Instagram is testing a “Reels-first” interface. Here’s how radio & podcast brands should adapt.
In September 2025, Instagram started testing a new interface in India where the app opens directly on the Reels tab — with Stories still at the top, and DMs moved to the centre of the navigation bar.
For radio, TV and podcast publishers, this is more than a UI refresh — it’s a strategic shift that forces an immediate prioritisation of short-form video and a rethink of production workflows.
1. What is the “Reels-first” interface?
The app opens straight onto Reels.
Stories remain visible in a horizontal ribbon at the top.
A new navigation splits into:
Discover the most viewed videos of the week from 32 European radio stations
- Reels
- Following (with All / Friends / Latest)
- DM in the centre
Meta’s goal is clear: amplify short-form. They already count 4.5 billion Reels shared every day.
→ Implication: your first impression on Instagram will increasingly be a Reel — not a photo. Your strongest content needs to exist natively as short video.
2. Why this changes everything for media brands
- Short-form video will take the place of static posts in the main feed.
- The algorithm will reward videos with strong completion + share rates: pace, emotion, instant clarity.
- Editorial, social and video can no longer be three different planets. From now on, one reflex: “does this moment make a good Reel?”
- And this isn’t an isolated test. Meta already made Reels >50% of time spent on the Facebook feed.
3. Turning your content into native Reels
- Morning shows / talk radio: cut 30–45s antenna clips with a punchy opening line or sound gimmick — grab attention immediately.
- Behind the scenes: show presenters, producers, set-up — humanise the brand.
- Titles: short, clear, and directly about the point (“His worst ever live break”, “This track is blowing up on TikTok”).
- Video podcasts: extract the line that people will want to repeat, remix or send in DM.
- During the first phase: focus your energy on Reels — even if it means deprioritising Stories temporarily.
- Audio-only? We’ve already listed 7 ways to turn pure audio into video.
- Teasing? We’ve already laid out the rules for a perfect tease.
4. What next?
If this test performs, it’s highly likely Instagram will roll this out across Europe in 2026.
French media therefore have a small window to shift from story-first to Reels-centric.
The right move now? Build (or formalise) a social video cell — fast, agile, and able to turn raw moments into short-form video every single day.
