Instagram has a new TikTok attack plan

There are a million things you can say about TikTok and its effects on the social media landscape, but the one undeniable fact is the app’s massive presence in almost everyone’s lives. Instagram and, by proxy, Meta now want a bigger piece of the vertical video pie, with Instagram testing a full-screen vertically scrolling feed just like the one that keeps you on TikTok.

In an effort to grow the platform “in a world where photos and videos are mobile-first”, head of Instagram Adam Mosseri was very open about the fact that he thinks media should take up more of your screen and be more immersive. In this new feed, you’ll still use a bottom-mounted navigation bar with discovery, Reels, shopping, and the profile page, but instead of having negative space between posts like you’re used to, scrolling down will take you straight into the next image or video.