Instagram’s efforts to compete with TikTok are growing with the blogging platform’s latest move. As per a screenshot posted to Twitter by Matt Navarra, Instagram has begun testing making every video posted to Instagram a Reel so it may reach a larger audience across Instagram and Facebook. In an email to TechCrunch, a Meta spokesperson writes: “We’re testing this feature as part of our efforts to simplify and improve the video experience on Instagram.” Instagram Reels first launched in the US in August 2020 and sees immense engagement with the Reels’ short video format. The screenshot shows that “Video posts are now shared as reels.” Instagram hopes that by nudging all video towards Reels, videos should see more engagement, video effects are available, music can be added, and videos can be remixed into new Reels. The change is being tested and its permanence is not clear. It is also not clear what will happen to existing videos published to Instagram, and whether you’ll still be allowed to publish videos up to 10 minutes (or up to 60 minutes on verified accounts).

Nearly a year ago, head of Instagram Adam Mosseri said that Instagram was “no longer a photo-sharing app” as the company has shifted its focus towards “creators, video, shopping, and messaging”.