Instagram’s decision to test feeds centered on immersive video comes as no surprise. The firm has extensively promoted short-form videos to makers and consumers, providing monetary bonuses to top Reels artists. And I would appreciate it if you stopped reposting TikTok videos to the platform. Mosseri announced in late April that the platform’s ranking algorithm would be changed to favor “original” material over reposted content. In addition, the platform has been investing in creative tools in order to steal original content from its competitors: In late April, Instagram began testing Templates, which allowed creators to use common Reels formats on their own videos.
