Instagram tries to go full-screen home feed

Instagram goes head to head with its rival TikTok by experimenting now with a full-screen home feed.

TikTok is known having a full-screen, vertical video format as its signature look. Compared to Instagram, where stories are located on top of the screen, and has square cropping on all feed videos and images. Now, Meta wants to bring an ‘immersive experience’ of viewing videos into Instagram.

Head of Instagram Adam Mosseri said that they’re currently experimenting with 9:16 orientation which will give more focus on videos, as well as taller photos.

Mosseri also said that a large part of a user’s feed will be recommendations based on how users interact with Instagram and will give more control for users to filter their scrolling experience.

The next few weeks of Instagram will be full of tests and let’s see how Instagram will advance against TikTok and also Google’s YouTube Shorts.