Instagram is testing a Reels-first Home tab in India on an opt-in basis. Stories stay up top. Reels and DMs move to the front of navigation. Photo posts still appear, but the primary scroll becomes full-screen video.
Instagram is running a limited test in India that makes Reels, not the traditional photo feed, the first thing you see when you open the app. It keeps the familiar Stories bar across the top, then shifts into a full-screen Reels experience as you scroll. Reels and direct messages also take the first two spots on the bottom navigation, which tells you exactly what Instagram wants you to do: watch short video and chat.
Why now? Because Reels is doing the heavy lifting on growth and time spent. Instagram’s iPad app, launched recently, already opens straight to Reels. That was pitched as “lean-back entertainment” for bigger screens, but bringing the same philosophy to phones shows this is more than a tablet tweak. It’s a platform direction.
India is a smart test bed. It’s one of Instagram’s biggest markets by user count and video consumption. Indian audiences are quick to try new features, and the absence of TikTok gives Meta room to push short-form video harder without as much head-to-head friction.
What changes for everyday users? If you open Instagram to “see what friends posted,” you may feel nudged toward a TikTok like flow. Photos and carousels from accounts you follow still exist and will appear, but they’ll live inside a video-first scroll. If you’re a casual scroller, this is simple: tap, watch, swipe. If you curate a quiet, photo-heavy feed, the experience may feel noisier.
What changes for creators and brands?
Expect a shift in reach dynamics. Today, many creators mix feed posts, Stories, and Reels to cover their bases. A Reels-first Home likely pushes more distribution to short-form video. If video is already your backbone, this is tailwind. If you rely on stills food photography, product grids, illustration consider lightweight motion: 5–10 second loops, before/after pans, animated captions, or “carousel to Reel” remixes. For brands, repurpose high-intent assets (UGC clips, how-to steps, quick FAQs) into short vertical cuts and test 3–30 second formats.
What we don’t know yet:
Instagram hasn’t detailed exactly how photos will be ranked inside the new flow, whether there will be controls to toggle back to a photo-first view, or how soon a wider rollout might happen. Tests change. UI labels move. The direction, though, is clear: a video-centric Instagram that looks and feels closer to short-form entertainment.
Comparison Snapshot
| Experience | Photo-first Home | Reels-first Home (test) |
|---|---|---|
| Default open | Mixed feed | Full-screen Reels |
| Top row | Stories | Stories |
| Nav emphasis | Home, Search | Reels, DMs |
| Best format | Stills + carousels | Short vertical video |
| Creator shift | Photos anchor | Video anchor |
The Bottom Line
Instagram is trialing a Reels-first Home tab in India. It keeps Stories, pushes Reels and DMs to prime positions, and leans into vertical video as the default experience. Creators should prepare flexible, fast video formats while keeping brand visuals intact.
Frequently Asked Questions (FAQs)
How do I know if I’m in the test?
Look for Reels as the first tab when opening the app and Reels/DMs leading the bottom nav.
Can I switch back to the old Home screen?
Instagram hasn’t announced a permanent toggle. Test builds may include opt-in/opt-out prompts.
What about the Following or Latest feeds?
Instagram has experimented with alternate feeds. Availability can vary during tests.
Does this change Story reach?
Stories still sit at the top, so placement is intact. Relative reach depends on user behavior in the new flow.
Will longer Reels get more distribution?
Format performance varies by audience. Test 3–10s hooks, 15–30s explainers, and occasional 60–90s depth.
How should brands adapt their grid?
Keep brand visuals, but convert key carousels into quick Reels and add motion to high-performing stills.
Featured Answer Boxes
What is Instagram testing in India?
Instagram is testing a Reels-first Home tab that opens to full-screen video, with Stories on top and Reels/DMs in front-row navigation.
Will photo posts disappear?
No. Photo posts remain in the app and can still appear in the Home experience, but the primary feed flow becomes video-first.
Is the test opt-in?
Yes. It’s rolling out to select users in India on an opt-in basis during the test period.
Why did Instagram pick India?
India is one of Instagram’s largest and most video-heavy markets, which makes it ideal for testing a Reels-centric Home experience.
What should creators do now?
Add short video variants to your photo content, test 3–30 second cuts, and use captions and hooks in the first 2 seconds.
Source: Instagram Blog
