Instagram Redesign: Reels & Shop Front and Center

Instagram is prominently featuring Reels, its short-form video offering, in a revamped app design by positioning it as the central element within the new navigation bar. This update, implemented today, also substitutes the Activity tab – previously indicated by a heart icon – with the Shop tab, following earlier testing of this alteration to the app’s home screen this past summer.

Within the redesigned application, both the button for creating new posts and the Activity tab have been moved to the top-right corner of the home screen, while the central button is now dedicated to Reels.

Previously, Reels videos were integrated with other photo and video content on the Instagram Explore page, although Instagram began experimenting with alternative layouts this autumn.

The company reports that this led to some initial user feedback indicating that Reels were more difficult to locate, prompting this redesign.

This redesign, which establishes Reels as the primary button within the app, represents a significant effort by Instagram to guide users toward its short-form video platform, which has received a relatively muted response from critics. Reviewers have noted that Reels lacks certain competitive features, adds to the overall size of the Instagram app, can feel uninspired, and often contains content duplicated from TikTok. Some have characterized it as a direct imitation.

Instagram, however, contends that its Reels feature is still in its early stages of development within the app. The change is also intended to encourage greater content creation and sharing among users, given the now-prominent placement of the product.

It is important to recognize the significance of relocating the Compose button within an application that relies heavily on user-generated content. Instagram’s decision to reduce the emphasis on this button underscores the importance of Reels to the company’s future success.

“Our goal with this update is to simplify the experience of using the expanding range of products now available on Instagram, while still maintaining ease of use,” explains Robby Stein, Instagram’s Director of Product Management.

Maintaining simplicity may prove challenging, considering the diverse array of features Instagram currently offers.

Selecting the relocated Compose button now directs users to a redesigned Camera interface. From here, users can choose to post photos or videos to their Feed, or navigate to post to their Story, Reels, or begin a Live broadcast. This doesn’t replace the swipe gesture for accessing the Camera, but it provides more equal prominence to each posting option.

Adjacent to the new Compose button is the relocated Activity button (the heart icon) and a redesigned messaging button that connects users to their Instagram Direct Messages – which are now integrated with the Facebook Messenger platform. The messaging button’s appearance has been updated to match the Facebook Messenger icon (for users who have opted into the new experience), replacing the previous paper airplane icon associated with the Instagram inbox.

A further key change involves giving the Instagram Shop a dedicated position on the home screen.

The company initiated testing of the Shop tab in place of the Activity tab in July, directing users to an updated version of the Instagram Shop. Within this updated Shop, users can filter products by brands they follow or by product category. In many instances, users can also complete purchases directly through Instagram’s Checkout feature, which includes a selling fee.

Instagram’s focus on transforming its app into a more comprehensive online shopping destination through these and other changes coincides with a critical period for the e-commerce sector. The coronavirus pandemic accelerated the growth of e-commerce by an estimated five years, according to some analysts. Consequently, Instagram’s plans to become a significant player in online commerce have been expedited.

Collectively, these changes demonstrate a company concerned about the potential impact of TikTok on its long-term business prospects.

The China-based rival video app has experienced rapid growth in popularity worldwide, particularly among the Gen Z demographic. Recent projections indicate that TikTok will exceed 1.2 billion monthly active users in 2021. However, the app’s future in the U.S. remains uncertain due to previous scrutiny from the Trump administration regarding a potential ban, and it is unclear how the incoming Biden administration will address the issue.

Currently, TikTok attracts users with its short-form videos, personalized “For You” feed, extensive music library, and various special effects.

Furthermore, the app has the potential to evolve beyond a purely entertainment platform, as evidenced by its recent collaboration with Shopify on social commerce. TikTok’s video format is well-suited for showcasing products, which is why Walmart expressed interest in acquiring TikTok’s U.S. operations during the period of the proposed ban.

If TikTok successfully expands its commerce capabilities in the U.S., it could capture market share from both Facebook and Instagram. Its appeal as an entertainment platform could also make it more challenging for Reels, or any competitor, to gain traction.

However, Instagram possesses a significant advantage in this competition: user data. This data can be used to refine the personalization algorithms for Reels based on user activity within the app, and even on Facebook if accounts are linked.

Stein clarifies that the primary data used by Reels’ personalization algorithms is based on engagement within Reels itself, such as video likes.

Although Instagram users may initially resist the button relocations, Stein states that testing has shown people adapt to the changes. Ultimately, he believes the adjustments were necessary.

“Our approach to this update is to ensure ease of use with the expanded suite of products now available on Instagram, while maintaining a simple experience,” says Stein. “Each tab now has a clear purpose, providing a dedicated space to watch videos and be entertained, a clear place to post, and a clear place to shop, which is a key priority for us.”

The changes will be rolled out to all regions where Reels and Shop are available, including the U.S., over the coming days.

Correction, 11/12/20 9:20 am et: We initially misspelled Robby Stein’s name. It’s spelled Robby Stein, not Robbie Stein. This has been corrected. Apologies for the error.