Instagram shifts focus to video

Instagram, a service owned by Meta, is placing more emphasis on short-form videos through its Reels feature, a change that has drawn complaints from users and attention from regulators.

Past attempt to restore photo focus

In July 2022, Adam Mosseri, who was then leading Instagram, admitted that a failed test had aimed to bring users directly to full-screen photos and videos, but had instead reduced the content shown until the algorithm was improved. This effort was part of a campaign called "Make Instagram Instagram again," supported by a petition with over 200,000 signatures, including from celebrities like Kylie Jenner and Kim Kardashian.

Continued push for Reels integration

Despite user complaints, Meta has continued to integrate Reels into its platforms, including Instagram and Facebook. In early October 2025, app researcher Radu Oncescu reported that Instagram was testing an interface that lets users choose to open the app on the Reels feed instead of the news feed. This feature, already tested in India, allows access to Stories at the top of the screen and a return to the classic feed with a lateral swipe.

Reels as a major revenue source

Economically, Reels have become a significant revenue driver for Meta. In October 2025, Mark Zuckerberg stated that Reels' annualized revenue had surpassed $50 billion, compared to $1 billion in 2022. More than half of Instagram's advertisements in 2025 were in the Reels format, up from 35% the previous year.

Enhancing the Reels experience

Instagram has introduced several features to improve the Reels experience, including viewing history, trending music identification, and a Test mode allowing users to test content with non-followers. In April 2025, the app launched Edits, a video editing tool, following the temporary removal of CapCut from app stores. Additionally, Instagram considered launching a standalone Reels app in February 2025 and introduced an iPad version in September, designed to highlight Reels upon opening.

Regulatory concerns over addictive design

Concerns have been raised about Instagram's addictive design. In July 2026, the European Commission published preliminary findings against Instagram and Facebook, citing violations of the Digital Services Act (DSA) due to features like infinite scrolling, autoplay, and personalized recommendations. These features were deemed to contribute to unhealthy habits and compulsive use.

Legal liability in the US

In the United States, a civil jury in Los Angeles found Meta liable for the depression of a teenager, linking the addictive design of Instagram to the condition. Mosseri acknowledged that the app's design influences user behavior but emphasized that users have the choice of how to engage with the platform. He noted that Instagram's evolution reflects broader industry trends, emphasizing the transition to video as significant as the shift to mobile and messaging.

Diminished role of friend content

However, the transformation has led to a dilution of the original simplicity that made Instagram popular, with content from friends representing only 7% of user time in 2025, down from 11% two years earlier.