CEO Adam Mosseri frames the new TV app not as a content strategy shift, but a necessary expansion to capture audience attention on a medium where competitors like YouTube are dominant. He admits Instagram is "late to the game" and must catch up.
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The new native iPad app, which opens directly into Reels, is designed for a "lean back entertainment experience." This positions Instagram to compete more directly with YouTube for at-home, passive viewing time, moving beyond its mobile-first, active-scrolling origins.
Instagram is testing a default home feed composed entirely of Reels, reflecting that video now drives over 50% of time spent on the platform. This move solidifies its shift to a short-form video app, forcing brands still focused on static images to adapt or lose significant organic reach.
Despite mobile's dominance, platforms like YouTube and Instagram are focusing on TV apps. The larger screen commands higher-value "prestige" advertising, making the living room the most valuable real estate in media, even for podcasts, because that's where the most lucrative ad dollars are spent.
Adam Mosseri theorizes that while short-form video and messaging are symbiotic (sharing Reels), long-form video is "too far apart." Time spent on long videos cannibalizes the friend-to-friend sharing that forms Instagram's defensive moat against competitors like TikTok.
Instagram's algorithm is expected to evolve, placing more weight on watch time over simple interactions. This change will favor the rise of longer, unscripted, "FaceTime-style" storytelling content that has proven successful on TikTok, signaling a move away from short, highly-edited Reels.
The new app layout moves the Reels and Direct Messages tabs to more central positions on the bottom navigation bar. This redesign isn't just cosmetic; it clearly indicates Instagram's strategic priorities are short-form video for discovery and private messaging for community engagement.
Data reveals Instagram Reels now achieve double the reach (30%) and engagement of traditional photo or carousel posts (13-14%). With Instagram's head confirming the app is being redesigned around Reels and DMs, marketers should shift all focus to video and deprioritize static image content.
Adam Mosseri's 5-year vision for Instagram is not just better recommendations, but giving users direct, 'hands-on' control to shape their own algorithms. This moves beyond passive consumption to active curation, allowing users to 'touch metal' and build their own feeds.
Adam Mosseri suggests TikTok's biggest strategic risk is its attempt to replicate the Chinese 'super app' model. While this provides a proven playbook, it may fail in Western markets that prefer focused apps, potentially making TikTok too complex and bloated for users.
The algorithmic shift on platforms like Instagram, YouTube, and Facebook towards short-form video has leveled the playing field. New creators can gain massive reach with a single viral video, an opportunity not seen in over a decade, akin to the early days of Facebook.
