closely with video-driven engagement metrics.

The Road Ahead

If the Instagram Reels-first UI proves successful in India and South Korea, businesses across global markets should prepare for a broader transition toward video-centric engagement. For enterprises and professionals, the development highlights the growing importance of adaptable content strategies that prioritise discoverability in short-form formats.