Instagram now tests an option that lets users open the app directly to their Reels feed. App researcher Radu Oncescu first spotted the feature and shared screenshots on Threads.
The test keeps Stories at the top of the home screen as usual. However, the main content below shifts to a full-screen Reels experience. Users can swipe across to reach the traditional posts feed at any time. As a result, the feature works as an optional switch rather than a forced change.
Moreover, this test builds on an earlier experiment from 2025. Instagram previously tested the same Reels-first format with a small group of users in India. Instagram head Adam Mosseri acknowledged the risk at the time. “Redesigning an app used by billions is a great way to get a lot of heat,” Mosseri said on Threads.
Furthermore, Mosseri explained that Reels and DMs have driven most of Instagram’s growth in recent years. Therefore, the company now explores making them the first two tabs users see. He also stressed that the change remains “just an option” and that users can opt out at any time. Photos from accounts users follow will still appear in the traditional home tab.
The engagement numbers support this strategic shift. Over 50% of user time on Instagram now goes to Reels. In addition, all of the platform’s recent engagement gains have come specifically from Reels content. Consequently, opening the app to Reels could further boost those metrics for advertisers and creators alike.
Meanwhile, Meta tests Reels-first openings on Facebook too. Some users in India and Indonesia now land directly in a full-screen video feed when they open the Facebook app. Consequently, Meta could expand the test to the U.S. as early as 2027.
Additionally, the ad revenue picture supports the pivot. Over 50% of Instagram ads ran on Reels in 2025, up from 35% in 2024. Notably, Mark Zuckerberg said in October 2025 that Reels across both platforms surpassed a $50 billion annual run rate.