Instagram Reels Vs Static Posts

Meta’s Landing Page Experience Test

Meta’s currently testing it’s landing page experience. The test is live but only in India for now: when users open the app, instead of landing on their usual feed of photos and posts, they go straight into Reels. No scrolling past brunch shots, selfies or carousel posts, just video after video after video.

 

It’s only a test for now, and not happening in the UK (yet). But it’s worth paying attention to. Because the very fact that Meta’s testing this move, tells us one thing loud and clear: Instagram wants to be all about short-form video. (Hello Tik Tok. I digress).

What’s being tested?

• Users in the test open the app into a Reels scroll experience; static posts become secondary.
• The “Following” tab is subdivided (All / Friends / Latest) to let users toggle views.
• Static posts remain eligible, but with reduced prominence.
• Users can opt out of the test and return to the original layout

Why it matters

IF Reels becomes the default home experience, that means:

• Your audience might spend most of their time watching short videos, not browsing posts.
• Your static content could get seen less often.
• Discovery could become even more video-driven, meaning brands who aren’t creating Reels might struggle to stay visible.

And this is interesting because reels are a visibility tool. They help you to reach new audiences, gain more non-follower views, and as a consequence boost brand awareness. Yet with Instagram traditionally being an image first tool, many of it’s users and creators still rely heavily on image-first content.

How to prepare

Whilst we don’t know whether this is a change that will actually be rolled out, and whether it will actually impact us in the UK, we do know that Meta is sending strong signals that short-video content is important. So if you’re not already using short-form video, you need to get prepared. You don’t need a film crew or fancy gear. You just need to start. Here are a few easy ways to get ready:

 

• Train staff or volunteers. Build editing templates and train your staff or volunteers to shoot or ideate in short formats.
• Create one short video a week. Keep it simple — show a moment, tell a story, or answer a question.
• Hook viewers fast. Remember that the first few seconds of a reel matter the most.
• Reuse what you’ve got. Trim clips from talks, tours, or events into quick Reels.
• Add captions. Most people watch with sound off.
• Check your analytics. See what stories your followers stick with, and build from there. (Look at average watch time, replays, saves and shares).

Who’s doing it well?

• National Trust regularly use Reels to show behind-the-scenes restoration work and seasonal nature clips. Full disclosure: I’m ex NT so might be biased. But their reels are simple, calming, and very watchable.
• Dogs Trust mixes playful pet clips with quick rehoming stories, striking a great balance of heart and visibility.
• The British Museum has leaned into short, snappy videos about exhibits and artefacts. Some Reels now hit millions of views.

None of these are overproduced. They just feel real.

The takeaway

For now, continue to use reels and carousels together: reels to pull people in, carousels to engage and educate your audience.

 

 

If in time, Instagram leans more toward discovery over connection (as looks likely), I guess we need to consider which channels are going to fill that connection void. As a result, I think email will continue to grow in importance.

 

 

This test in India might stay a test. Or it might be the start of a bigger change. Either way, the message is clear: on Instagram, short-form video isn’t optional anymore. So start small, experiment often, and let your stories move. Literally.