Instagram being run by Facebook (Meta) is known for grids and photo diaries. It is shifting to short-video and first entertainment platform. Its default behaviors changes. The DM button now sits in the middle of navigation bar, and Reels have been promoted to second tab. Instagram wants to focus on attention and watch time.
Indian brands have taken to Reels which are hyperlocalised. The campaigns are stared since they resonate. The examples are Zomato and Myntra. They craft stories that lead themselves to the platform. Personal photo sharing on Instagram is already on the decline. However, the one-to-one and one-to-many personal signaling is still strong.
India is the largest market for short-term video. Instagram knows this. Both globally and in India, people share personal things into closed spaces such as WhatsApp or Private groups. Instagram is more a broadcast and entertainment hub. It is not a personal diary.
Indian market is still under-monetised. Facebook wants to test how a billion-plus market responds to a Reel-plus identity. Instagram should become an entertainment-first platform. It should lean into snackable video as the default mode of engagement.
Instagram knows that short-video works. It does not want to neglect that attention. It is mimicking TikTok. Platforms tend to evolve where the attention is.
There is both opportunity and risk here. There should be a balanced approach. There is a risk of losing the intimate personal connection.
Reels have a higher virality. It creates more monetisation. It is good for the creators. Advertisers have access to a richer visual medium.
Instagram has a curated identity. There is stringent verification process. Evolving algorithms help curate a community of creators and brand collaborators. Instagram is distinguished by authenticity (whereas TikTok was not). Insta has adopted smart evolution.
The risk is that if the shift happens too fast, legacy users may disengage.
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