Instagram has tested a new 9:16 format that displays images and videos in the Instagram feed full screen on smartphones. As Instagram CEO Adam Mosseri explained on Twitter, the test was an attempt to respond to changes in Instagram usage.
Some time ago, Instagram tried a smartphone-friendly image format that was available to some users during the test. The classic square picture format has disappeared and has been replaced by a portrait format. It is no coincidence that the tested full-screen feed is reminiscent of TikTok and Snapchat. With the test run, Instagram reacted to the changed habits of its users, who are increasingly watching and uploading videos.
Portrait Instagram feed in 9:16 format
Instagram wanted to use the test run to see how users react to the new format. The idea here: The new Instagram format should make it easier to scroll vertically through the feed and create a new user experience that is more fun. Due to the full-screen display of the photo and video contributions in 9:16 format, videos and photos usually no longer have a white border. Thus, video-savvy users should also be tied to Instagram for longer and spend more time on the platform. This development was foreseeable when you consider that the short video platform TikTok with 1000 million users worldwide enjoying increasing popularity.
Also read: Instagram should get a map function like Google Maps.
Strong criticism of the Instagram format
However, the company had to take harsh criticism for its test. Even big names like Kylie Jenner and Kim Kardashian criticized Instagram for the new format. Posts against the new format also went viral on Twitter. Therefore, the platform has decided to end the test and not implement the changes for the time being. Instagram would also like to better explain such format changes in the future in order to better prepare users for them. According to Adam Mosseri, some innovations such as suggestions from Instagram in the home feed are still coming. How do you like the idea of switching to a portrait format?
Increasing focus on videos
While the test was still running, Instagram CEO Adam Mosseri explained several planned changes in a Twitter video. The change in image format on Instagram should put more focus on videos, although the platform still supports photos. The Instagram CEO sees an increasing use of short videos, which will continue to increase in the future.
With the introduction of Reels 2020, for example, Instagram created an additional function for uploading short videos. Unlike the often spontaneous Instagram stories, the reels offer more options for effects and editing. Similar to TikTok, there is a way to provide edited or choreographed content. While Instagram’s reels are also controversial among users, according to Meta CEO Mark Zuckerberg, reels now account for 20 percent of user time on Instagram. The adaptation of the image formats will therefore remain a problem in the future.