Instagram Rolls Out New Navigation UI With Reels Front and Center

Instagram is giving users a new interface that reorganizes the app’s most-used features. The updated UI moves Reels and direct messages into the second and third tab positions at the bottom navigation, with the ability to swipe between them. Instagram chief Adam Mosseri confirmed the rollout, noting that the change aims to simplify access to the platform’s most frequently used elements.

Organizing Around User Behavior

The redesign reflects how people actually use Instagram today. With overall video watch time up 20% year-over-year and Reels now accounting for 50% of all time spent on the app, the navigation shift makes strategic sense. Instagram is already testing an even more aggressive approach in India and on iPad, opening directly to the Reels feed as the primary interface. This progression suggests the platform is transforming into a video-first experience similar to TikTok.

What This Means for Social Marketers

Marketers should recognize this as a significant usage pattern indicator, though the practical impact may be limited. If your strategy already prioritizes Reels and Stories over the traditional feed, you’re ahead of the curve. However, don’t abandon feed posts entirely—they still serve value as secondary discovery touchpoints when users visit your profile.

The key takeaway: monitor your analytics after the full rollout to understand how the UI change affects your engagement metrics. While the shift doesn’t require immediate strategy overhauls, staying aware of platform changes ensures your content remains optimized for how users actually navigate Instagram today.