To all users whose thumbs are tired of scrolling… Instagram has an update for you.
A new automated scroll feature is being tested, to see if it reduces user fatigue and encourages them to consume more content that the platform thinks they will like.
The move would replicate the existing automated scroll, which is attached to the Reels page, which takes users to the next video once one Reel has finished playing. Best of all, as it’s being tested as a toggle feature and tool, it’s easy enough to turn off if users don’t get along with the constant movement and arrival of new posts on their screen.
How Much Control Do Users Have Over Content?
Because Instagram has already created and built a sophisticated algorithm, which matches users with the content that it feels they will enjoy and engage with, the concept of the automated scroll hopes to simply expose users to more content they will love. It replicates not only the existing Reels scroll, but a tool which makes YouTube videos easier to browse, and which gives TikTok its everchanging main screen.
And it could be especially good news for creators and businesses who want to increase visibility of their posts, generating an uptick in views as well as likes and comments on their posts. If creators choose to buy comments to boost engagement on their feed, adding the extra exposure of an automated scroll system could further enhance visibility of their profile and content.
Of course, there remain questions about the rate of scrolling and whether it’s adjustable. We will update as we hear more about the rollout of this feature and its success among current users.
