Instagram is once again experimenting with a redesign that puts video at the centre of the platform.

The latest test opens the app directly into the Reels feed and introduces new feed controls that allow users to customise how they browse content.

For marketers and brands, this update offers another clear signal about where Instagram is heading.

In this article, we look at how the new design works and what it could mean for your social media strategy in 2026.

Instagram Is Testing a Reels-First Experience

The most noticeable change in the new design is that Instagram may open directly into the Reels feed.

This means short-form video becomes the first thing users see when they launch the app.

Interestingly, this is not the first time Instagram has tested a change like this.

Back in 2022, the platform experimented with a similar layout that prioritised video. At the time, the reaction was overwhelmingly negative. Some high-profile creators criticised the change, including Kylie Jenner, and Instagram quickly reversed the update.

However, the social media landscape has changed significantly since then.

Today, users are far more comfortable with video-first platforms thanks to the continued rise of TikTok and the widespread adoption of short-form video content.

Why Instagram Is Prioritising Video

Reels have become one of the most important formats for content discovery on Instagram.

Unlike traditional feed posts, Reels are designed to reach users who do not already follow your account.

For brands and creators, this makes Reels one of the strongest tools for audience growth.

If Instagram launches an interface that opens directly into the Reels feed, it could help more videos reach new viewers more quickly.

For marketers who are already investing in Reels, this change could potentially boost both reach and engagement.

Photos Are Not Disappearing

Despite the focus on video, Instagram has reassured users that photos are still an important part of the platform.

Adam Mosseri, the Head of Instagram, has confirmed that the traditional feed for photo posts will remain.

Instead of replacing the current experience entirely, Instagram appears to be experimenting with giving users different ways to access content.

This allows the platform to prioritise video discovery while still supporting the formats users already enjoy.

Instagram Is Introducing Custom Feed Controls

Alongside the redesign, Instagram is also testing a new control centre for feeds.

This feature allows users to switch between different content streams, giving them more control over how they browse the platform.

The options currently being tested include:

Reels from people you follow
Content from friends
The latest Reels
Saved Reels
Suggested videos based on your activity

This means users can choose whether they want to prioritise familiar creators, trending content or personalised recommendations.

For marketers, it reinforces the importance of producing content that people actively choose to follow or save.

More Choice for Instagram Users

One theme we are seeing across Instagram’s recent updates is increased user control.

The platform has been introducing more ways for users to customise their experience, from feed sorting options to new content recommendations.

This approach is similar to developments on Threads, where users can also choose how they organise their feeds.

It suggests that Meta is exploring ways to give audiences greater flexibility in how they use its platforms.

What This Means for Your Instagram Strategy

If this redesign becomes permanent, there are several implications for marketers.

First, video content will become even more central to the Instagram experience.

Second, Reels will likely remain one of the most effective formats for reaching new audiences.

Third, brands may need to think more carefully about how their content appears across multiple feed types.

While the update is still being tested, it reflects a broader shift towards video discovery and personalised feeds.

Final Thoughts

Instagram’s latest redesign experiment shows the platform continuing to evolve around video and user choice.

Opening the app directly into the Reels feed would be a major step towards a more video-first experience, bringing Instagram even closer to the discovery model that has made TikTok so successful.

For brands and creators already investing in Reels, this change could create new opportunities for growth.

As always with Instagram tests, we will need to wait and see whether the feature becomes permanent. But it is certainly one to keep an eye on.