Instagram is once again testing the waters with a bold UI shift — the Full-Screen Home Feed. As visual content dominates social media, this new format aims to create a more immersive experience, similar to the viral engagement levels seen on TikTok. With this update, Instagram seems to be leaning hard into video-first design while adapting to evolving user preferences. Here’s what you need to know about this test, how it may impact brands and creators, and what the future holds.
A Bold New Immersive Experience
Instagram’s Full-Screen Home Feed merges traditional posts, Stories, and Reels into one continuous vertical scroll experience. This layout offers users a seamless view where video content plays a dominant role — effectively blending photo and video into a TikTok-style visual feed. The goal? To keep users engaged longer and simplify how they interact with all content types.
With full-screen content covering the display from edge to edge, distractions are minimized. This not only enhances the user experience but also increases visibility for content creators and brands striving to capture attention in milliseconds. The immersive experience is designed to reduce swipe fatigue and elevate content discovery.
Mixed Feedback and User Control
The new Full-Screen Home Feed has sparked both curiosity and concern. While some users have welcomed the immersive format, others miss the traditional scrolling layout they’ve grown comfortable with. In response, Instagram is reportedly exploring an optional toggle, allowing users to switch between the classic and full-screen feeds.
This flexibility could become a strategic advantage, catering to both video-savvy audiences and photo-first users. It also reflects Instagram’s ongoing efforts to personalize the Instagram UI changes for diverse user preferences. Whether this dual-mode approach becomes standard remains to be seen, but it shows Instagram’s commitment to feedback-driven evolution.
Video Content Takes Center Stage
For businesses and influencers, the shift underscores an urgent need to rethink their video content strategy. The full-screen format heavily favors vertical videos in the 9:16 aspect ratio — meaning landscape content or static images may see reduced engagement if not optimized correctly.
As the algorithm evolves alongside the design, brands must invest in creating engaging Reels, behind-the-scenes clips, product showcases, and storytelling content tailored for vertical consumption. This move encourages users to focus more on native content rather than reposted media from other platforms.
Strategic Implications for Brands and Creators
The potential rollout of the Full-Screen Home Feed offers fresh opportunities but comes with new challenges. Content that’s not visually appealing or quickly engaging may get lost in the scroll. This means brands should:
- Adapt their creative strategies to prioritize mobile-first video content.
- Use dynamic storytelling within the first few seconds to grab attention.
- Ensure visual branding is strong even without sound.
- Experiment with short-form tutorials, testimonials, or trend-based content.
For marketers, this change also aligns with broader social media feed design trends that prioritize video dominance, full-screen interaction, and AI-driven personalization.
The Current Status and What’s Next
At present, Instagram is still in the testing phase of the Full-Screen Home Feed rollout. While the company hasn’t confirmed a global release date, continued user testing and feedback analysis will likely influence the final implementation.
Instagram is also considering user customization features, allowing individuals to decide how they view their feed — whether in traditional or immersive mode. This signals a growing trend of personalized UI experiences, balancing innovation with user comfort.
Final Thoughts on Instagram’s Bold Move
As Instagram experiments with its next big evolution, staying ahead of the curve is crucial. From optimizing for new feed formats to adjusting your content based on algorithmic signals, digital strategies must remain agile and responsive.
Digilogy, a forward-thinking digital marketing service provider, helps businesses adapt to these rapid platform shifts. With expertise in content strategy, creative direction, and video-first campaign execution, We empower your brand to thrive in this new visual era. Partner with Digilogy and turn scrolls into conversions.
