Facebook’s Instagram app is taking another step to increase competition from TikTok and YouTube by starting full-screen video feed testing. Last year, Instagram introduced the Reels short video feature, which is very similar to the TikTok format.
Facebook’s (FB) Instagram app is about to change, Instagram CEO Adam Mosseri announced on Wednesday, announcing that featured videos will be tested in full-screen mode in the app’s feed in the coming months.
In a video posted, Mosseri said that Instagram is no longer just a photo-sharing app and today users are opening it to find entertainment.
Today, Instagram’s leadership is focused on developing four key areas of the app’s experience: contributors, videos, online shopping, and messaging.
“On Instagram, we are always trying to create new features that will help you get the most out of them,” Mosseri said.
Users will see full-screen videos in the Instagram feed, both from their subscriptions and from accounts to which they have not yet subscribed.
These changes are aimed at encouraging Instagram users to spend more time on the platform, preferring to get more entertainment and content in a single app.
“Let’s be honest, there is really tough competition right now,” Mosseri said. “TikTok is huge, YouTube is even bigger, and there are many other contributors.”
Last year, amid a temporary ban on TikTok in the US, Instagram announced the global launch of Reels, a feature for creating short videos with overlay audio and augmented reality effects like TikTok.
As for YouTube from Google Alphabet (GOOGL, GOOG), the giant video platform surpassed Facebook and Instagram in popularity, ranking # 1 and the most popular social media platform in the US in 2021, according to a Pew Research Center poll.
Also read “Facebook is rolling out new AI and AR features to turn its apps into shopping centers.”
Facebook shares are up over 53% in the past 12 months and 27.3% since early 2021.
Facebook’s market capitalization reached $ 1 trillion on Monday, but the past two trading days have lowered that estimate as the stock fell 2.2%.