Meta Ads · Status at source date: Newsletter archive
Instagram tests opening directly into Reels before the Feed
David Vargas has flagged that Instagram is testing a version that loads Reels first when the app opens, ahead of the Feed. If the change sticks, it would materially shift placement distribution, particularly for Gen Z and Millennial audiences, and change how impressions are allocated across Meta placements.
Why it matters for advertisers
For you, this means Meta media buyers should monitor placement-level delivery for shifts toward Reels inventory. Worth reviewing creative readiness for vertical video, since a Reels-first interface would increase the share of impressions served in that format.
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Original newsletter text and archive evidence
Instagram tests opening directly into Reels before the Feed
David Vargas has flagged that Instagram is testing a version that loads Reels first when the app opens, ahead of the Feed. If the change sticks, it would materially shift placement distribution, particularly for Gen Z and Millennial audiences, and change how impressions are allocated across Meta placements.
For you, this means Meta media buyers should monitor placement-level delivery for shifts toward Reels inventory. Worth reviewing creative readiness for vertical video, since a Reels-first interface would increase the share of impressions served in that format.
Source captured . No explicit first-contributor label was provided for this update.
