Oh wow what a surprise.

As reported by TechCrunchInstagram has launched an initial test of a new full-screen variant of its main feed ad that makes IG content look a lot more like TikTok and aligns with the latest usage trends.

Which isn’t much of a surprise as the updated UI was spotted during testing back in Marchwith reverse engineer Alessandro Paluzzi post this example.

Which makes sense — Instagram has already said it’s working on it Align his content feed to Reelsgiven the format’s popularity, while Meta only noticed this last week roll already accounts for more than 20% of the time people spend on Instagram.

As such, it seems like a no-brainer for Instagram to continue moving in that direction — though TechCrunch notes that in this new layout, Stories would remain at the top of the screen, with the Stories bar still positioned at the top of the app (it’s just not visible in the example above).

But at some point that too will change.

As you can see in the video sample above, this full screen display format actually has Stories built in, with a frame ad at the bottom of Stories posts prompting the user to swipe left to see the rest of the content.

I would guess this is the ultimate end game for this new layout which would bring all Instagram content into this updated display layout and make it easier to catch up on all IG content in a single stream.

The only real complication is that Instagram monetizes Stories ads and displays full-screen promotions between Stories.

That’s probably why Instagram isn’t trying to pull it all together just yet – but as it continues to develop its monetization tools, you can bet this is the way all Instagram content is fed through a scrollable, full-screen feed of static posts, reels, flow and stories, all rolled into one.

It’s not here yet, but it’s coming, and this new experiment is the first step towards the next iteration of the ‘Gram.

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