When Instagram first launched in 2010, it was celebrated as a digital photo album—a place where friends shared snapshots, filters turned ordinary images into art, and visual storytelling was effortless. But in 2025, the app is no longer simply about pictures. Its latest experiment, tested in India and South Korea, signals a new reality: Instagram wants to put Reels, its short-form video feature, front and center.
The company is trialing a Reels-first interface, redesigning its user experience so that video isn’t just one of many options, but the default. For many, this marks a radical shift. For Instagram, it’s a survival play in the global short-form video race dominated by TikTok and YouTube Shorts.
Why launch such a high-stakes experiment in India and South Korea? The answer lies in their unique blend of market size, digital influence, and cultural clout.
Why India and South Korea?
India: A Video-First Juggernaut
India represents one of the largest online markets in the world, with over 800 million internet users, and Instagram alone counts more than 350 million active accounts in the country. Ever since TikTok was banned in 2020, India has been a testing ground for alternatives. Instagram Reels quickly stepped in to fill the void, capturing the imagination of a young, mobile-first generation.
Short-form video has become a cultural force here. From Bollywood dance trends to political satire, Indian creators have used Reels to shape conversations, build businesses, and connect across regions. According to Statista, 85% of Indian users under 25 say they prefer short-form video to static images. This explains why Instagram sees India as the ideal environment to push its Reels-first strategy—it’s a place where the appetite for video isn’t just growing; it’s insatiable.
South Korea: The Trendsetter Nation
South Korea might be smaller in population compared to India, but its global influence is immense. The country’s tech-savvy population, fast adoption of new digital habits, and export of pop culture through K-pop and K-dramasmake it a global trendsetter.
K-pop fandoms already use Instagram Reels to amplify idols and choreography, turning a single dance challenge into a worldwide sensation within days. South Korea also has one of the highest internet penetration rates in Asia, meaning Instagram can observe how a highly engaged, video-savvy population responds to a platform where Reels are unavoidable. If it works here, it could work anywhere.
Instagram’s Shift Toward Video
This experiment is not happening in isolation—it’s part of a global shift where platforms are reorienting themselves around video-first content. TikTok’s meteoric rise set the tone. In 2024, YouTube Shorts was reporting 70 billion daily views, proving that short-form video wasn’t just a Gen Z fad, but a dominant way of consuming media.
For advertisers, the pivot makes sense. Studies show that short-form video ads outperform static posts, with Meta reporting a 20% higher click-through rate for Reels ads compared to photo ads. Instagram’s decision to elevate Reels reflects both user demand and revenue logic. If Instagram wants to remain relevant in the next decade, it cannot afford to treat Reels as an optional feature—it must make it the centerpiece.
The Pros and Cons of a Reels-First Instagram
Shifting to a Reels-first interface comes with both opportunities and risks.
On the positive side, users may find the app more engaging. Data suggests people spend 50% more time watching Reels compared to browsing photos. Creators stand to benefit as well: more prominent placement of video means greater visibility for their work, leading to larger audiences and higher monetization potential. For advertisers, the new design aligns perfectly with where budgets are already moving—into video-first campaigns.
On the negative side, there’s the risk of alienating Instagram’s original user base. Many joined the app for its photo-first culture. For photographers, artists, and traditional lifestyle bloggers, a Reels-first approach could feel like Instagram abandoning its roots. There’s also the problem of content homogenization—when every platform prioritizes short video, they start to feel indistinguishable. If Instagram becomes “TikTok in disguise,” does it lose the very identity that made it iconic?
Finally, there’s the issue of algorithm fatigue. Users already scroll endlessly through algorithm-driven feeds on TikTok and Shorts. Instagram adding another layer of video-first design may contribute to user burnout rather than satisfaction.
Global Implications
What happens in India and South Korea won’t stay confined there. These markets serve as testbeds for global rollouts. If the Reels-first design proves successful, we can expect Instagram to expand it into the United States, Europe, and beyond.
That expansion could spark new debates. In the West, many users still see Instagram as a hybrid platform—part photo album, part video hub. A shift to video-only might trigger backlash, particularly among older demographics who don’t engage as deeply with Reels. Yet, from a business perspective, Meta will almost certainly prioritize engagement metrics over nostalgia.
This is where the stakes rise: Instagram isn’t just reshaping its own platform—it’s influencing how billions of people experience social media globally.
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The TikTok Ban in India (2020): Before its ban, TikTok had 200 million users in India. Its absence created an unprecedented vacuum that Instagram Reels exploited. The Reels-first test builds directly on this legacy.
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K-pop on Reels: South Korean fan communities have turned Reels into a viral marketing engine for K-pop. A 15-second dance challenge on Reels can reach audiences from Seoul to São Paulo in a matter of days.
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The Creator Economy: A 2024 report found that 70% of new influencers in Asia built their followings primarily through Reels or Shorts. The experiment in these markets is not just about user experience; it’s about shaping the next generation of creators.
FAQs
Q1: What exactly is Instagram testing?
Instagram is trialing a new interface where Reels take priority over photos and other formats, making video the default mode of engagement.
Q2: Why India and South Korea?
India offers scale and a TikTok-free market. South Korea provides cultural influence and high engagement. Together, they act as contrasting but complementary testbeds.
Q3: Will this come to the U.S. or Europe?
If the test succeeds, Meta will likely expand globally in 2025, though regional user preferences may shape the final rollout.
Q4: What does this mean for creators?
More video visibility, greater reach, and potential for monetization. But creators focused on static images may see declining engagement.
The Future of Instagram’s Identity
Instagram’s experiment in India and South Korea is more than a design tweak—it’s a declaration of intent. The platform that began as a photo-sharing app is now positioning itself as a video-first entertainment hub, placing itself firmly in competition with TikTok and YouTube.
For users, this change is both exciting and unsettling. It promises richer engagement for those who love video, but risks alienating those who came for photography. For creators, it’s a wake-up call: short-form video is no longer optional—it’s the currency of visibility.
The question is whether Instagram can strike a balance between its origins and its ambitions, or whether this pivot will transform it into something unrecognizable. What is certain, however, is that Asia’s markets are writing the first chapter of this new story—and the rest of the world will soon read the sequel.
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Note: All logos, trademarks, and brand names referenced herein remain the property of their respective owners. The content is provided for editorial and informational purposes only. Any AI-generated images are illustrative and do not represent official brand assets.
