Is Instagram About to Change How We Use the App?

Key takeaways at a glance: 

• Instagram is testing a new layout that puts Reels and DMs front and centre, signalling a shift toward short-form video and private interaction. 

• Feed and grid content may see reduced visibility, as users spend more time watching and messaging rather than scrolling. 

• This update reflects a wider industry move from public broadcast to private exchange, where connection and conversation drive engagement. 

• For brands, success will depend on creating Reels that capture attention quickly and using DMs to build deeper, more personal relationships. 

• The rollout is still in testing, so these are informed predictions; but adapting early could give brands a valuable head start. 

Instagram is quietly testing a new interface that could change the way people move through the platform and how brands need to show up. 

The update being rolled out to selected users rearranges the navigation bar. Reels now sit in the second spot, DMs in the third, and users can swipe between them. Stories and Feed remain first, but the shift in order says a lot about where Instagram is placing its bets. 

As Adam Mosseri explained, the change reflects “what people use it for most, which has increasingly been Reels and DMs.” It’s another sign that Instagram is becoming less about the grid and more about movement, interaction and connection. 

To help navigate this shift, we sat down with BEING.’s Social Media and Content Director, Megan McAulay, to unpack what this change could mean and how brands can prepare. 

Why is Instagram Prioritising Reels and DMs? 

This isn’t just a design refresh, it’s a signal. Reels and DMs are now Instagram’s core engagement engines. 

The data backs it up. Video watch time is up 20% year-on-year, and Reels now account for roughly half of all time spent in the app. By giving these tabs prime placement, Instagram is acknowledging what people are actually doing: watching short-form video and chatting in private. 

For brands, this is a cue to rethink how audiences discover, consume and engage with their content. The traditional feed is becoming less central, while the moments that drive emotion, action and shareability are happening in Reels and conversations. 

How Could This Change User Behaviour? 

If Reels and DMs become the first touchpoints, people will spend less time browsing the feed and more time in immersive loops of content and chat. That could shift brand visibility, making it harder for static posts to cut through. 

For users, it could mean a more intuitive experience. For brands, it means attention will be won in seconds, and relationships will be built one message at a time. 

What Should Brands Be Doing Right Now? 

While this test is still rolling out, it’s a good time to take stock. 

• Start by reviewing your content mix. If Reels aren’t already a regular part of your strategy, they need to be. Prioritise short-form video that holds attention, expresses your brand personality, and inspires sharing. 

• Next, look at your DMs. With messages now sitting front and centre, brands should treat them as more than a helpdesk. Use them to build community, nurture loyalty and deliver personalised experiences. That could mean early access to product drops, exclusive event invites or direct conversations with your brand team. 

• Finally, rethink your profile. With more users discovering brands through Reels, your bio, highlights and pinned posts need to tell your story quickly and clearly. Make sure anyone who lands there understands who you are and what you stand for within seconds. 

What Happens Next? 

For now, we can only speculate. We don’t yet know how the final rollout will look, how quickly it will happen, or how much the algorithm will adjust in response. But if history tells us anything, this won’t be a small change. 

Instagram’s evolution mirrors a wider shift across social media: from public broadcast to private exchange, from static posts to short-form storytelling, from curation to connection. 

If Reels are the new reach and DMs are the new loyalty, then the grid is starting to play a supporting role. We’ll be watching closely to see how this unfolds. But one thing is certain: the brands that evolve with it will have the advantage. 

If you’re looking to get ahead, speak to our sister agency BEING. to translate platform changes into strategies that drive lasting impact: hello@thisisbeing.co