Instagram tests displaying full Reels on Stories to increase engagement

Instagram is conducting tests with some users to further integrate Reels and Stories functionality.

Instagram is testing a new way to integrate the features of Stories and Reels.

Recently, it was announced that the platform is conducting a new experiment that allows some Reels to be played for the full duration within the Stories flow.

This deeper integration can offer users a more seamless and interactive experience with short videos.

The new feature
As can be seen in the example below, shared by Hammod Oh, some users are able to see more than 15 seconds of Reels within Stories, without having to tap to view the complete video.

This seems to be another way to take advantage of the popularity of Reels, since, according to Adam Mosseri, head of Instagram, people are sharing more content on stories and DMs, instead of posting it on the main feed.

In this way, the update is a way to encourage this evolving usage behavior and keep users engaged for longer.

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