Says Adam Mosseri, the head of Instagram which has been a division of Facebook since its acquisition by the social network giant. He made it known that the company is looking to lean more towards entertainment and video sharing due to enormous success enjoyed by other competitors such as TikTok and YouTube.

He further explained the upcoming changes to Instagram’s core which will be meant to further enhance the video side of the application more.

Furthermore, there were earlier reports about Instagram experimenting with algorithmic additions within the main feed and the intention is to recommend contents based on selectable topics.

Changes are coming to video on Instagram ?

At Instagram we’re always trying to build new features that help you get the most out of your experience. Right now we’re focused on four key areas: Creators, Video, Shopping and Messaging. pic.twitter.com/ezFp4hfDpf

— Adam Mosseri ? (@mosseri) June 30, 2021

The app has also had full-screen video experiences for a while for content posted to IGTV, Reels, and Stories, but Mosseri says the company wants to “embrace video more broadly.”

With those changes, that will further bring about the portrait video layout to the main feed which will take away the limitation of squared-out contents which has been Instagram’s iconic content shape for a pretty long time.

Facebook itself had also embraced videos and wants to make its platform as seamless in comparison to popular video sites like YouTube although the success rate compared to YouTube isn’t so close.

The dynamics of content creation has changed and was further changed during the COVID-19 lockdown as TikTok took over and became really popular, The success is encouraging and that’s definitely why many brands wants to take on this challenge.