The new (and improved?) Instagram layout
After another Instagram update, I reached out to social media manager Sam Williams to hear his thoughts on how it will affect the platform and its users
Since late 2020, Instagram has been testing various new home screen layouts. Pushing the Activity and Explore sections to the top and replacing them with Reels and Shop buttons, the platform is seemingly prioritising the 2 new features. I’ve had the update for a few months now — as a creature of habit I can safely say I end up on the Shop section at least once a day when looking for my notifications. Many other users have criticised the update’s shift in focus. So where is Instagram going with this update, and what does it mean for creators?
Functionality
Personally, this is my main issue with the update. When it comes to social apps, a lot of us scroll and post on autopilot — we know where everything is so we tend to do it without thinking. Unsurprisingly, we now feel thrown off when 2 of the main functions of Instagram have been pushed somewhat aside.
Social media expert Sam Williams’s initial impression was similarly one of frustration. “From a navigation and personal personal perspective, I’d become accustomed on how to use the app”, he says, “the update, in my opinion, showed a blatant example of how Instagram was looking to focus on prioritising features for profit above and beyond usability”. This feeling was echoed by creators across the platform (see: James Charles’ rant about the update). On a personal level, the update isn’t ideal. But what does it mean for businesses?
Upon further reflection, Sam said that “as a marketer, the update has helped shape and hint where we should focus our efforts. Having Reels and Shopping at the forefront demonstrates where the platform is looking to stamp its authority”. It looks like Shopping and Reels functions are here to stay, and Instagram is practically begging us to use them.
Usage of the platform
The social giant says that their focus has always been on young people and creators, because they are the trend setters. According to them, the updated home screen comes after the pandemic saw an ‘explosion’ in short, entertaining videos on Instagram. Nothing to do with quickly-growing rival TikTok, I’m sure! By its very nature, the update will undoubtedly have an effect on how content creators use Instagram.
“Ultimately, content creators will review their distribution efforts based on where they will benefit” — Sam Williams, social media manager
The prioritisation of video content comes as no surprise, however. “Instagram have placed a huge emphasis on video over the past few years”, says Sam, “from ephemeral content like Stories, to longer form content on IGTV, and the new home for TikTok-style videos, Reels. It was already well-known that sharing IGVT and/or Reels helped with content reach or discoverability”. Indeed, a study conducted by HubSpot and Mention in 2019 found that video content received 2x more engagement than other forms of content. In line with this, Sam expects that existing creators with proficient audiences on Instagram will double down on video curation for the foreseeable.
Consumption of content
The updated layout makes clear the type of content that Instagram is pushing us to consume. Once known for its aspirational and carefully curated content, Instagram is evolving to focus more on e-commerce and Sam thinks this is apparent in the update.
There have been many trends in what we like to see on Instagram over the years: from the sketch-like filters, to thick white borders, pale filters, or grainy shots, we’ve almost seen it all at this point. The next stage of evolution for Instagram seems to be short-form videos. Sam highlights how “the ‘perfect Instagram aesthetic’ is slowly dying, and if the space doesn’t marry user expectations, we could see a shift in how and why users navigate Instagram in the near future”.
What’s next for Instagram?
Judging by their consistent updates to the platform this layout still has the potential to evolve further, especially considering that it’s still in trial stages. This begs the question — what is coming next?
“How people create and enjoy culture has changed, and the biggest risk to Instagram is not that we change too fast, but that we don’t change and become irrelevant.” — Instagram blog post
As Sam mentions, “Instagram is aggressively looking to utilise every opportunity to generate ad revenue”. Intrinsically, the Facebook-owned platform’s new focus places emphasis on profit. Based on recent updates and his knowledge of the platform, Sam expects that Instagram will look to use Reels as a new advertising space with updated shopping functionality for creators and brands, adding that he would like to see “a further introduction and uptake of AR/AI within the platform”. He says this is because “the ability to maximise shopping functionality with this will ease product discoverability and dwell time within the platform, and would provide great leverage for brands as part of the customer shopping journey”.
As a platform, Instagram clearly champion change and continue to do so while carefully scoping out competitor activity. By very nature, Instagram is set to evolve with changing social trends. If like me, you can’t quite get used to it don’t worry — we’ll have new changes that need adjusting to before you know it!
